Isobel Walker is one of those people who took a vision and made it a reality. This jewellery designer took an idea and made it into a product- one that was recognized frequently at this past Ottawa Fashion Week. So who is the designer and how did she come up with 'frAsh'?
“Your jewellery is very interesting and unique. It’s like nothing currently on the market. How do you come up with these ideas? Is there a single inspiration or do you get inspiration from various places?”
All my jewellery is inspired by my internal struggle of being a tomboy yet wanting to show my femininity at the same time. All my pieces have a type of juxtaposition, raw and finished, masculine and feminine, ultra femme and rock and roll. Often times I see elements of accessories that I like and then tweak them to fit my own agenda. Because I am such a small outfit I am forced to work with the restraints of my limitations, which also forces me to be more creative than those with unlimited resources.
“Where does the name frAsh come from? And is there any significance to the logo?”
frAsh is an amalgamation of fresh and trash. When I first started frAsh I could only afford secondhand or found materials so I was taking someone else's trash and making it fresh.
The Logo is a combination of the necessity of brand recognition - a lower case 'f' and an upper case A was mandatory after numerous articles miswrote the company name as Fresh. The Raven symbolizes the bringer of light and scavenger of shiny objects. I thought that this imagery epitomized my ideas for the brand.
“Where would you like to see frAsh go in the future?”
I love that the growth has been slow and steady. It makes it manageable and I am not forced to outsource the designing and manufacturing I have my hands on every piece. I would love to see
frAsh in more high-end boutiques that complement the brand. I love meeting like-minded artists and individuals that appreciate items that are carefully created and not produced en masse.
“How do you define fashion?”
I have always looked at fashion as a way of self expression. Harmless and disposable self expression. I am now at a stage where the pieces of my wardrobe are becoming more permanent and classic. Not necessarily classic by industry standards but I no longer purchase for the sake of being on trend, but purchase pieces that I love. I believe this is a reflection of the economy and that people as a whole want to purchase elements that last and will always be fashionable. Fashion is a voice that does not have to be defined by financial means. It can be found, made, and purchased. That is why I love it.
“What would be the one advice you would give to jewellery designers working to get their name out there?”
Be patient. It has taken over nine years of sleepless nights, sweat and tears. It takes a lot of support and true love of the game. If you are in it for the money don't even bother.
Malene Soegaard - Malene spends her life analyzing fashion and movies. She operates two print magazines and is a published author.
