THE SECRETS OF (SUCCESSFUL) FASHION BLOGGING

Taisa Veras’ life is a swirl of social events, collection previews, fashion shows, showroom visits and interviews with fashion insiders.“It’s like an exclusive, secret tribe” of designers, editors and photographers, she says.But she’s no editor, designer, model or socialite. She’s just a fashion blogger, founder of www.Amahzingblog.com, which she created in 2008 to provide access to what goes on behind brands and publications by profiling industry professionals.

Veras, 22, is undoubtedly one of the thousands of fashion bloggers that have sprung up in recent years, but she is one with a lot of connections and a penchant for networking.

Photo: Fashion Blogger/Stylist/Amahzingblog.com founder, Taisa Veras.

Her natural boldness and sociability enable her to approach high profile fashion individuals and just talk. She can sustain long conversations with people she has just met, as they are especially important in “keeping Amahzing alive.” While interning at Teen Vogue three years ago, she developed a relationship with fashion director Gloria Baume and profiled her for Amahzing – the interview was so successful it was featured on two other blogs and published in FIT’s W27 Newspaper.

Amahzing also has pages on both Facebook and Twitter which boast 400 fans and 126 followers, respectively.

Photo: Veras, left, with Fashion Blogger Tavi Gevinson founder of www.thestylerookie.com.

“I realized that so many professionals worked backstage to produce such an event,” she explains. “I wanted to find out more about their jobs and daily routines.”Veras fell in love with fashion at the age of 16, when a family friend, Brazilian model Fernanda Tavares, invited her to the fashion show of 19-year old Esteban Cortázar – the future Head Designer of Emanuel Ungaro. She was given a backstage tour where she met the budding designer and conversed with Cindy Crawford.

Now, as a senior at FIT, Veras studies Advertising and Marketing Communications, while also working for jewelry line Alex and Ani as a part-time stylist. Amahzing is a side project, but certainly not just a hobby. She has specific, professional aspirations for it.

Veras is counting on the success of her blog to venture into new territory – e-commerce. She explains that she ultimately wants to sell products made by the designers she features.

After all, she frequently receives exclusive previews of new products and was invited to three showroom presentations this past season – those of Rebecca Minkoff, B’Squared Public Relations and Kara Ross. Minkoff set up a bloggers’ lounge, equipped with computers for immediate updates, while Ross held a bloggers’ breakfast, giving them a never-before-seen look at her new collection.

Photo: Rebecca Minkoff Fall 2010 Showroom Presentation during New York Fashion week.

“Amahzing serves as a creative platform for people who would like to express their ideas through the new media,” she says.

But at the same time, it is her relationship with these designers that will facilitate her own venture into a new market. Above all, Veras understands that maintaining a good relationship with designers is key. She shows her support for their work by attending trunk shows (which are advertised and documented on Amahzing) and purchasing their items. The combination of a chunky, colorful, multi-strand necklace by Adriana Unarreal, a hot red Susan Farber purse and Alex and Ani bangles of various shapes makes for a very animated and accessorized outfit.

Nowadays, the presence of fashion blogs is ubiquitous, to say the least. There are those devoted to covering street style, fashion shows, news or models. There are some unusual ones, too, like I Want to Be a Roitfeld, a blog devoted entirely to Carine Roitfeld and her two children, Julia and Vladimir.

Photo: Julia Restoin-Roitfeld, Carine Roitfeld , and Vladmir Restoin-Roitfeld.

With the constant and never-ending birth of new blogs, the fashion aficionados are faced with the task of deciding which blogs are worth following. Blogging is a “brand,” according to Veras, and a brand cannot survive without loyal patrons.

Zhi Jian Yee, a junior at New York University, regularly follows thirty blogs, from the likes of Jak and Jil, The Cut, The Fashionisto and High Snobiety. He counts visual content, depth of coverage, current news, exclusive insights and witty online personalities as must-have qualities. The good bloggers have knowledge, charisma, flair and a distinct style that makes them unique.

“The most important aspect for a blog is the online persona the blogger creates, whether it is intimate in aligning attitudes and perspectives, or just amusing and charming enough to keep content interesting and enjoyable,” he says.

NYU sophomore Nathan Simpson, another fashion blog enthusiast, stresses the importance of having a fresh take on things, not just posting “pictures you googled of cute clothes.”

Bloggers serve as crucial liaisons between the fashion industry and its spectators. Just like the industry it represents, blogging is cutthroat and the more exclusive the better.

“But at the end of the day, we’re just creative people who appreciate fashion and want to expose an aspect of it,” Veras insists.

She of all people knows that whatever she “exposes” must be extraordinary and one-of-a-kind – and according to her, Amahzing has what it takes not only to survive, but to burgeon into a business.

By Leena Kim / Gest Blogger and NYU Journalism Student

Photo: Supermodel Iman surrounded by textiles from her new home decor collection Iman Home (www.imanhome.com).

Hitting the Star Lounge at Mercedes-Benz fashion week this September? Well, if you are one of the lucky guests or a celebrity that will receive a pass to enter the exclusive Star Lounge then be prepared to see gorgeous textiles and home decor all designed by Iman Home (Supermodel Iman’s first home decor collection) and interior designer/consultant Carlos Mota.

They chose the Star Lounge at MBFW to unveil the collection and give guests a sneak peak into the newly designed home decor line. Iman Home will be launching its textile and home decor collection this September and it will be available at Calico Home stores and other retailers across the country.

Now, there’s one more good reason to want to have access to the Star Lounge…

-TV/Editor-in-Chief

Photo: Stephanie Wynne and Jenny Klatt, designers of Jemma Wynne. Courtesy of B Squared PR.

AMAHZING: When did you start designing jewelry?

JEMMA WYNNE: We both started designing jewelry for our own jewelry collections while we were freshmen in college (Steph- 10 years ago, Jenny- 9 years ago).

AMAHZING: Are you self-taught or you attended a design school?

JEMMA WYNNE: We are both self taught artists. We both were very artistic and creative growing up and while in college we stumbled into the world of jewelry making.  It started as a hobby for both of us, and as we wore our pieces we began to develop small followings.

Stephanie: I graduated from American University with a Bachelors degree in graphic design, I began working in the design department of Judith Ripka as an assistant to the designer.

Jenny: I spent two summers interning at Judith Ripka in the design and product development department.  After I graduated from the University of Pennsylvania, I was hired full time and that is where Stephanie and I met.

AMAHZING: While working for jewelry designer Judith Ripka, what made you decide to collaborate on designing your own jewelry line?

JEMMA WYNNE: We have a really great balance working together.  We share the same creativity, design sensibility and passion that drove us to start our own company in 2008. We saw a void in the market for fine jewelry with a fresh and modern approach. We define our design aesthetic as the “cashmere hoodie” of jewelry–rich, but comfortable.  The vision of Jemma Wynne is to create versatile jewelry for women who desire a sophisticated look, while still maintaining a casual ease.   Our jewelry epitomizes the concept of everyday luxury.  We feel that fine jewelry should not have to live in a jewelry box, waiting for the perfect occasion to be pulled out and worn.  With this in mind, we create collections to provide our customer with high quality, unique pieces that are comfortable and practical enough to wear with jeans and a t-shirt, yet it is special enough to complement the finest couture.  We believe that there is a story behind every piece of jewelry- it is something that is special and unique.  Whether it is a gift from a loved one for a special occasion or a gift for oneself, it holds some significant meaning or memory to its owner.  We love to be a part of that feeling and process.

AMAHZING: The name of your line, “Jemma Wynne,” how did you come up with it?

JEMMA WYNNE: We wanted to come up with a name that was creative and captures who we are so we decided to go with a play on each of our names. Jemma is a combination of Jenny’s first and middle names- Jennifer Melissa. And Wynne is Stephanie’s middle name.

AMAHZING: What was your inspiration for the collection?

JEMMA WYNNE: As we began designing the jewelry we used a true blend of our personal styles as our inspiration. We combined Jenny’s relaxed femininity and Stephanie’s more tailored and classic polish to create the perfect mix of casual luxury.  Also, as New Yorkers we are inspired by the diversity of the city and the women that inhabit it. This woman is never afraid to express her individuality and she wears many different hats! The jewelry transforms with the woman that has no limits!

AMAHZING: What’s your best-seller item from the collection?

JEMMA WYNNE: The bangles! Our customers really like the flexibility of personalizing their look by mixing and matching the different styles, stones and colors.

Photo: Jemma Wynne’s best-seller bangles. Courtesy of B Squared PR.

AMAHZING: What’s your favorite item from the collection?

JEMMA WYNNE: That is the most difficult question to answer because we are always finding new favorites!  Our favorite (of the moment !) is our new Limited Edition Bicolor Tourmaline earrings.  The colors and cut of the stone gives them a mysterious edge that we just love!!

Photo: Jemma Wynne’s favorite piece, Limited Edition Tourmaline Earrings. Courtesy of B Squared PR and Jemma Wynne.

AMAHZING: Congrats on appearing on an episode of “The City” and being interviewed by Olivia Palermo for Elle.com! Did Olivia herself contact you for the interview?

JEMMA WYNNE: Yes. Olivia has been a huge supporter of our line from day one.  We were thrilled when she contacted us with this amazing opportunity.

AMAHZING: Which celebrities have been seen wearing your collection?

JEMMA WYNNE: Jamie-Lynn Sigler, Julianne Hough, Maggie Rizer and of course, Olivia!

AMAHZING: How would you like to expand the collection in the future?

JEMMA WYNNE: We are constantly dreaming up new designs and discovering interesting and unique materials that inspire us.  Currently our focus is on expanding our distribution and growing our brand awareness through the media.

Web Site: www.jemmawynne.com

-Amahzing Blog

Photo: Courtesy of Full Picture

SPOTTED: Supermodel BROOKLYN DECKER wearing Grayce by Molly Sims for HSN.

WHERE: On the set of Just Go With It in Hawaii.

WHY THE WOW: The ‘Faceted Stone Necklace’ is an exclusive piece from the Grayce by Molly Sims collection for HSN and now available for purchase at: WWW.JEWELRY.HSN.COM.

Photos: Courtesy of B Squared PR and Jemma Wynne.

Event: Jewelry Designer Jemma Wynne will appear on MTV’s “The City” tomorrow night!

Fine jewelry designers Stephanie Wynne and Jenny Klatt from Jemma Wynne will be appearing in tomorrow (5/11) night’s episode of “The City” at 10:30 pm EST. They will be interviewed by Olivia Palermo from Elle.com and give an exclusive insider look at their luxurious fine jewelry atelier on Fifth Avenue.

Stephanie and Jenny launched Jemma Wynne in 2008 and have been designing elegant quality pieces with finest gemstones, 18k green gold, and precious and semiprecious stones. Celebrity clients include Jamie-Lynn Sigler, Julianne Hough, and Maggie Rizer.

Web site: www.jemmawynne.com

Editor-in-Chief: Taisa Veras

Photo: “Star Print” scarf designed by Derek Lam and given to all guest who attended the event.

Photos: Derek Lam’s Spring 2010 collection / Source: Amahzingblog.com

EVENT: DEREK LAM & SEIZE SUR VINGT HELP YOU SHOP FOR MOTHER’S DAY

DEREK LAM’s Soho store was filled with fashionistas shopping for the perfect mother’s day gift on May 6th while a DJ played music from Love on the Run. Lam’s Spring 2010 collection looked AMAHZING against the gorgeously designed store by SANAA, a team of Japanese architects, who worked with Lam to create a sophisticated yet modern interior with curving walls made of clear acrylic. It was a joyous fete as guests got to enjoy cocktails while shopping and received 20% off any item.

Also, after the guests signed Lam’s guest book they received an exclusive limited edition “Star Print” scarf (shown above) designed by Lam just for this event!

Web site: www.dereklam.com / www.16sur20.com

Editor-in-Chief: Taisa Veras

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Photos: Taisa Veras for amahzingblog.com

MOLLY SIMS LAUNCHES GraycebyMollySims.com!

Supermodel and actress MOLLY SIMS celebrated the launch of GraycebyMollySims.com at Bryant Park Hotel on May 5th, 2010 by hosting a breakfast and Q & A for the press.

Sims, who looked AMAHZING in a Diane Von Furstenberg colorful printed dress, talked about her inspirations for the line and was delightful enough to take photos with all guests after the Q & A.

According to Sims, Grayce was inspired by her own vintage jewelry pieces that she had from her mother and she tried to design a collection that was affordable and looked great on anyone. Sims’ travels and road trips have also inspired her, “Once I did a road trip through the whole California coast and that was awesome,” said Sims.

The photo campaign for Grayce was shot by ex-boyfriend actor Aaron Eckhart. “When he’s on set he’ll shoot Johnny Depp or Nicole Kidman, but he loves fashion and knowing him and seeing his passion…honestly we begged him to do it and he did it! The pictures are phenomenal,” explained Sims.

Molly Sims’ Favorite Piece from Grayce:

Crystal Point Layered Necklace ($195, available at graycebymollysims.com)

Photo: graycebymollysims.com

Web site: www.graycebymollysims.com

Facebook Page: Grayce by Molly Sims

Twitter: @MollyBSims

Editor-in-Chief: Taisa Veras