AQUARIUS
Concept: A woman’s apparel line of beachwear, daywear and activewear.
Story: Daniella Sredni (pictured), a Parsons graduate with a background in luxury women’s wear, began working in marketing at Miami Magazine, handling event production and wardrobe styling. After five years of producing several runway shows during Swim Week, she said she felt the need “to get her personal style out there” with her own creations. In November 2011, Sredni made her debut as a fashion designer with her women’s apparel line,AQUARIUS. The line embodies a crossover concept in beachwear, daywear and activewear, she said.
Launched: First collection: Spring/Summer 2012
Management team: Daniella Sredni, designer
No. of employees: 2
Financing: Investment to date is $150,000 in seed capital from Sredni’s own funds, in 2011.
Recent milestones reached: Being featured in the press, including NYLON Magazine, and numerous times by the two largest trend forecasting agencies, WGSN and STYLE SIGHT, which included her designs as a “Trend Indicator” in the market. Also, most recently, showing her line at SwimShow, the largest swimwear and resort wear trade show in the world, held in July at the Miami Beach Convention Center.
Biggest startup challenge: “SALES! With a strong design and marketing background, learning how to be a sales representative was the hardest challenge at first,” Sredni said. “But after taking lots of notes from industry mentors, I’ve come to realize that the best sales rep for my creation is myself, because I’m ultimately selling my style, my image, my life.”
Next step: Sredni recently invested in a redesign and new programming of her company’s website, on which she plans to shift her focus from selling wholesale to retail sales through ecommerce.
Strategy for next step: Social media is key, she said, as well as targeted public relations initiatives.
**Advice from mentor:**Deborah Soriano, the owner and designer of the Miami-based high-end children’s swimwear line Submarine, suggests that Sredni focus on developing a strong brand identity. “It’s very important to have a very strong identity so people know exactly where you belong and what your niche is, because there are so many lines out there,” Soriano said. Additionally, Soriano advises Sredni to focus on quality. “Under the economy we still live in, price is still an issue,” she said. “But if you have great quality and great design, you can get away with charging a little more.”
Website: www.iloveaquarius.com
Ina Paiva Cordle
(Photo shows designer Daniella Sredni with samples of her line Aquarius at the Miami SwimShow at the Miami Beach Convention Center on July 22. Photo by PATRICK FARRELL / MIAMI HERALD)
Startup Spotlight highlights companies under five years old that have hit significant milestones. If you would like your company considered for a Startup Spotlight, email ndahlberg@miamiherald.com.