Interview with Fashion Designers & Artists Neola and Okhannah
I am super excited and truly honored to introduce Neola and Okhannah to the Shades of Tatiana Interview Series.
Today we are going to chat about the journey of these two creative women who have created an authentic & unique brand of scarves. If you want to connect with fashion designers who create their scarf designs based on the archetypical mythological side of human nature. Plus, implement Jungian psychology. Then, keep reading!
So, without further ado, let’s meet Neola and Okhannah!
Neola and Okhannah are two designers and artists, who derive inspiration from archetypical and mythological side of human nature as well as Jungian psychology. Having explored and experimented with numerous techniques and materials they have created a collection of unique silk scarves, which are something more than just beautiful designs. Every scarf has its bright and unique individuality, character and story.
Let’s Get Started!
1. Hello Neola and Okhannah! Could you tell me a little bit about yourselves?
Neola: We are of Russian origin. I have a degree in international affairs, but I have always been keen on arts as a way of expressing my inner images, so I studied and experimented with different techniques, which has led me to create Luminuarna scarf collection.
Okhanah: I studied fine art at the University of Hertfordshire, and I am also keen on filmmaking. I am passionate about the inner life of people and its beauty, which inspires me to create my artworks.
2. How did the idea for your business come about and how did you guys get started?
When we had an idea of creating silk scarves, we didn't know how far it would take us. Initially, it was just a surge of inspiration that longed to be expressed. We didn't think much about the financial future of this project as we were captured by the process of creation. After we printed the first batch to see the result of our work, we were very pleased with it - the scarves looked wonderful and unique.
Then it all started happening spontaneously and in a natural flow of events. We quickly found a manufacturer with high-quality equipment and silk, ordered a bigger batch, set up a website and an advertisement campaign, made several photo and video shoots. We had skills in all those spheres, so the whole process was carried out solely by us.
3. How was the brand name Luminuarna created? What inspired it?
We were searching for an exotic name that didn't exist as a word and which would reflect the original spirit of our scarves. Eventually, we came up with a word Luminuarna, which is made up of two parts - "lumi", which means "light", and a transformed French word "noir", which means "black" or "dark". This way, Luminuarna has become a symbol of the interaction of the light and the darkness, which is the fundament not only of artistic work but of all processes in life.
4. What sort of inspirations do you guys have?
Designs for Luminuarna scarves have roots in archetypical and mythological aspects of our being as well as in the works of the well-known Swiss psychologist Carl Gustav Jung. We enjoy bringing out irrational images from somewhere on the broader of dreams and turn them into unexpected combinations. For us, dreams and human imagination are something real and very important. They reflect the subconscious side of our lives and minds, which holds huge creative force, and are like a fathomless well that you can derive inspiration from. Our scarves are full of symbolic, dreamlike and sometimes archaic atmosphere sending one back to the Jungian primordial images.
5. What has been the hardest part of starting the business?
The main engines and reasons for creating Luminaurna were raw inspiration and fun, and the whole process was set up spontaneously on the wave of this initial inspiration and enjoyment from the process. So, we didn't have many problems on our way apart from minor ones like finding eco-friendly and custom size brand packaging and just building the understanding of how things work in the sphere of online trading.
6. What are your greatest fears, and how do you manage them?
As it may already be clear from our previous answers, the whole project is just fun for us, so we don't have many fears, and even if something ever goes wrong, we would not be upset. This whole thing has been a huge positive experience for us, and we will never regret having realized it whatever path it will take us.
7. What makes your business unique?
There are of course a lot of unique and beautiful silk scarf brands, each in their own way, let alone such huge and well-known ones like Hermes, for example. However, there is now a substantial demand for something off the beaten track and products born by the imagination of small artists, which makes them something particularly extraordinary and unseen before.
Our scarves stand out even in this niche. To create designs for our scarves, apart from acrylic and watercolor paints we also use alcohol inks, which, driven and directed by warm airflow, take various shapes on special plastic paper. Controlling the force and direction of the swirls of hot air like an invisible brush you give birth to unique color interweavings which one may contemplate for hours, each time finding new shapes concealed deep within their irrational depths. It resembles the co-creation of the elements, the consciousness, and the imagination of the painter and the outer world, which results in unique patterns and color combinations. These artworks are then scanned in high resolution and on top of them we create our designs in graphical editors. These designs have their unique style and many-layered symbolic depth.
8. Can you tell me a little about how you derive inspiration from the archetypical and mythological side of human nature as well as Jungian psychology?
Psychology has always been our passion. It is a way to better understand your own nature and motivation, go deep into the irrational ocean of your subconscious and dive out with precious treasures that can be used for art. When it comes to art, the Subconscious is a boundless source for new ideas, images and symbols waiting to be expressed and interpreted in many ways. Carl Gustav Jung and his follower Clarissa Pinkola Estes with her book "Women Who Run with the Wolves" served as a source of inspiration for us because they admit that myths and fantasies can shape Archetypes that we unconsciously bring into our own lives, experiencing them in real life as if we were characters of the story. It creates a space for a Wonder.
For our silk scarves, we create images that are derived from our own Subconscious, the most beautiful and peaceful parts of it. We hope that they will serve as some kind of a pitch pipe for other women. We like to think that wearing our scarves can make them feel better on a deeper level.
9. What is your favorite scarf design among your collection? Why?
If you have more than one child, who do you love more? :) Every scarf has its own story and spirit and we cannot pick out one. You'd better visit our website and see them with your own eyes - maybe you will find the one that will become your favorite.
10. Who do you sell to and how do you get to your customers?
Our scarves are designed to help modern women in the everyday urban hustle to stay relaxed and graceful, flow like water, yet be rooted, connect to their deep natural wisdom, inner grace, and freedom, be true and create beautiful space around them. As for the way we reach our customers, we do it via social networks.
11. What tools/platforms did you use or still use to grow your business?
We have a Shopify-based website as well as Facebook and Instagram accounts, which we use for our advertisement campaigns. We are also planning to try out google ads in the future.
12. What characteristics or skills are most important when building a business?
It depends on the type of business. In our project, it is first of all important to be many-sided and multi-tooled, i.e. be able to carry out different tasks like web design, ad campaigns, photoshoots and so on.
13. How does each of you describe your own personal style?
Okhanah: As for me, I like clothes made of natural materials that have a free cut and original design. I like such things as capes and kimonos and wearing them with wide-leg pants. I guess it changes the way I feel and makes me relaxed and elegant at the same time. Flower patterns and embroidery are my top favorite things. I like wearing clothes that as if take me somewhere to an oasis in the middle of a dessert, which is natural and authentic and makes me feel, let’s say, a free magical nomad priestess.
This self-perception has become some kind of Archetype in my life and makes me feel confident and true. I also have some classic suits and simple casual clothes in my closet, however, when I wear them it’s also for the sake of putting on an image that goes with my mood.
I find that clothes have a tremendous influence on the way you feel, which in turn affects your life, perception, and choices. This is probably what makes me so excited about our scarves, as we were creating accessories that would give women a very special feeling of wearing authentic and natural high-end products with hand-painted poetic motifs.
Neola: We actually have very similar style concepts, especially when it comes not only to the external part of it but and its deeper meanings and what parts of you it awakens when you wear it. I am also fond of unusual clothing with an oriental and tribal touch.
I particularly like warm earthy colors like terracotta, ochre, and auburn as well as wine ones like burgundy and marsala. Besides, I like to have my clothes tailor-made or make them myself. Sometimes I buy some unique pieces of clothing made by some artisan. All in all, I am into things that bridge ancient ethnic motives and modern styles.
14. From both of your points of view, what are the notable trends for the upcoming season?
It might be a very strange thing to hear from designers, whose products are fashion-oriented, but we find ourselves somehow outside the common trends and do not really follow the latest fashion but rather do what some inner force drives us to, and we just follow it whatever the trends. We try to stay alive and true to ourselves, and our scarves, being a product of this living and true force, can be a unique accessory in any season and trend and help any style start breathing with life.
Fun Questions
15. What’s your favorite thing to do in your free time?
Neola: I continue educating myself in the art sphere and study music. I am also keen on psychology, traveling and finding new images, symbols and sources of inspiration.
Okhanah: I love reading, sewing, painting. Sometimes I do horse riding and hiking. Animals and nature inspire me a lot.
16. What mantra do you live by?
We have a desire to always stay true to ourselves and that is probably something we really live by.
17. What #1 product in your collection is getting the most traction?
I think it is the scarf called While The Gates Are Open.
18. What’s the best part of running the business?
We enjoy the fact that we can unleash our creativity and make everything in a way that we find compelling. We can also switch between activities such as painting, design, direction of photo and video shoots, marketing and planning. When you run a business, you have great autonomy and responsibility as well.
19. Where do you see your business in the next year? In the next five years? The next ten years?
Strange as it may sound, we don't plan that far and stay flexible and in the flow. However, we would love to launch a collection of clothes made of natural materials with hand painted prints and embroidery which would combine elegant classic style and authenticity in it. Another plan we have is adding a collection of leather-like bags and shoes made of new sustainable non-leather materials.
You can find their website below with all of their amazing scarves and some more information about their brand: www.luminuarna.com
Connect with Neola and Okhannah
Instagram: @ luminuarna
Facebook: @ Luminuarna
