Today we’d like to introduce you to Diana Patricia Moya.
Thanks for sharing your story with us Diana Patricia. So, let’s start at the beginning, and we can move on from there.
I studied Fashion Design at Otis Parsons. Throughout my studies, I won a couple of Best Designer awards including the Rudi Gernreich Award in 1996. After graduating I moved to Italy, first Rome then Milano where I did a Masters in Fashion Design at The Istituto Europeo di Design IED.
Immediately after graduating I got an offer at Armani as a designer, He had chosen me among 75 other candidates. It was a great honor, although finally, I could not take the offer since I did not have the proper working visa for the EU. I spent several months trying to get my papers in order to be able to work in Italy for Armani or any of the big fashion houses.
In the meantime, I met a woman who had her own knitwear collection, and I started collaborating with her. We became partners, co-designing and selling the collection to boutiques all over the world. This is when I fell in love with knitwear, how creative you can be with it and the versatility of the yarn world. I did this for a couple of years.
Afterwards, I worked as an accessories designer alongside the head designer of handbags for Missoni and Dries Van Notten, and I also started working as a fashion stylist for many different photographers and fashion magazines which eventually led me to work in Paris for about 1 1/2 years.
I had a “taste” of different areas in the fashion industry working in Milan and Paris; these helped to shape my sense of style and love for quality in clothing and refined aesthetics. Eventually, I came back to Los Angeles in 2004 and went back to my initial love of designing Knitwear.
I got a job at a Knitwear manufacturer called Andari Fashion Inc. I designed for many private label clients including BEBE and Guess. I also started two knit collections under the Andari umbrella, which we showed at the Coterie trade shows and sold to many boutiques across the US for a few years until the crash of 2008.
I worked in a private label for a good ten years. In 2016, many of our clients closed their retail stores, so I was forced to start fresh and take a chance on myself. In 2017, I decided to start a self-funded collection called VIAVAI. Which in Italian means coming and going. It is designed for the “On the go” woman.
The VIAVAI woman is multi-dimensional, multicultural and has a busy schedule balancing work and play effortlessly. She is fashion savvy, has a keen eye for detail and looks for unique pieces that depict her personal feminine style.
The Collection of figure-flattering luxury knitwear dresses and separates are a perfect addition to the “on the go” woman’s wardrobe with styles that are versatile and can easily go from day to night, as well as being ideal for travel due to their wrinkle resistant nature.
VIAVAI is rich in texture, pattern, and color, making it irresistible; a “must have” grab and go! So far VIAVAI is distributed and sold in several boutiques across the U.S.A and Internationally in Barcelona, Spain.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It has not been an easy breezy road. I am a self-funded “one woman” show! 🙂 and have to deal with many trials and tribulations. It’s definitely a hustle!
First, it is not easy to find a reliable, high-quality factory that is willing to produce small minimums without charging very high prices.
Second, it takes time to nail down who your “customer” is, this part can be quite challenging and ever evolving.
Third, the financial part is a big challenge as it takes a lot of investment in samples, showroom, etc. before you actually make any profit.
Fourth, I have learned fast that just because you have an online store does not mean that online sales will start rolling in as soon as you are “live.”
*You have to be careful also about how many people are constantly asking for free products in exchange for posts You have to choose your “brand ambassadors” wisely and not give away product easily.
These are just a few examples, in addition, the competition is very high, and the brick and mortar retail stores are suffering from low sales, so Boutiques are very careful about purchasing new brands so it makes it very challenging to get your product placed and the exposure one needs to grow the brand organically.
Alright – so let’s talk business. Tell us about VIAVAI FASHION – what should we know?
My brand is a luxury knitwear collection of dresses and separates. I specialize in styles that are very feminine and figure flattering. They are sexy and classy as previously mentioned for a woman who needs to wear versatile styles that easily go from Day to Night and that are great for travel.
When a woman wears my styles, she immediately becomes conscious of her posture and stance. The styles mold to different figures and look great on most women curvy and or lean, they make a woman feel special, and the styles are definitely eye-catching.
I am proud to be an independent woman entrepreneur that is building a brand to empower women, to allow them to feel sexy and own their femininity without being vulgar, and perhaps inspire them to lead a healthier lifestyle where they are more fit and self-secure.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I have a close group of “fashionista” girlfriends who have supported me on my journey so far and my mother who has helped out on the financial aspect of the company.
Contact Info:
- Address: 10835 Santa Monica Blvd Suite 202-A Los Angeles, Ca 90025
- Website: www.viavaifashion.com
- Phone: 3109806692
- Email: [email protected]
- Instagram: https://www.instagram.com/viavai.fashion/
- Facebook: https://www.facebook.com/viavaila
- Twitter: VIAVAI FASHION
- Yelp: VIAVAI FASHION
Image Credit:
Personal Photo: Clinton H Wallace @ https://www.facebook.com/PhotomundoInternational/
Fashion Photographer: https://www.doncunningham.studio
Models: https://www.instagram.com/sarahhoconnorr/
https://www.instagram.com/catnorris_/
https://www.instagram.com/isobelmaylou/
Hair and Makeup: https://www.instagram.com/almastardust/
https://www.instagram.com/barbaralamelzamakeup/
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