The plus size community has always had an entrepreneurial spirit. Never before have we seen such a celebration of plus size fashion. However, what do you do when you have passion and drive but lack the business knowledge to make your business grow?
Meet Antoinette Cheek and Audra Oden, owners of Suite2a. Together they embody the knowledge and experience to work with up-and-coming companies to reach the next level. If you are an up-and-coming company looking for guidance and direction, we are so very proud to introduce you to these two fabulous ladies. I also had an opportunity to talk to them in an exclusive interview to learn more about Suite2a.
Madeline Jones: Antoinette, can you tell us a little about yourself and how the idea for Suite2a came about?
Antoinette Cheek: Sure! Suite2a was an idea that was born out of two elements: observation and passion. Audra and I both love boutique shopping, whether online or at brick and mortar-based retailers.
As consumers, we noticed that many of our favorite boutiques in the fashion, fitness and lifestyle industries had amazing products. However, many times they were undervalued or just unknown because the strength of their overall brand was missing core elements, such as: a clear brand story, commercial grade photography and/or a strong social following. With one or more of these key components gone, we saw a cycle where some of our favorite boutiques came and went… quickly. As two creative professionals that had spent time in the commercial world, we understood how we could help stop this cycle. Thus, Suite2a was born.
My role at Suite2a is the Chief Brand Strategist. This means I sit with our clients and go deep with them on their business. I learn about who they are, their target audience, their business goals and then I start to build. Building means a variety of things: strengthening a retailer’s brand story, helping them to better position themselves socially and/or refocusing their current e-commerce strategy to be more compelling and get a further return on their investment.
Prior to owning Suite2a, I held leadership roles in Corporate Communications at both GE and PepsiCo.
Madeline Jones: I’ve seen your work, amazing! Audra, can you tell us a little about yourself and what your role is at Suite2a?
Audra Oden: That is so sweet, thank you! I am the Lead Photographer and Creative Director at Suite2a. In my eyes, imagery is one of the key components that helps breathe life into a retailer. Yet in many cases it’s neglected, which can lead to lack of consumer confidence in a brand. At Suite2a, photography is one of the main ingredients in our strategy and it is what sets us apart from our peers in the boutique agency space. As the Creative Director, I oversee the creative process for our clients. Whether it’s the development of a look book, e-commerce shots, layout of an e-commerce website, or developing a digital arrangement for an ad—I organize the ultimate direction for how the brand story of a client will look and feel.
Much of my career has been spent in the e-commerce world including a role as an E-Commerce Photographer for Fossil, Inc. I have a BFA in Advertising Design and am a certified professional photographer. I have been privileged to have many of my works published in numerous magazines, catalogs and websites, including PMM. While I lead photography at Suite2a, I am also a contributing photographer at the Houstonia Magazine.
Madeline Jones: For those that do not know about Suite2a, can you explain the premise of the company?
Antoinette: Suite2a is an agency that helps retailers engage with the shopper at each stop in their purchasing journey—ultimately we want to make the consumer’s experience memorable at a retailer…whether it’s online and/or offline. We do this through providing 3 major services: Photography, Brand Strategy and E-Commerce.
Madeline Jones: People speak about “branding” all the time. Could you explain the meaning of branding and how important it is for companies just getting started?
Audra: We have found that “branding” means different things to different clients. However, when we talk about branding at Suite2a, we define it as the promise you have with your customer. From your logo to a look book, branding is about showcasing to the client who you are and how you are going to drive a solution for their problem. It’s particularly important to remember that your brand consists of more than one element. It is not just about having a hang tag on your clothes or a cool website, the best branding is where multiple components are used to amplify the story of a retailer.
As a retailer just starting out, your brand is one of the most crucial investments you can make.
According to ReferralCandy — a Singapore-based company that automates referral programs for online retailers, there are approximately 102,728 e-commerce retailers in the United States that are generating at least $12,000 per year in revenue. That’s a significant competitive landscape. It is important for you to develop your brand early to differentiate yourself from other retailers. At Suite2a that is what we love, helping a new retailer build it’s brand from the ground up.
Madeline Jones: Can you give us an example of what potential clients could expect from working with Suite2a?
Antoinette: A potential client could receive many services from us, the most popular services include:
The Brand Diagnostic
The purpose of a Brand Diagnostic is to ascertain how your business is performing in the eyes of your customers.We do this through looking at 3 areas: Website (SEO performance, photography, shopping experience and content), Social Media ( trends, users and post performance), Brand Identity (Logo, Voice, Tone, Messaging). Post our analysis, we present and provide recommendations to our client, to begin a fruitful discussion on suggested next steps.
Look Book
The Look Book is one of the best ways for any retailer and/or designer to convey their vision for their brand. We take a unique approach to designing a look book. We begin with the development of a story line, and then from there, we design a mood board to bring the story alive. Once you approve of the story and mood boards, we will source the models, stylists, make-up artists, location and conduct the shoot. The images will then be formed into the format you desire, including a pdf for print, mircosite, and/or sliders on your existing website.
E-Commerce Site
For many retailers, a bulk of their earnings come from online sales. We help clients to build e-commerce sites that not only best tell the story of who they are, but create an amazing customer experience. Many times, we will rebuild on a customer’s current platform focusing on imagery and copy. We also do many lifestyle shoots where the images are used for visual installations and develop ads for retailer advertising.
Madeline Jones: Can you share some of your industry secrets to becoming a successful brand in the plus size industry?
Antoinette: Great question! When we look at how we have supported brands in the plus size industry and where we have seen success, it’s really in 3 areas:
1) Understanding and Appealing to the Market: It is important for plus size retailers to understand the facts.
With that being said, imagine how much the plus size industry could make with real size representation in their branding.
Understanding these facts, when we work with a retailer in the plus size industry, one of the first things we do is an audit of their brand and answer a few questions:
Remember: A picture is worth a thousand words; missing the chance to show the beauty in every BODY in your boutique’s branding, can cost you thousands.
2) Don’t compromise your store’s integrity:
We find that many plus size retailer owners and designers tend to over promise and under deliver. This is due to the fact that they have not taken the time to truly understand the diversity within the plus size community. Thus, many retailers think they know who the plus size woman is and end up, unintentionally, making false claims in regards to sizing and styles.
We encourage our clients to get assistance in analyzing their customer and then focus their branding on their customers’ needs. While the plus size market is a niche, it’s important to understand that there are many elements that should not be ignored with this target audience.
3) Avoiding starting a store on Instagram:
It is becoming popular for boutiques to get started through selling using social media. We understand the initial thinking of the retailer owner. We get it. Instagram and Facebook are free spaces and provide a cost savings as you are lowering your “overhead”.
However, especially for retailers catering to plus size women, the lack of investment in an e-commerce site leaves a big chance that you will not gain a returning customer. There is still a fear and lack of trust in the plus size community to purchase online. Historically, when plus size women have purchased online, they are disappointed with their purchase—due to sizing, style etc.
A dedicated e-commerce site gives you the ability to post strong imagery, even videos, so a customer can see the movement of the clothes. This customized shopping experience brings comfort to a buyer and makes them want to buy more… and buy again.
Madeline Jones: How can someone get in touch with Suite2a?
Audra: Many Ways!
By Phone (call or text): 516-721-7758
By Email: contact@suite2a.com
Social Media – Twitter, Facebook and IG handle: @suite2a
We also attend many industry events and we will host free private consultations with potential clients. For example, Antoinette will be attending Full Figured Fashion Week on behalf of Suite2a. If anyone is interested in having a discussion about their boutique’s branding, please contact us and we will be sure to connect with you in New York.
Our editor Madeline Jones continues to celebrate the joy of fashion on television shopping networks HSN, TSC (Canada), and QVCUK.
* WATCH HER LIVE ON HSN – May 31st at 11:00 am and 6:00PM
* Watch ONLINE by visiting hsn.com and clicking on WATCH LIVE
“I know I’m supposed to only be focused on selling clothes but it’s such a great opportunity to speak body positivity to so many people. I can’t help myself!” – Madeline Jones
After two very successful drops her first SUMMER DROP is here. When we asked where her inspiration came from she said, “This collection is my version of quiet luxury. No, you will not be paying thousands for an item but the aesthetic and luxury are present throughout this drop. I leaned into hues of moss, sunset orange, and off-white and added new fabrics like stretch lace and stretch linen. Also, lots of pockets!“
Shop the entire collection on HSN, QVCUK, and TSC here: linktr.ee/everydayjones
Follow everydayJONES by Madeline Jones on social media
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facebook.com/everydayJonesbyMadelineJones
It can feel like the entire world is focused on your every move and every word, waiting for you to say or do something they can use to tear down your reputation.
It’s exhausting—and it’s why taking care of yourself is so important.
In honor of Black History Month, I wanted to share this guide to help you make sure that you are taking care of yourself every single day so that you can be your best self for everyone else around you!
You need food. It literally keeps your body alive, so make sure to eat at least one time every day!
This seems obvious, but sometimes we forget about it! Make sure you’re drinking plenty of water throughout the day—it’ll help flush out toxins and keep your energy levels up.
Sleep is important for everyone, but especially when you’re a black woman who has to deal with all kinds of BS every day just because of who you are (and not because of anything else). Don’t let anyone tell you otherwise! You need sleep! Sleep gives us the energy we need to keep going each day without losing our minds or giving up entirely on society as a whole (or even just ourselves).
Get a massage or other type of bodywork—it’s a great way to relax and decompress after a long day at work.
Practice gratitude every morning and night by writing down three things you’re grateful for in your journal or telling yourself out loud what they are before bedtime.
Take time for yourself in whatever way works best for you—whether that’s reading a book or taking a bath or just sitting outside for 15 minutes in peace and quiet.
Get clear on what you deserve—and don’t settle for less than that. You can’t really love yourself if you don’t know what makes you happy and then pursue those things. If you want to be happy, start by figuring out what makes you happy and go after it.
You are not responsible for how other people feel or what they think about your life, so stop worrying about them so much. You don’t have time for that! Focus on yourself and let others do their own thing without your interference (unless they ask for it).
The plus size fashion retailer will be rolling out a new set of revolutionary mannequins featuring a variety of skin tones, which is reflective of the brand’s ethnically diverse consumer base.
The size-14 mannequins come in four skin tones, taking inspiration from the beauty industry, which has made strides in showcasing different skin tones in marketing campaigns and in-store ads.
Lane Bryant is the first major retailer in North America to launch mannequins with different skin tones, according to the brand. These mannequins will make their first appearance at Lane Bryant’s new Columbus, Ohio store.
This is a great addition to their in-store imagery, mailers and social media channels, which feature customers of different skin tones.
It’s so important for customers to see models and mannequins that they can identity with, so this was a smart choice for Lane Bryant to make as we enter a new decade.
Stay tuned to the blog for updates on what other stores will be included in the mannequin roll-out and IF there will be mannequins in different sizes as well.
What do you think of Lane Bryant rolling out mannequins in different skin tones in their stores? Follow us on social media and let us know: @plusmodelmag: Facebook | Instagram | Twitter
Have you seen our February 2020 cover celebrating Black History Month with the beautiful Jazzmine Carthon (sponsored by City Chic)? Click here to check it out!
We’re definitely ending the year with so many wins for the plus-size industry and here are 10 of our favorites from 2019:
This was the year we saw visibly plus size women (size 18+) front and center. With the average American woman now a size 18, we say, it’s about damn time.
From Tess Holliday gracing the July 2019 cover of Nylon to Lizzo ending the year on the cover of British Vogue, visibly plus size women were showing the world that they can exist in a larger body that may not be the perfect hourglass shape and be confident, happy and beautiful.
Universal Standard also continued to push the envelope by using a size 34/36 model on their website, which we predict will prompt other brands to use larger models alongside their usual size-14 and size-18 ones.
2019 was definitely the year of exciting brand launches, especially focused on a customer that hasn’t really been talked about… the high-end luxury buyer. New brands such as Ryllace and Henning directly serve that customer with luxe closet staples and quality basics. This new wave of luxury high-end brands forces the industry to recognize that plus size women are worth quality-made clothing and will spend the money to buy them.
Photo, Henning
Popular mainstream brands also expanded their size ranges to get in on the $30 billion dollar industry, such as Anthropologie, American Eagle and Madewell. With adidas recently launching up to size 4X in select styles and looking to expand on that in 2020, we’re excited to see where this will lead in the new decade.
Eloquii made the spring season a little brighter and bolder this year with their collaboration with celebrity makeup artist Priscilla Ono. Lane Bryant partnered with plus-size style influencer Rochelle Johnson of Beauticurve for a fresh and feminine collection.
Photo, Fashion to Figure
And Fashion to Figure’s collabs with influencers Nadia Aboulhosn and Sarah Rae Vargas gave us sexy and classy, along with snake print wide calf boots that plus-size fashionistas are still coveting.
There were some collab fails this year (we won’t name names) but if these successful collaborations are any indication of what’s to come in 2020, we can’t wait!
This year, we saw iconic designers such as Diane Von Furstenberg (via 11 Honoré), Betsey Johnson (via Dia & Co), Veronica Beard, Tanya Taylor, Rebecca Minkoff (via Stitch Fix) and Hilary Macmillan expand their sizing, with most notably, Macmillan offering up to a size 4X.
Speaking of 11 Honoré, they are truly disrupting the designer fashion world and changing the belief that only straight size women wear designer clothing. When looking at the designer list on their site, we see well-known names such as Dolce & Cabbana, Rachel Comey and Carolina Herrera available in plus sizes. While only Herrera goes up to a 24, we see this as a step in the right direction, as we walk into a new decade.
In June, Nike stirred quite a bit of controversy when it made a bold move, adding plus-size mannequins to their UK flagship store.
This came as no surprise to us as they have been integrating plus sizes into their assortment and working with key plus-size influencers, as well as partnering with Alabama State plus-size dance team The Honeybeez on a feature.
When Cyrus dropped her new video “Mother’s Daughter” during the summer, who knew including a visibly plus-size model in it would cause an uproar?
The model, Angelina Duplisea, is not a size-14 hourglass shape with a flat tummy. And Cyrus was trying to show the beauty of all in her video. The comments that were posted on social media were downright horrible and no one deserves to be shamed in that way. Ever.
We wrote back then:
“One of the biggest takeaways from this video launch and the aftermath is that fat hatred is still prevalent in the world and there is still a ton of work to be done within the body positive movement.”
Let’s hope the 2020’s see less fat hatred and more body positivity. And kudos to Cyrus for speaking up after the launch, in defense of Duplisea.
Let’s be honest, it’s been Lizzo’s year and again, we say, it’s about damn time!
Three’s a charm in Lizzo’s case as it was her third album “Cuz I Love You” that helped her achieve mainstream success.
From earning eight Grammy nominations and three American Music Awards to an appearance on Saturday Night Live (which will be the final episode of the year and decade) and a small role in J Lo’s movie Hustlers, Lizzo was everywhere this year.
She also graced the cover of British Vogue, and Time Magazine named her their Entertainer of the Year, as did Entertainment Weekly. She had 61.6 million listeners on Spotify this year alone and Apple Music called her Breakthrough Artist of the Year.
Despite her single “Good as Hell” being three years old, that record and “Truth Hurts” were both on the Billboard Hot 100 at the same time. Lizzo is so well-known to the point where she was even an answer to a Jeopardy question.
We would not be surprised if Lizzo made an appearance during the Super Bowl Halftime Show in 2020 since JLo is the headliner with Shakera. After 8 years of touring and putting in the work, we’re happy to see Lizzo finally getting her due and kicking off a new decade in a successful place.
When the Curvy Kili Crew announced that they would be hiking up Mt Kilimanjaro on International Women’s Day 2019, we were in awe. Twenty plus size women of many shapes and sizes made that climb, showing the world that larger bodies can not only move but soar.
Curvy Kili Crew leader Christa Singleton climbed Mount Kilimanjaro in 2016 and as a self-described “slow, fat hiker”, the experience was life-changing and inspired her to go back. All the women in the crew have their own empowering story as to what inspired them to hike, however one goal unified them: to have this amazing experience with other women who understand what it’s like to be fat and active.
Crew member Deb Malkin summed it up perfectly:
“The chance to go on a great adventure with other plus-size/fat women was something I couldn’t miss, an experience of a lifetime. We all know what it’s like to be in the back of the pack. We will meet this challenge together.”
In 2020, the crew will head back to Kilimanjaro in February, Peru/Machu Picchu in July and then to Iceland in August. And you can join the crew on any of these hiking trips. Click here for more info.
This was the year the plus-size industry finally got its own awards show. The Full Figured Industry Awards (the FFIAS) took place, with categories such as Model of the Year, Photographer of the Year, Retailer of the Year and others.
With key industry professionals such as celebrity stylist Timothy Snell, IMG model Zach Miko and Project Runway model winner Liris Crosse in the building, the awards show was a wonderful opportunity for those in the industry to be recognized for their hard work.
Most of the industry goes unseen by the mainstream media/fashion industry so to be honored by your own community is a major win. And of course, the red carpet fashion was pure slayage. We can’t wait for next year!
Ending the year and decade on a positive note, the major bridal retailer announced that it will no longer charge more for plus size wedding gowns. This new policy will include bridesmaids’ gowns as well.
For those of you who are unfamiliar with the term “fat tax”, it’s when plus-size customers are charged more for clothing, visiting a spa or salon, etc. It’s been called unfair and some even say it fat-shames customers. The fat tax is especially prevalent in the bridal market, where manufacturers charge more for extra fabric, beading and lace.
Jim Marcum, CEO of David’s Bridal said in an official statement:
“On average, the upcharge for a plus size wedding gown is nearly 15 percent, and we do not believe that a woman’s size should determine how much she pays. Since I started at David’s Bridal just over four months ago, I have made it my number one priority to serve all brides, making it our mission to remind every bride that she is beautiful.”
Now that’s how you start a new decade! Thank you, David’s Bridal!
2019 was an exciting year and as we usher in a new decade, we can’t wait to see what happens next in the plus-size industry and beyond.
[divider] . [/divider]What were some of your favorite plus size moments of 2019? Follow us on social media and let us know: @plusmodelmag: Facebook | Instagram | Twitter
That comment Loni Love made, “There are no real plus size icons for me” has resulted in taking the focus off her recent holiday collection with Ashley Stewart and putting more focus on plus size women voicing their opinions on Love’s comments, including naming many plus size icons, white and black.
And it appears Love’s way of listening to those opinions is to block those individuals, most recently blocking plus size model and Project Runway model winner Liris Crosse, after having a heated discussion in a series of tweets.
As many in the fashion industry know, plus and mainstream, Crosse is a veteran in the modeling game. She has had a successful career in modeling for 20+ years, as well as acting, hosting and public speaking. She is now an author and has a successful Boot Camp program she developed for aspiring models. She was dubbed the Naomi Campbell of Plus by the media and was the first plus size model to win the model competition on Project Runway.
So when Jami Griggs of the blog Style Over Size responded to Love on Twitter, mentioning Crosse and Ashley Graham are plus size icons, it ignited a heated conversation, which resulted in Love blocking both Griggs and Crosse. See the exchange below (Screenshots courtesy of Liris Crosse/Twitter):
Author Danielle James wrote in that infamous article for Hello Beautiful:
“Loni Love is a pioneer in the industry for plus size women from being a hilarious comedian to having a successful talk show as well as an acting career and an author. One thing about Love is that she has always empowered plus size women, particularly Black plus size women, while on and off the set.”
We don’t dispute Love’s career accolades or her contribution in empowering women with those boss moves. However, after that interview, her recent interactions with plus size women, most of whom are Black, are not empowering other plus size women. What it’s doing is showing a side of Love that is not plus positive at all.
These women are simply trying to point out that there are plus size icons out there, including recent ones in the last five years. Past or present, that is a fact… the plus size industry is full of plus size icons in many areas, including fashion.
To echo Crosse, we haven’t been afforded the mainstream press opportunities to become the type of plus size icon that Love is apparently seeking.
Your words are not helping to elevate us, Loni Love. And that’s not the definition of empowering plus size women.
Instead of blocking our voices, we hope you will consider humbling yourself and actually listening to what we’re saying. You might actually find that plus size icon you seek in the process and learn more about the plus size industry.
We reached out to Loni Love for comment and no response has been received as of the publishing of this article.
What do you think of Loni Love and her “no plus size icons” comment? Follow us on social media and sound off: @plusmodelmag: Facebook | Instagram | Twitter
Whether soft or bold, this season’s Pantone color palette is showing itself in a stunning array of color choices.
PLUS Model combed the web to find the perfect plus fashions featuring each gorgeous color![divider] . [/divider]
VINCE CAMUTO Drawstring Sleeve Top from Nordstrom
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Colorblock One-Piece Swimsuit with Tie from Eloquii
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Jessica Howard Cold-Shoulder Ruffle Dress from Macy’s
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JM Collection Cold-Shoulder Dress, Created for Macy’s
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GIBSON Living in Yellow Claire Cardigan from Nordstrom
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Pleat Cold Shoulder Top from City Chic
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Ruffle Hem Wrap Dress from Eloquii
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Lavender Floral Maxi Dress from City Chic
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Longitude Feline High-Neck Swimsuit from Swmisuits For All
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Bow Neckline Sheath Dress from Eloquii
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Smocked Sleeve Fit and Flare Dress from Eloquii
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Cold Shoulder Ruffle Blouse from Avenue
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Remembering Mia Amber Davis: A Pioneer in Plus-Size Fashion
New Plus Model Castings and Opportunities!
Weekend Plus Fashion Deals…. Happening On Social!
Get to Know Our Cover Model Sharon Dumfries…
May 9 Edition – Our Favorite Plus Size Style Moments Of The Week
From Catwalk Crusader to Industry Watchdog: Felicity Hayward’s Decade of Disruption
SwimStar All Stars Partnership With Renowned Plus-size Model and Swimsuits For All Ambassador, Denise Bidot
We Will Never Be Empty Nesters… And That’s Okay
