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

Alright, Phelicia thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Having journeyed to Haiti, one cannot help but observe the abundance of skilled artisans who line the streets, particularly near hotels, with an array of meticulously crafted handmade goods, hoping to secure sales at any given moment. Among the array of souvenirs they offer, voodoo flags stand out as particularly prevalent. Their allure had always captivated me, yet I noticed they weren’t being sold as briskly as they deserved.

Following the untimely passing of my daughter’s father in early 2004, despite having the option to depart, I chose to remain in Haiti. I made the decision to confront the myriad challenges that lay before me, including caring for my one-year-old daughter. Motivated to transform my immediate surroundings, I embarked on a quest for a novel business endeavor that could help me navigate the altered circumstances, as my previous avenue was no longer tenable.

Seated within my home, surrounded by remnants of fabrics from a past venture, inspiration struck me: “This is the perfect foundation for instilling added value into our crafts and pioneering a new industry. By harnessing the essence of Haitian voodoo flags, we could fashion a line of high-end attire, thereby propelling Haiti’s artistic spirit and couture onto the global stage.” This realization held within it a conviction that I possessed a ticket to a brighter future for both my child and myself.

My journey commenced with the establishment of a fresh objective: crafting the premier fashion brand that would showcase Haitian culture in all its glory. Identifying a gap within the fashion landscape, I resolved to cultivate a brand that seamlessly marries sophistication and refinement while meeting the everyday needs of women, much like myself.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Art, fabrics, colors – these are my passions. They converge into the realm of clothing and accessories, enabling me to manifest the transformations I envision when adorning someone. My journey began in my childhood, sketching designs and crafting miniature garments for my dolls. These early creative endeavors evolved into playdates where friends brought their dolls, and we showcased our outfits. Even in elementary school, my art teacher recognized my potential, and my fondness for embroidery set me apart. Completing my projects early allowed me to help others, fostering a spirit of collaboration.

During high school, my art classroom became a sanctuary. Exploring novel approaches with my teacher fueled my growth. An unexpected turn came in tenth grade when I was considered for a fashion show by a modeling agency scouting new faces. While my stature prevented runway participation, it planted the seed of becoming a designer.

Thus, I began crafting my own attire, capitalizing on familial ties to skilled dressmakers – my aunts. Designing for myself, then for a friend’s special event, affirmed my knack. A pivotal period during college saw me in retail roles with renowned clothing brands, gradually solidifying my attachment to the fashion world. A tenure at Macy’s honed my high-end fashion affinity. Amidst this, fabric stores beckoned, and I amassed a treasure trove of textures, contemplating their artistic potential.

A transformative journey led me to Haiti, its vibrancy deeply touching my heart. Fate intertwined me with an architect, my partner, igniting a collaborative spirit. Despite no formal interior design background, an opportunity to contribute to a significant project paved the way to our first joint business venture in 2000. Life had its plans, and a tragic twist reshaped my path. My partner’s untimely passing necessitated fresh decisions, propelling me toward uncharted territories for survival.

In the aftermath, I tapped into surplus textiles from my earlier venture, sparking a new business direction. “VEVE Collections” was born – an embodiment of exclusivity and grace, inspired by Haitian rhythms and VèVè symbols. The year 2006 marked its debut, with 25 beaded cocktail gowns, a precursor to purses and accessories. Participation in a global handbag competition hosted by DVF further propelled my brand. My winning creation, a tribute to Ayizan, Goddess of commerce, adorned DVF boutiques on International Women’s Day 2009.

This triumph wasn’t just a personal milestone but a platform to nurture budding talents. My workshop burgeoned, housing skilled artisans and trainees. Despite challenges in Haiti, I stand as one of the few Haitian-born designers owning a workshop. This is where prototypes spring to life. My designs, especially accessories, thrive on custom craftsmanship, catering to discerning clients, even celebrities. A signature style marked by structured elegance and accentuated details speaks volumes, rooted in Haiti’s cultural heritage.

Artistic exploration remains my driving force, reflecting ethnic influences and vibrant Caribbean hues. The name “VEVE Collections” is now synonymous with Haiti’s handcrafted elegance, embraced by the fashion elite. My business acumen may not be my forte, but my dedication lies in crafting designs that reverberate uniqueness, art, and fashion.

At my core, I draw from Haiti’s rich traditions, infusing sacred rhythms into my collections. Veve diagrams, once taboo, now infuse my work with a renewed perspective. My research unearthed their positive influences, inspiring a movement of artistry. To me, “The Veve Collection” encapsulates majesty, mystique, originality, and authenticity.

Your curiosity about my journey honors my craft, and I hope my work encapsulates three simple facts: “It’s Art,” “It’s Unique,” and “It’s Fashionable.”

Can you open up about how you funded your business?

Back in September 2004, during a morning visit to the Miami Dade County Library, I stumbled upon the works of author Milo Rigaud. Instantly, a connection was established, and that afternoon, as I left the library, a newfound sense of satisfaction accompanied me – a sentiment I hadn’t experienced in days. The following morning, driven by curiosity, I returned to the library, determined to delve deeper into Rigaud’s presentation. I decided to borrow the book, hoping it would grant me a more profound comprehension of his concepts.

Within the book’s pages, diagrams were meticulously unveiled, each carrying a name, a distinctive significance, and a condensed representation of the corresponding spiritual essence found within Haitian sacred rituals. As I immersed myself in the book’s content, an inexplicable sensation began to unfold, almost as if a voice within my mind was transmitting a message. The word “niche” resonated vividly. This encounter with the book held a powerful impact on me, igniting a creative spark.

Inspiration struck as I recalled a collection of inexpensive dresses, I had noticed in a store a few days prior. Priced at just one dollar due to damaged zippers, I envisioned a concept – what if I transformed these dresses into a collection? By melding the intricate patterns and color palettes, I aimed to offer a fresh, fashionable perspective on the veve diagrams, allowing people to witness an unconventional facet of their symbolism.

Among my long-standing fascinations were beaded flags. This concept, I believed, was the perfect vehicle to elevate the significance of voodoo flags from mere street art to objects of profound meaning. However, the transition from idea to business opportunity was a formidable task. Navigating a list of considerations, the paramount concern at that juncture was capital.

With a mere 80 dollars in my possession, I could only afford a handful of those dresses to kickstart my capsule collection. My unwavering determination and relentless efforts were directed towards sourcing every requisite item for meticulously restoring each dress, including intricately beading the diagrams – all within the confines of this tight budget.

A pivotal moment arrived when I sold the inaugural piece of my collection to a diplomat, who chose it as a cherished birthday present for his wife, valuing it at $250.00. This transaction provided both the emotional encouragement and the financial boost I required to comprehend my purpose and embrace the possibility of transforming my concept into a thriving business endeavor.

Today, I take immense pride in acknowledging that my business commenced with an investment of less than 100 dollars.

Can you share a story from your journey that illustrates your resilience?

Being born in Haiti and living there, I’ve naturally developed a strong sense of resilience. From a psychological perspective, inhabiting a country where life-threatening situations are a daily reality builds a foundation for resilience. As an artist, peace of mind and clarity are crucial for optimal performance. However, in 2010, an earthquake struck Haiti, causing me to face another major setback. The earthquake resulted in the loss of my store and extensive damage to my workshop. This was a substantial blow; I lost a significant portion of my workshop equipment and nearly everything in the store.

Nonetheless, the artisans who depended on me were relying on my support for their families’ sustenance.
The most challenging phase of any journey is often the process of starting anew. This was an incredibly testing time for me. I had recently invested in machinery and just inaugurated a new store to showcase my latest creations after winning the DVF award. Despite my substantial losses, I found solace in being alive and in good health, and I was relieved to know that my artisans were safe and ready to resume work.

Starting over was an arduous undertaking, and I granted myself a few months to regroup, reevaluate my approach, and formulate new strategies to regain momentum. During this period, I continued to provide financial support to my entire staff. In 2013, I successfully reopened the store, and Veve made a triumphant comeback, even stronger than before.

Contact Info:

• Website: vevecollections.com
• Instagram: collectionsvèvè
• Facebook: vèvè Collections
• Linkedin: Phelicia Dell
• Twitter: @collection_veve
• Youtube: Phelicia Dell

Image Credits
Joe Wesley Photography