The SHEILA FRANK woman is timeless and edgy. She effortlessly combines past, present and future in every look. The label is marked by classic designs with an otherworldly twist. Sheila wants the wearer to feel the mood, and live the story of the collection.
Fashion is art, this is SHEILA FRANK’S core belief. Sheila studied at Pennsylvania College of Art & Design, Interned for Charlotte Ronson and graduated from Moore College of Art & Design with a BFA in Fashion Design. As an artist, fashion is her medium and she carefully involves herself in every step of the design process from origination to execution. Reflect, breathe and create.
Here, she chats to us at House of Coco to tell us more…
When did you launch the brand and what was the reason behind it?
Upon graduation from college, I was interviewing non-stop and started to build a portfolio of work which eventually launched my brand. I realized quickly that I wanted to work for myself.
What is your background?
I studied Fine Arts at Pennsylvania College of Art & Design where I transferred to Moore College of Art & Design in Philadelphia. I graduated in 2007 with a BFA in Fashion Design. I interned for Charlotte Ronson in NYC.
How many people are involved in the company and what are their roles?
You could say that I launched my label a few times from swimwear, ready to wear, re-branding and now bridal. Most recently 8 months ago I opened my showroom.
The majority of my small business is run by myself. I have an Event Coordinator, Brand Ambassador in the USA and now one in London, a photographer, stylist and a few interns.
If you could start over with the business, would you do anything differently?
Yes, I would have listened to myself from the start. When I first got into fashion, I was eager and impatient. I listened to everyone suggestions on how I should be, and what I should do to make it in the industry.
It became a mish mash of an aesthetic, and I wasn’t true to myself.I did a lot of fashion shows in the beginning, which in reality isn’t necessary when you are starting out because people don’t know you. What you want to do is put your time into creating a great collection and showing at trade shows where there are real buyers.
What is the hardest challenge you faced since you started your company?
Keeping up with the demand.
Tell us one fact about you that people wouldn’t know?
I am a triplet.
2016 is here where do you plan on taking the brand?
International. There has been great interest in the UK, which excites me I have always felt drawn to Britain and I am not really sure why.
To date, what has been the highlight since launching?
That is hard! Most recently, opening my showroom.
What city do you feel most at home in, London, Paris, or New York?
I adore New York, but often felt lost in a sea of fashion designers. My heart tells me that London is where I need to be.
Three beauty products you can’t live without?
Maybellline Mascara, Cover Girl pressed powder, NYX lip gloss
Style Means …?
An expression of who you are at the time in your life. My style has changed so many times over the years.
Best thing about London to you?
The rich culture of art, music and museums. This would inspire anyone.
Statement shoe or statement bag?
I often base my outfit around my shoes.
If you had to, what piece of clothing from your wardrobe would you wear every day?
I have this drapey black cardigan, with deep pockets and 3/4 length sleeves. I have had it for over 10 yrs and wear it at least once a week.
Favourite long song?
Josh Grobin’s “When you say you love me”. My cousin who is an opera singer sang it for my first dance with my husband at our wedding.
Best place for coffee?
There is great place in central Pennsylvania called Cornerstone Coffee House. It is about 15 minutes from my store.
Most memorable piece of advice given to you?
Dreams do not have an expiration date.
I love creme brulee
If you could spend 24 hours anywhere in the world, where would it be?
I have dreamed of spending time in a quite cottage in Ireland.
In the future, how do you plan on expanding the company?
Having brand ambassadors helps to spread the word about the company. I hope to have a few more in other countries. Currently I am working with more of a custom clientele, but in the future I would like to center my label back to collections and be sold internationally in small boutiques and maybe a big department store in London like Selfridges and in the states like Bergdorf.
Find out more…