We’re excited to introduce you to the always interesting and insightful Joanna De’Shay. We hope you’ll enjoy our conversation with Joanna below.

Alright, Joanna thanks for taking the time to share your stories and insights with us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

Black Russian Label was born from a desire to dress an ever-changing body that just had a baby. Like most women, as I aged and then had children, my body changed dramatically, and I found it difficult to find clothes that honored its evolution. I had always been fashionable and dressed well, and so to me, even though my body had undergone a transformation, there would be brands out there that would still fit its newly defined curves. I soon discovered that Fashion is myopic and excludes various body types and shapes. I was by no means plus size, but my bits had just moved around, and now I was finding it almost impossible to find clothes that felt good, were in my budget, and looked good on my newfound silhouette. I remember it like it was yesterday: baby in his stroller and me sitting on the floor of the fitting room of my favorite fashion brand, crying over 16 pairs of jeans that I had just tried on, and not a single one fit properly. Then, as I head out of the dressing room, handing the sales rep a heaping pile of denim, she whispers, “There is a plus size store on the first floor; maybe you will find something there. To my disbelief and embarrassment, I rushed out and vowed that no woman would ever feel like I did that day. That started a brand that was designed for women with an hourglass figure. Much of the early days were spent looking at competitors and seeing what they were doing wrong. I had to figure out how to launch a fashion brand even though I did not live in a fashion-centric city. I got very grass-roots and just started talking to my Mom friends and soon realized that I was not an anomaly and that they too were suffering in silence and prescribed to the notion that this was their new norm and that Mommy and trending could no co-exist. BRL changed that and empowered women to dress the bodies they had now and celebrate all of its changes.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I was born in Accra, Ghana, on the Western Coast of Africa, to a Nigerian father and a Russian mother. I grew up heavily influenced by my majestic homeland’s exotic people, cultures, and textures. I hold dual master’s degrees, an MFA in Fashion Design, and a Master’s in Organizational Management. My label, Black Russian Label, was launched in 2013 and is a women’s contemporary clothing brand for the global, chic woman who is unapologetic, bold, and empowered by her style. Bravely leaving a 15+ year career in corporate America to pursue my fashion dream, I am the epitome of an ambitious, visionary entrepreneur who wanted more out of her life. I longed for a purpose-filled, intentional life and business with success markers defined on my terms. I consider myself an Artist who is also an avid servant leader who believes in being a part of the solution. I am on a mission to disrupt industries, create new narratives, and educate existing systems on the need for diverse voices and fresh perspectives.

As a strong advocate for social justice, I left my Corporate job to explore my passion for fashion and community service, and consulting around diversity, equity, and inclusion was a natural part of that exploration. In addition to being the CEO and Creative Director of my clothing brand, Black Russian Label, I also consult with Diversity Leadership Alliance, serving as its Executive Director, a role I have had for the past eight years. Diversity Leadership Alliance is Arizona’s premiere DEI education training organization dedicated to eradicating racism, bias, and prejudice. DLA stands for justice and equity and continues to serve as a pivotal resource for sustainable changes in the community. I am also an Educator, serving as faculty at Arizona State University, teaching in the ASU/FIDM Fashion Design Program. Always an advocate for equitable discourse, I believe that being part of the fabric of change and teaching fashion classes was a way to foster an inclusive fashion ecosystem, where all voices and narratives are heard and honored. I want my contribution to create space for true collaboration where the fashion industry can be reflective of the diverse people it serves. As a warrior Mom to two amazing young men, everything I do is to ensure that I leave the world a safer, kinder, and more equitable place for them.

How about pivoting – can you share the story of a time you’ve had to pivot?

The pandemic was hard for Black Russian Label, and I had to reinvent how I designed, sourced, and manufactured my garments. I had found some success manufacturing overseas, but with the pandemic and so many of those manufacturers having to close their doors, I was left with an overwhelming feeling that I would have to shut my brand down and return to Corporate America. Instead, I decided to be still, explore other projects, and focus on my DEI work. This brought me such clarity as I could see that the brand had been unvalued and unpriced for some time and that my customer market segment was a different woman than I had been targeting. She is no longer a “new mom,” and a sense of maturity, resilience, and growth came with her evolution, and her style would have to evolve as well. So, like many brands, instead of worrying over spilled milk, I pivoted and started producing smaller, more curated offerings of garments at a higher price point. My customer wanted to own and wear staple pieces season after season and not look dated or out of style. I was her, and she was me, and together, we would figure out how to bring the manufacturing stateside and start the production process from scratch. The one thing I will say is that my Fashion Education allowed me to pivot during this time. I could sketch my own designs, make my own sample patterns, and only have to rely on external vendors to grade and digitize the patterns. This is when I realized that everything I needed was within me and that I had to choose when and how to move my brand forward. I was on nobody’s timeline but my own.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I had to unlearn was the traditional definition of what it means to be successful. Unlearning conventional notions of success was critical to the success of my small business. In a world often fixated on profit margins and rapid growth, redefining success can be difficult, but it can lead to a much more fulfilling path when done with intentionality. I found great joy in spending more time with my kids, lingering at dropoff, or having donuts and coffee with the School Principal. I was now present and pleasant, not feeling like all I was doing was working my life away. Even more than that, the work I was engaged in was so meaningful that it didn’t feel like work but more like a purpose-driven journey on which I had the privilege to experience. Instead of measuring my achievements solely based on financial gains, sales, and success, I found joy in the little things like a customer’s feedback on a well-fitted dress or having a fashion student tell me I had changed their life. I got to fill my cup and soul with new experiences and give myself back the one commodity we all don’t have enough of time! By embracing a more holistic view of success, I broke free from the traditional molds of accomplishments, and it has been a fantastic ride ever since.

Contact Info:

• Website: https://www.blackrussianlabel.com/about-us
• Instagram: https://www.instagram.com/blackrussianlabel/
• Facebook: https://www.facebook.com/blackrussianlabel
• Linkedin: https://www.linkedin.com/in/joanna-deshay-b4450759/
• Twitter: https://twitter.com/blkrussianlabel

Image Credits
ASD Design and Photography Photographer Andrew Dargue https://asddesign.smugmug.com