We caught up with the brilliant and insightful Shanté Renee Roline a few weeks ago and have shared our conversation below.
Shanté Renee, looking forward to hearing all of your stories today. Can you talk to us about a risk you’ve taken – walk us through the story?
One of the most significant risks I’ve taken in my career has been a recent and transformative one. As the CEO and designer behind Vanity Couture, an affordable luxury brand for women, risk-taking has always been part of the journey. Vanity Couture began with a focus on women’s swimwear, but as the brand evolved, we expanded our offerings to include dresses, loungewear, and soon, menswear. Each step of growth brought new challenges and opportunities, but the most pivotal decision came when I recognized a gap in the wholesale market.
Over the years, we sourced our products from international markets such as Bali and China, as well as locally in Canada. This extensive experience in design, garment construction, and supply chain management honed my expertise. I realized that my unique skill set could be leveraged on a larger scale if I was willing to step outside the traditional retail model and venture into the wholesale sector. The opportunity to develop horizontally felt like a natural next step for the brand.
Understanding the immense potential within the wholesale market, I began to explore regions that were rich in quality craftsmanship but underrepresented in the North American market. This exploration led me to Morocco. As a primary supplier for the European fashion industry, Morocco has an exceptional manufacturing infrastructure, yet its potential as a supplier to the North American market remains largely untapped. Recognizing this, we decided to take the leap and partner with premier factories and fabric mills in Morocco.
In addition to expanding our business, we are deeply excited about the opportunity to contribute to the Moroccan economy. Our wholesale manufacturing sector, “VC Private Label,” aims to create sustainable partnerships that not only benefit our clients but also foster economic growth and job creation in Morocco. To ensure the most effective service for North American clients and to build these relationships firsthand, I have relocated to Morocco. Immersing myself in the local culture and learning the intricacies of Moroccan manufacturing has allowed me to bridge the gap between these two markets more seamlessly, ensuring that the processes align with familiar North American methods while respecting and enhancing the local ways of production.
This was not a decision made lightly. The logistics of establishing international partnerships and navigating new cultural landscapes presented numerous challenges. However, the prospect of opening doors for North American brands to access high-quality, ethically sourced products from Morocco was too compelling to ignore. By bridging this gap, we aimed to provide a more personalized, niche experience for boutique owners and emerging designers looking for reliable suppliers.
Fashion has always been more than just design to me; it’s about storytelling, creation, and turning ideas into reality. This venture has allowed me to engage with the industry from a fresh perspective, one that is both creatively fulfilling and strategically rewarding. As a result, Vanity Couture is not only thriving as a brand but also as a supplier for other up-and-coming fashion lines. In fact, a few of these brands are set to launch in the American market within the next quarter, and I take immense pride in knowing that we played a part in their journey.
Taking this risk has reinforced my belief in the importance of innovation and adaptability. It has been a rewarding experience to watch the seeds of this venture grow, and I look forward to continuing to connect designers with resources that enable them to bring their visions to life. For anyone considering taking a leap in their career or business, I can confidently say that while the unknown can be daunting, it often holds the greatest potential for growth and success.
Shanté Renee, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I have always loved fashion since attending a visual and performing arts school during my junior years. This experience was a mix of challenges and inspiration, but the positive aspect was the freedom to express myself creatively and feel understood by like-minded peers. I firmly believe that fostering a safe environment for creative expression is essential and should be more integral to the educational system. Having experienced both private and public schooling, I witnessed the stark differences in how creativity is nurtured.
In my young adult years, I began to teach myself garment construction and pattern design, diving deep into textiles and refining my craft. I later attended a private school in North Toronto, known for its small classrooms and hands-on learning approach, where I could design garments of my choice. It was there that I met Joanne, my favorite teacher and mentor, who played a pivotal role in shaping my confidence and skills. With her guidance, I was able to create and showcase pieces at Miami Swim Week, a defining moment in my career. In fact, every piece from my most recent Miami Swim Week 2024 collections were handmade by me, from the initial pattern to the final production.
One of the most fulfilling aspects of my work is witnessing the joy and confidence that my designs bring to others. What sets Vanity Couture apart is our approach to design – rather than chasing trends, we focus on creating garments that simply look and feel good. Empowering women and enhancing their confidence is at the core of everything I do. There’s a certain energy that radiates when a woman feels beautiful and self-assured, and capturing that essence inspires me deeply.
We have also expanded into bespoke services, launching a custom denim line and a bespoke swimsuit experience under the Vanity Couture umbrella. Through this, clients can have a 3D avatar of their body created, allowing for fully customized swimsuits that are designed and manufactured to fit their unique shape. This exclusive experience is mirrored in our denim line, where clients can select the style, wash, trim, and finish, resulting in garments tailored specifically to their measurements. This addresses a common need for clothing that fits perfectly, catering to diverse body types – whether petite, tall, curvy, or somewhere in between.
I am proud to not only offer beautiful ready-to-wear pieces but also to help solve the frustrations of finding garments that truly fit and flatter. Through our unique services and commitment to quality, we aim to redefine the luxury experience, making it accessible and personalized for every client.
What’s a lesson you had to unlearn and what’s the backstory?
A valuable lesson I had to unlearn along this journey is the need to control every aspect of the process. In the early stages of Vanity Couture, I felt a strong desire to oversee every detail, believing that maintaining full control would ensure quality and success. While this level of dedication served me well initially, it ultimately led to burnout and limited the brand’s potential for growth.
The turning point came as I began expanding into new markets and working with international partners. I realized that by trusting others and delegating responsibilities, not only did the business operate more efficiently, but it also allowed me to focus on the bigger picture – innovation, expansion, and nurturing the creative aspects of the brand. Learning to let go of control and embrace collaboration has been transformative, enabling Vanity Couture to scale in ways that would not have been possible otherwise.
Trusting skilled professionals and building a team that shares my vision has been one of the most rewarding aspects of this process. It reinforced the idea that true leadership isn’t about doing everything yourself but empowering others to contribute their expertise. This shift has allowed me to maintain balance, stay inspired, and foster growth for both myself and the brand.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
A resource that has significantly shaped my entrepreneurial mindset is Bob Proctor’s book, “Change Your Paradigm, Change Your Life.” As someone who considers themselves highly spiritual, this book deeply resonated with me. It offers a wealth of knowledge and insight that feels limitless – every time I read it, I discover something new and applicable to my journey.
The book emphasizes the power of shifting your mindset and breaking free from limiting beliefs, which aligns with my personal experience of taking risks and trusting the process. Proctor’s teachings have reinforced my belief that we are all capable of extraordinary things if we are willing to put in the work and remain open to change. For anyone looking to pursue their passion and create a life aligned with their vision, I highly recommend this book. It’s not just about business growth, but personal evolution – an essential read for those ready to unlock their true potential.
Contact Info:
- Website: https://www.vanitycouture.com
- Instagram: https://www.instagram.com/vanitycouture
- Facebook: https://www.facebook.com/shopvanitycouture
- Linkedin: https://www.linkedin.com/company/vanity-couture-co/
- Youtube: https://www.youtube.com/vanitycouture9515
- Other: https://www.pinterest.com/vanitycoutureofficial
Image Credits
Images with dark fireplace, dresses and night swim are @michaelk.photo
Swimweek photo behind the scenes are @valiguras
Swimweekrunway photos are @yvancreates
Solo blonde model photos @shubila_k