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

Stephanie, looking forward to hearing all of your stories today. So, let’s start with a hypothetical – what would you change about the educational system?

In the traditional educational system, particularly fashion universities and higher education, the focus has been on preparing students to thrive in the industry by working for someone else. This approach often neglects to equip students with the knowledge and skills necessary to build their own dreams and empires. In today’s world, where technology has made education more accessible than ever, I am committed to reshaping how we educate aspiring fashion entrepreneurs and making that knowledge accessible.

The rigid structure of traditional fashion schools and universities poses significant challenges. People often face the dilemma of having to choose between quitting their 9-to-5 jobs to pursue education or neglecting their dreams to maintain financial stability. This model restricts the needs and circumstances of modern learners.

I firmly believe that everyone deserves the opportunity to learn and work towards their dreams. Education should be flexible and limitless, allowing individuals to learn at their own pace, in their own time, and from any location.

It is time for educational institutions to shift their focus from “producing” employees to nurturing entrepreneurs. Students should be empowered with the tools and mindset to create their own paths, work on their own dreams, and build fulfilling careers and businesses. This approach to education not only fosters business success but also personal fulfillment, as individuals are encouraged to pursue their true passions and be able to make a living from that.

By revolutionizing the educational system to be more inclusive, flexible, and entrepreneurship-oriented, we can pave the way for a future where individuals are not just surviving but thriving. They will have the freedom to create careers that align with their dreams, leading to a more fulfilled and satisfied society.

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

As a little girl, I always knew I was destined for something in fashion. The dream was clear, but life had other plans. When my parents divorced, our family fell on hard times. My dreams of attending a top fashion university faded as we struggled just to get by. Instead of the runway lights, I found myself in Indonesia, grappling with the reality of shattered dreams.

I didn’t have the privilege of attending a prestigious fashion university. Financial constraints meant that my education was limited to a fashion business diploma—a program that taught me how to be an employee, not a visionary brand owner. My first and only 9-to-5 job was as a visual merchandiser. While it paid the bills, it was merely a stepping stone toward my true passion: building my own fashion brand.

Fast forward to today, and I’m proud to say I’ve defied the odds. After starting my brand with a few thousand dollards, I’m now a serial fashion entrepreneur who’s built a 7-figure fashion empire. My journey includes launching my brand THIS IS A LOVE SONG, establishing an ethical garment consulting and manufacturing company, TIALS Studio, and founding the top online fashion business academy, SYFB.

My fashion brand was named a “Brand to Watch” by Harper’s Bazaar and even landed me a non-paid feature in Forbes—a feat that’s far from easy to achieve. It has since been worn by the likes of Rihanna, Miley Cyrus, Kylie Jenner and worn by Margot Robbie in the movie Birds of Prey.

My passion for ethical and sustainable fashion has taken me around the globe, where I’ve had the privilege of helping clients and students create their own 6 to 7-figure fashion businesses. With over 14 years of hands-on experience, I’ve distilled real-life strategies into practical lessons to support fashionpreneurs at every stage of their brand journey. .

One of the most transformative moments in my career came in 2018 when my brand was chosen out of 6,000 applicants to be mentored by the legendary Virgil Abloh. This once-in-a-lifetime experience wasn’t just about branding strategies; it was a mentorship in creativity, resilience, and innovation. Learning from Virgil Abloh up close profoundly influenced how I operate as a brand owner, and it’s this wisdom that I now bring to my students and clients.

Today, I’m thrilled to share my knowledge and experience through the Brand Incubator Program—a program that encapsulates everything I’ve learned over the past 14+ years and is our signature program for start ups and existing brands. Aside from that I also consult and provide 1:1 support to brand owners through my private mentorship and consulting containers. It’s my way of giving back and empowering the next generation of fashion entrepreneurs.

What sets me apart is that I support brand owners at every stage of their journey—from start to scale—so they don’t need to spend four years in fashion school and go into debt to pursue a higher education, only to be trained as employees rather than fashionpreneurs. I’ve had students with no fashion background launch their brands and showcase at LA Fashion Week. I’ve also mentored a student who, after studying fashion for four years, still felt lost and joined my program. She went on to show her collection at Paris Fashion Week after joining the program and achieve international success with her brand.

In many ways, I’m helping my younger self—the girl who was trying to figure it all out on her own. Whether you’re just starting or looking to scale, I’m here to help you turn your fashion dreams into reality, just as I did with mine.

What’s a lesson you had to unlearn and what’s the backstory?

Studying fashion business in college, I had a dream of launching my own brand. However, after completing this diploma program, I realized I didn’t know how to turn that dream into reality! Despite my education, I felt so unprepared to start my own fashion brand. So, I did what seemed like the logical step: I applied for jobs in the fashion industry.

I landed a position as a visual merchandiser in Bali. While grateful for the job, I couldn’t take the disappointment that came with it. On the first day of my 9-to-5 job, I knew deep down that I wanted more. I wanted to work on my own terms, pursuing my own dreams, and bring my own vision to life, not someone else’s.
After working for more than a year as a visual merchandiser, I decided to take the leap. I quit my job and began building my own fashion brand.

Starting from zero was daunting and not what I expected at all. This realization led me to a turning point in my life. I had to unlearn everything I had been taught in college. The education I received had not equipped me with the practical skills or entrepreneurial mindset needed to start my own business. I had to start from scratch, nurturing my own entrepreneurial spirit and learning all the practical aspects of running a business.
I had no guidance, faced countless trials and errors, and often felt lonely. But through perseverance, I gradually built my brand.
This journey of unlearning and relearning is what inspired me to create Start Your Fashion Business (SYFB). My mission is to help aspiring fashion entrepreneurs navigate the challenges, avoid the pitfalls that I encountered and make this knowledge more accessible for them. I wanted to be the resource and guide that I wished I had when I first started my brand.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

As a fashion business mentor, I offer more than just theoretical knowledge. I am the only mentor who combines the experience of running a successful fashion brand with the insights of owning a garment manufacturing business as well as being a brand consultant for more than a decade. When we started Start Your Fashion Business (SYFB) in 2020, we quickly became known for being the online fashion academy that delivers real results. Since then I’ve had students who went to LA Fashion Week, Paris Fashion Week and sold out their collections without any prior fashion or business experience. My students choose and trust me because they know I have been in their shoes, faced the same challenges, and found effective solutions. They can see that I genuinely care about their success too. This combination ensures that our teachings are not only relevant but also deeply grounded in real-world applications.
My reputation is built on the foundation of walking the talk. My extensive experience, coupled with a genuine passion for helping hundreds of brands worldwide, has established me as a trusted mentor in the fashion business community and is why my students and clients continue to choose and recommend me.

Contact Info:

• Website: https://www.startyourfashionbusiness.com
• Instagram: https://www.instagram.com/startyourfashionbusiness
• Facebook: https://www.facebook.com/startyourfashionbusiness
• Linkedin: https://www.linkedin.com/in/stephaniesrikandi/
• Youtube: https://www.youtube.com/@startyourfashionbusiness

Image Credits

David Kristian