Shakara Ledard Not Only Models Clothes, She Designs Them

Shakara Ledard’s label “ROXS” offers a new brand of luxury street clothing, all sporting her wildly original trademark style. With its rock, punk, funk and urban influences, ROXS (pronounced “rocks”) is aimed at hip younger women, aged 22 to 35, who are more interested in creating their own style than following fashion. The clothes are distinguished by luxurious fabrics, unique treatments and feminine, form-fitting cuts.

Shakara Ledard Shakara always believed that modeling was going to be a stepping stone to something else, but for a long time she just didn’t know what that something else would be.

Blessed with both supermodel looks and a strong sense of style, her career spanned everything from magazine covers to beauty campaigns, feature films and hit music videos. The Bahamian-born beauty first caught the public’s attention when she was featured modelling swimwear in Sports Illustrated. A string of magazine cover appearances followed, culminating in her becoming the first black model to grace the cover of Singapore Harper’s Bazaar. She was also the face (and body) of numerous high profile international advertising campaigns, including those for Victoria’s Secret, L’Oreal, Levis, Clinique and Liz Claiborne. As impressive a career trajectory as this may be, Shakara never lost sight of the fact that modelling was simply a means to opening up other business avenues.

Shakara’s interest in design first showed itself in kindergarten doodles and the ‘fashion shows’ that she put on for her parents as a child. With a family full of fashion fanatics, her leap from model to designer was a natural progression, but more surprising was that once she’d decided she wanted to start her own fashion business, Shakara took the road less traveled: she wasn’t prepared to compromise on her wildly fresh, highly creative designs, or on using the very best fabrics. She approached veteran clothing entrepreneur Carl Bethencourt with sketches to discuss the viability of her “outside the box” approach. Carl was immediately taken with her work and together they launched what would become ROXS: a new luxury apparel brand for women unafraid to express themselves, to radiate their own individuality and confidence.

Shakara Ledard Seeking out a partner who had been in the apparel industry for 16 years turned out to be a wise choice as Shakara has been able to draw on his vast understanding of the mechanics of the industry. She has also been blessed with the support, advice and wisdom of her whole family, who almost all work in the fashion industry. “My parents are in retail”, says Shakara, “my uncle is in manufacturing - and I have an aunt who is a designer.”

The label offically launched - to immediate acclaim - in September of 2005 at the Coterie show in New York. “It’s such a difficult show to get into” says Shakara. “They select the designers so I was thrilled that I had been accepted”.

The company started with just Shakara and her partner but now employs two designers, a graphic artist, an accountant and three sales reps. She feels it is important to keep the company small until it can support a large work force.

Shakara has found that in the clothing industry marketing is key. Being able to leverage the recognisable name, face and image that modelling gave her in order to market her own product has been an enormous advantage. She also finds online marketing a particularly effective way to promote a fashion brand.

Shakara and her business partner have self-financed their company thus far. “The hardest part to any business venture is the start up,” she says. “It is very difficult for new companies to get the financial support of banks or investors until your company can show profit. I am still seeking investors but I did not want this to hinder the development of our business. Luckily my partner and I have been able to provide the funds to get our first two collections developed.”

While it is challenging to self-finance your products, Shakara feels that the advantage of doing it this way is that in the end you own all of your company.

Only a year after its successful debut ROXS is stocked in nearly 70 stores around the world. Shakara doesn’t allow herself to rest on her laurels though: even though the company is developing as steadily as she hoped, she knows that she is still very much in the process of establishing it.

“Being a business owner is a trying yet wonderful experience”, says Shakara. “It has its ups and downs like everything, but the rewards of creating one’s own work environment and product are worth it”.

Like many first-time entrepreneurs, she wishes she had known how much emotional and financial sacrifice was required of her when she started. But she has learnt to adjust as she goes along and no matter how exhausted she gets she keeps going because she believes in what she is doing.

“I think being a successful entrepreneur requires great dedication, a strong business mind, a touch of creative and a drive that will move mountains”, says Shakara. “I would advise those starting a new business to really understand what they are getting into and to really do a lot of research. Have a clear plan of what you want to achieve, who your target audience is, what is financially required and how to go about securing the funds, however be wise in your decisions. There’s no need to end up on the streets just to start your own company!”

Via : www.everywoman.com

http://www.roxs.com