Women's History Month: Curator of The Week - Azana Williams

Happy March and Women's History Month!

With the conclusion of Black History Month and the beginning of Women's History Month, we are excited to introduce Azana Williams, Founder and CEO of Azana Serene, as part of our ongoing effort to celebrate and uplift BIPOC voices within and outside of our industry.

1. How did you get started in fashion? What's been your career road map?
   The fashion industry has always interested me and became a serious pursuit once I applied to FIDM (Fashion institute of Design and Merchandising) during my junior year of high school. With only one college application out in the world, I put my all into the craft and fell in love with designers like Monique Lhuillier. I graduated with degrees in fashion design, international product development, and business management so that I could build my own brand. Along the way, I took a position doing User Interface for a technology company- simply to make money at the time with a skill I had from college. This too turned into something I am also passionate about, and I’ve been growing in both careers ever since. Today, I’m the founder of the luxury women’s brand, Azana Serene and head the design team for COFEBE Inc.
   
   
   
    
2. What has been an important, perhaps the most important, lesson you’ve learned in your career so far?
   The most important lesson that I’ve learned as I grow as a business woman has been how to be comfortable with the uncomfortable. Why? Because there is no magic moment where there aren’t a million different aspects to manage, be it people or the deliverables you need to get done. I’ve had to realize that this balancing act comes with the territory, time blocking and baby steps are key, and taking a break is not a crime. I see this as such an important lesson because it’s easy to see “being the boss” and being in fashion as a glamorous career. Truly, it is! However, the day to day is a lot more about hustle- hustle and time management.
   
   
    
3. What inspires your creativity? What is your creative process like?
   Azana Serene was inspired by the woman I want to become and the stories of other women with great aspirations. I find my inspiration in iconic women and elegant, timeless fashion designs. I dream up stories or think of the women that I admire, and beautiful designs start flowing from me. These ideas come to me when I’m looking at fabrics, watching a movie, or thinking of my own big moments– then I turn them into a sketch. So much of my process revolves around the story being told and the fabrics being used. Fashion sketches become draped looks on a dress form, and soon enough it’s a garment that speaks to a moment.
   
    
4. If you could go back in time, what would you have told your younger self?
   If I had the opportunity to talk to my younger self, I’d remind her that nothing beautiful is built in a day and not to lose sight of the reason she started. Being an entrepreneur takes heart and it comes with plenty of pitfalls that I had no idea I would encounter. It is easy to get caught up in all the moving parts and forget to practice my craft. It is important to hold on to the parts you truly enjoy and make sure that you stay true to your vision while being open to learning from others. Most importantly, just breathe!
   
    
5. What’s the most interesting thing you’ve read or seen this week?
   I’ve seen a lot more business owners utilizing NFTs for access and memberships! It’s very cool to see what kind of role these are playing in fashion and tech, especially considering I can contribute to both. I recently saw what a big asset Ethereum has become and it’s awesome to see all of this during the beginning stages.
   
    
6. Any closing thoughts you want to share with the ThinkLA Members?
   Thank you for the opportunity to share more about Azana Serene and COFEBE! Already, so much has happened that I couldn’t have seen coming. I look forward to any opportunity to help any other entrepreneurs, fashion designers, and UX/UI designers grow in their career!

Want to know where you can follow Azana on social media?

Website: azanaserene.com
Instagram: azanaserene
Youtube: Azana Serene Official
Pinterest: Azana Serene