We’re excited to introduce you to the always interesting and insightful Cheval Formerly Known By Another Name. We hope you’ll enjoy our conversation with Cheval below.
Hi Cheval, thanks for joining us today. Let’s jump right into how you came up with the idea?
I am not sure how much background context you might need for this panel discussion, so here is a quick overview: I was formerly known as a wedding dress designer and by my birth name. After 9 years of working under what I would consider a very one-sided employment contract, my former employer sued me in federal court and gained control of what I believed were always my personal social media accounts. Under the current preliminary injunction, I am prevented from using my own birth name in any business or commerce or even to publicly identify myself, I am not getting commission for my designs that are still being sold, and I am restricted from identifying myself as a designer to the trade in which my former employer manufactures and sells until August of 2027.
So I asked myself: what happens when life gives you lemons and you’re not allowed to make lemonade? It was painful realizing I was restricted from the trade set I spent nurturing my whole childhood, education, and industry experience, but I knew it would be more painful to be a victim of circumstance. I decided it was time for an epic plot twist: a new name, a new trade, and a new way to express my creativity. On August 8th, 2022, I publicly changed her name to C H E V A L (a name that empowers me to run against the wind) and started a new Instagram account @sheicheval. And on October 17th, I launched my first collection of women’s specialty shoes online at www.sheischeval.com.
I’ve always gotten so much joy out of creating things that make women feel beautiful, special, or strong. Women’s shoes is a fashion category that was not only legally safe for me to practice, but also a place I felt a real connection to the development process from illustrating and pattern making to embellishing and mold building. I felt a familiar spark that excited me about what I could offer this new industry aesthetically. I also love that shoes manifests a “walk it like you talk it” mindset: a reminder to go your own way, own your story, go at your own pace, and manifest your own destiny. It’s a fashion category that takes charge and takes you places.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
At one point in my career, I was named one of the world’s most sought-after luxury bridal designers (VOGUE’S TOP TEN). I brought over 10 product lines to market contributing to a multi-million dollar business. I was also a designer and America’s bridesmaid on TLC’s, “Say Yes to the Dress”. But of all things that came from my former practice, I am most proud of the relationships and memories I made with so many women, brides, and bridal stores. And while I am still under some very scary restrictions with respect to my legal case, the public support I’ve received has been my saving grace and greatest source of inspiration in starting a new chapter in the women’s shoe space.
With respect to building a new business, I am a grassroots gal and will always invest the scrappy energy in bootstrapping. I’ve had people I’ve never met in real life support me in ways I could never imagine, so I feel a need to do what I can to make those people feel loved, acknowledged and supported back…and for me, that means being personally involved as much as possible. SHE IS CHEVAL was created out of chaos, creativity, and comradery, so we believe in responsible capitalism, integrity, environmental offset programs, and business principles that foster social awareness.
As a creator, staying authentic in my creative expression has always been paramount. With so much product out there and a lot of sensory overload pulling you in different directions, it’s easy to get distracted, lost in your messaging, or worse, feeling like you have to express something simply because everyone else is doing it. I remind myself that the best rabbit holes require a very special focus, and staying true to yourself allows for the most unique interpretation. The inspiration for this collection came from holding onto who you are, especially when life gets complicated and gritty. I found a comforting sense of nostalgia in the shoe making process; exploring the finest of details and sentimental textures that make you feel most connected to your imagination. From childhood treasures and unwavering friendships to familiar pop-culture references and song lyrics that transport you to a happy place: there is a lot of hidden messaging which I look forward to unveiling in small, special doses. I want this first collection to feel like an exciting treasure hunt that puts a little pep in your step, reminds you to walk (or fly) your own path, and encourages you to leave an optimistic trail for someone else to be inspired.
That being said, I also believe in being open to feedback. Social media has played an enormous role in my ability to connect with the very humans for whom I want to create. That makes for a very special bond in how we hope to evolve as a brand.
How do you keep your team’s morale high?
There are many antiquated business methods that create instability, uncomfortable power dynamics, and psychological trauma, so I feel it’s important to create a welcoming workplace that prioritizes the physical, mental, and emotional health and safety it’s employees and partners. This starts with treating people with respect and acknowledging them for their contributions, creating a space where honest feedback and optimism allows for forward momentum, and inviting creativity and collaboration.
What do you think is the goal or mission that drives your creative journey?
Being a female founded and owned business, we feel a great deal of responsibility in supporting women and young creatives.
I feel this comes with a mindset of abundance, nurturing human potential, and finding ways to circumvent some of society’s most antiquated limitations. Too often are we told what to be and where we belong. I think a lot of what I have been through on a personal level (with respect to my birth name) and a professional level (with respect to my restriction on trade), has given me a new mission in manifesting my own destiny despite circumstances. I believe in carrying this message so that others can benefit and find new ways to flourish.
Aside from our business goals, we are also in the process of building out our 501(3)(c) foundation that provides young creatives with tools and resources to support them during the formative parts of their career. While there are parts of my creative and professional journey that have been painful, I feel a great responsibility in sharing my story and encouraging others to protect their rights, especially while chasing down their big dreams.
Contact Info:
- Website: www.sheischeval.com
- Instagram: @sheischeval and @allthatglittersonthegram
- Facebook: https://www.facebook.com/profile.php?id=100084715873253
- Other: TikTok: @sheischeval
Image Credits
Kaitlyn Blake Photography (for all product shots) Nancy Pauline Photography (for the one image of me/Cheval in the unicorn dress on the cobble stone street)