There are things they will teach you in marketing about “universal appeal”, about branding and about selling an ideal.

In fashion and beauty the goal is often to tell the consumer she is incomplete without, she isn’t good enough if she doesn’t have [product here]. Today I heard about single mother, still in school who felt the need to “step up” by buying Louboutin. The story which was relayed on Twitter just left me feeling disturbed and a bit dirty for being apart of that industry.

Something is wrong when women are made to feel so incomplete that they will lay down money they need for other things to fill a void an industry created for them. 

I do not want that for you and I don’t want that for the company I am building.

When I think of my customer, my target market, I see complete individuals: Men and women who so understand themselves and their place in the world that the things they choose to adorn themselves and their homes with are merely expressions of that complete self.

I intend to sell you no dreams, tell you that you need more things to be acceptable, loveable, or beautiful/handsome. You are perfect the way you are. These are just things, just tools of expression. I hope you love them but I hope you love you more.

-Elle

www.absynia.etsy.com