Today we’d like to introduce you to Rachel Borghard.
Hi Rachel, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
It’s my pleasure! I received my BFA in Fashion Design from Pratt Institute in 2014 and worked for a couple of luxury brands for several years. After experiencing a more serious side of fashion, it was important for me to start a brand rooted in optimism, positivity and individuality. In 2019 I founded Dooz as a way to combine my love for fashion and my interest in astrology (I’m a Taurus sun) and color theory. Astrology and fashion are so intertwined – both are a form of identity, self-expression and a way of connecting with yourself and others. Dooz plays with the idea of birth charts, horoscopes, and all things celestial, but we offer a sophisticated take on astrology by using color theory to represent each sign. Sport your sun, moon or rising, channel the energy of another sign, or wear your power color.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
Owning and operating a business ALWAYS comes with its challenges. Between Covid, the ever-changing social media landscape, and the supply chain crisis (just to name a few) there have been many obstacles to overcome but its par for the course. I’ve learned a ton of new skills along the way, but I’d say the biggest challenge is constantly adapting and pivoting. Both in regards to products, branding and overall strategy. When I see that something isn’t working, I’ve learned to shift directions and try something different. I built Dooz as an online brand. But when the pandemic hit, we were still very new to the market and we weren’t getting a lot of online traffic. As soon as places started to open up and it was safer to interact in person, I made a huge effort to start selling IRL. I hosted a ton of pop up shops to gain more of a physical presence, and honestly it was the best thing I could’ve done! I still host in-person events whenever the opportunity arises because there’s nothing better than connecting with your customers in person and having a physical presence. Being open to change means the brand is constantly growing and evolving… and that’s a great thing!
Can you tell our readers more about what you do and what you think sets you apart from others?
There are several things that set Dooz apart from other brands. Firstly, we’re a 100% woman-owned business. Secondly, we work with premium materials like Italian calfskin and Italian-spun cotton and our pieces are proudly handmade in the USA, primarily in Los Angeles. Lastly, everything in our line has a personalized touch. When you wear Dooz, you’re wearing a high-quality, ethically responsible item that has a personal meaning to you – whether you’re repping your astrological sign, a sign to represent a loved one, or wearing your power color to tap into your potential.
Our signature piece is the Céleste Bag, which is now available in 14 ultra chic colors. The Céleste is a marriage of form meets function. It’s half moon shape is designed with a wide base so there’s plenty of room for your essentials. And the best part? The handheld strap seamlessly extends to a long strap in a literal snap so you can wear it as a handheld, shoulder bag or crossbody. It’s a daily-use bag that’s casual but can also be dressed up – truly a closet staple!
I’ve always approached design with a more minimal and practical aesthetic, often inspired by architecture and industrial design. For me, it’s all about simple forms and fun colors.
Let’s talk about our city – what do you love? What do you not love?
I love the melting pot of cultures that is Los Angeles. Every neighborhood is so different than the next, yet there’s an overarching sense of community. The food scene is incredible, there’s always a party somewhere, and a celebrity spotting every once in a while keeps things interesting. The energy of the city is so motivating – people come to LA to make a name for themselves and that sense of independence and self-motivation permeates throughout the city. In terms of the cons, sometimes I wish things weren’t so spread out geographically – but every city has its pros and cons!
- Website: https://dooznyc.com/
- Instagram: https://www.instagram.com/dooznyc/
- Facebook: https://www.facebook.com/dooznyc/
- Twitter: https://twitter.com/dooznyc/
- Youtube: https://www.youtube.com/channel/UCU3QHecxQ24iq1VHuPIx5MQ
Photographers: Vanessa Grada, Sophie Sahara, Alexa Vitug