Dimepiece

Imani Waddy

Their upcoming spring line is entitled, “Save No Prayer.”

By Catherine Wright

An interview with one of Downtown's hottest designers

Designers Ashley Jones and Laura Fama co-founded the brand Dimepiece in Spring 2007 after meeting through mutual friends six years ago. Ten seasons later, the ladies are ready to launch their Spring 2011 Collection, titled “Save No Prayer.” I spoke with Jones regarding the collection and she explained it as “light and dark, maturity and innocence, pleasure and pain.” We went on to discuss the brand’s message of empowering women and how it pays to work hard.

Bunker Hill: How did the two of you meet and what is your background in the industry?

Ashley Jones: Our vision is really what brought us together. We had a unique synchronization about nearly everything. Laura’s emphasis is in product development and I have a BA in Fine Arts with an emphasis on fashion merchandising. It was just something that came natural to us.

Bunker Hill: What happens if you, as designers, disagree on something?

Ashley Jones: Although we are complete opposites as far as our personalities are concerned, our vision has always been the same. I can only think of one or two times where we totally disagreed on something. We argue, then eventually come to a compromise or create a new idea that we both agree on. We don’t waste time bickering.

Bunker Hill: What inspires your designs?

Ashley Jones: We’re inspired by art, international fashion, vintage fashion magazines, sub-culture, pop culture, sex, powerful women, and Los Angeles especially. There’s so much culture we’re immersed in here – there’s always something to be inspired by.

Bunker Hill: Is that why you chose to work in LA?

Ashley Jones: We chose L.A. to be close to our families and also because we want to be in control of everything within our brand. The L.A. garment district allows us to see what is happening with our production on a daily basis. Everything we create happens within a 10-mile radius. We want to know who is making our garments and like the idea that they are being paid fairly. All of our garments are domestically made in Los Angeles, and so we do a lot of footwork in the city and are heavily involved in the creation and manufacturing process of our clothes.

Bunker Hill: What message are you trying to send with your designs?

Ashley Jones: Our brand is really just a broad form of self-expression and so the message is our opinions on politics, fashion, empowerment, and feminism. We try to convey the message of the “Dimepiece” woman. She’s unique unto herself and doesn’t place herself into any categories. We try to relay a positive representation of today’s young female to our consumers and the public.

Bunker Hill: Do you have any mottos that you have kept locked in the back of your mind while accomplishing all that you have? 

Ashley Jones: My personal motto is, “As within, so without.” Your thoughts become things. What you think, say, and do each moment is your message to the world and so I try to remain positive and think healthy thoughts.

Bunker Hill: What would you tell aspiring designers?

Ashley Jones: I think the most important thing to remember is to have no fear. Take risks, try to meet people you admire, put yourself out there, and never be afraid of rejection. It is so important to work hard. If there is something to do, do a little more. Never settle, there is always something else that can be done. The more work, time, and effort you put into something, the more rewarding the outcome will be.

Bunker Hill: What has been the most challenging part of being a designer and co-founder of your own brand?

Ashley Jones: It’s challenging to keep going – and going. Things never stop, there is always something to do. It gets hard to continuously stay motivated when being your own boss. If you don’t get it done, no one else will. There is no overseer to clean up your mistakes or handle the things you don’t want to do. Rarely is there anyone willing to tell you how they did it or the best way to get things done. The fate of our company is 100% in our hands.

 

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