Get the story behind the headbands you see all over Instagram:
"You have to live your aesthetic."Author:Tyler McCallPublish date:Jun 3, 2019Updated onMay 31, 2019In our long-running series, "How I'm Making It," we talk to people making a living in the fashion and beauty industries about how they broke in and found success.
But one sell-out headband is just the culmination of a long career in fashion for Sadoughi, who started out choosing trims at Rebecca Taylor as a design assistant. From there, she transitioned into the world of costume jewelry, working alongside Jenna Lyons to launch J.Crew's jewelry line, before ultimately launching her own brand in 2012.
I was there for a few years, and from there I moved to a private label for Ippolita. It was a big move for me, because I went from an apparel company to a jewelry company. I just learned it as I went. I was making stuff for Banana Republic, Old Navy, Club Monaco, Neiman Marcus, Anthropologie, Ann Taylor — almost all the people that do custom jewelry in these big corporate companies.
When I first started, Jenna was like, 'If it looks real, it's got to be real; I don't want to use crystals and I don't want to use fake pearls.' I finally was able to throw in some pearls and crystals and mixing it up in a fresh way. I definitely had a leg up because people knew my designs from J. Crew, and they knew the J. Crew jewelry, so a lot of people were really interested in seeing the collection. I started with what I called slider bracelets. Having done jewelry for so long and going to China all the time, I understood which materials look and feel nice, and are good value for what they cost — like glass and reconstituted stones and things like that. You can get gorgeous colors and they're not that pricey.
Then a bunch of influencers started to wear them. We are not gifting anybody, and I've certainly never even had a budget to pay any influencer, ever. We would see it when they would post it. I think it just goes to show you that when you have a product that people want, it gets out there. I think Instagram's just been a really big part of our exposure, which has been great.
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