“Allow your passion to become your purpose, and it will one day become your profession.”
I was born with a passion for design. There is literally no point in my life when that passion did not exist. I am a true fashion fanatic, influenced by present, upcoming and vintage styles. I love the challenge of juxtaposing color and design, timeless and cutting edge, trendy and unique, travel and the outdoors all to create my own distinctive design.
Growing up a Southern California girl it was impossible to not be drawn to a surf lifestyle and made me eager to enter the Action Sports Industry. I began working at Boardwalk Boardshop at age 15 and hit the ground running. I started learning sales, merchandising and marketing. Two years later, I was managing two locations and had become head buyer. Being immersed in the industry at that age made studying design and merchandising in college a natural decision.
I attended Cal State Fullerton University immediately after I graduated from high school. While studying communications at CSUF to obtain my BA in Communications, I also simultaneously attended night classes at Fullerton College to receive my AA certificate in Design and Merchandising. I was determined to do everything and anything to become a successful designer.
The hard work was paying off because Beach Bums offered, and I accepted, a position to head up their women’s buying department just two years into my college career. The experience of being able to apply what I was learning in a classroom became a real life experience. Before I knew it, I was buying for 15 stores throughout Southern California. I merchandised store floor-sets, as well as, created visual concept/design for in store marketing. My work ethic and passion led to helping with Beach Bum’s private label designs. Suddenly all these experiences started to flourish.
I started to explore and take off with design. I started my own shoe line called Tash Limited (Tash Folds) where I created a foldable flat for the girl on the go. However, a few years later, I decided to move on from Tash Folds so I could focus on my true love for women’s apparel.
Near the end of 2010 I accepted a position with Lira clothing and have been working here ever since. My innate instinct to keep absorbing any and all aspects of design and production of women’s apparel continued. During my time with Lira I have been a one woman show taking on a huge variety of projects such as designing (apparel, swimwear, and accessories), product development, sourcing, merchandising (catalogs, trade shows, store layouts), marketing (social media and print media), styling photo shoots, and sales representative for major businesses. After flying solo for so long at Lira, I would welcome the opportunity to learn and work with other creative individuals as a collaborative team.
I love many things--friends, traveling, adventure, the outdoors, photography, my four-legged furry child Iggy – all of which influence who I am as a designer. My focus, drive and determination are how I am going to achieve greatness as a designer. In the wise words of Young Gunz “can’t stop, won’t stop.”