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Daniella Stone - plying her 'wear'

Published:Monday | November 3, 2014 | 12:00 AM
Daniela Stone models one of her designs that she distributes through Sashu Boutique.
When she was unable to find a job with her marketing degree, Daniela Stone turned to fashion designing. Contributed
Daniela Stone modeling a swimwear from Sokini Swimwear. Leighton Levy/Photographer

Leighton Levy, Contributor

Then Daniela Stone graduated from the University of Technology last summer with a degree in marketing; like any other graduate, she set about trying to find a job. When that didn't work out, she got busy.

She set about acquiring additional skills that not only gave her options, but options she wanted to pursue. "After graduating from university, I realised that the job market wasn't as fruitful as I wanted it to be. I have always believed that every young person should have a skill, and I decided that my skill was going to be fashion designing," Stone told Flair. "So I looked up a few schools and selected Kaju Fashion in Pembroke Hall."

Stone reveals that her desire to become a designer/stylist, came from a basic need that she was unable to fill. Stone, 25, stands just over five feet tall, and is blessed with curves, which can be a curse in a world where clothes seems to be designed mainly for the very thin. "I love clothes, but I couldn't find anything that fit me, so I decided to make them for myself. I found I had to buy and tailor, or wear basic stretch-to-fit clothes," she revealed.

unique and comfortable

She began learning the trade in October 2013, mere months after receiving her degree, and, so far, she is excited about her future. The early signs have largely been positive. Stone has already begun to attract clients, including a television personality who believes she has what it takes to be great. "What stands out about Daniela is that she is not just a stylist, she is a trainer designer and can literally design and make pieces," notes Saudicka Diaram, host of CVM TV's D'Wrap. "She strives to make her clients feel unique and comfortable, and I think that's what everyone looks for in a stylist. She works with your body type and doesn't try to put you in outfits just because they are popular. She will make you stand out effortlessly."

The young stylist is also already getting some of her designs out into the marketplace by partnering with a new fashion store called Sashu Boutique that has shops in Portmore Pines Plaza in St Catherine and on Lady Musgrave Avenue in New Kingston.

She explains that she decided to partner with Denise Turner, the proprietor of Sashu Boutique, since the selections available at the store were in line with her style choices and because of the diverse range of clothing they sell. "When I looked at the stuff they carry, they have a variety of styles, especially for curvy women, so I decided to go through them to showcase my designs."

Stone has also forged partnerships as well, introducing 'Sokini' swimwear to Sashu Boutique, further broadening their appeal and potential clientele.

Stone completes her designing course this month, after which she plans to officially launch a line and hopefully showcase it on the various local fashion shows, and take it from there. However, what is most important to her is to have a line that her clients can relate to. "I want it to be a niche line," she said, "very unique but very trendy and affordable as well."