An Interview with Emily of Shabby Apple

By now, I think it goes without saying that I am a huge fan of Shabby Apple (see here, here and here) so I was absolutely delighted when one of Shabby Apple's owners and designers, Emily, agreed to let me interview her. Thanks again, Emily!

One of the things I appreciate most about Shabby Apple is that they know how to design flattering clothes for real women with a variety of body types. Whether you have an hourglass, apple, banana or pear shape, Shabby Apple has a dress that will enhance your unique figure. (Use their Fit to Flatter tool to find your perfect dress!) I personally own three Shabby Apple dresses and have yet to be disappointed.

Shabby Apple has kindly offered to extend a 15% discount to readers of Betty Beguiles. Simply enter code "SABetty" upon checkout! The coupon is valid until 4/4/09. Thanks, girls!



Betty Beguiles: Tell me a bit about yourselves.

Emily: I live in Richmond, Virginia and am the mother of two. I grew up in Utah, where Athelia and I met in elementary school. I went to BYU for undergrad and Ohio State University for grad school.


BB: Where did the idea to create Shabby Apple come from? Did you always plan on becoming designers?

E: Both Athelia and I had always wanted to design, but our motivation to start the company came from a need in the marketplace. As far as we could see, it was next to impossible to find a hip dress that covered enough skin to make you feel comfortable, and was affordable. There were plenty of companies with modest dresses, but they were geared toward women 50+. We wanted to change the idea that "hip" had to be "sexy."


BB: Where does your commitment to modesty come from? Why do you think modesty is important?

E:We are a women-focused company; in every way. We're women-owned and women operated, we donate to women in developing countries. We also sell a product for only women, and really want women to feel their own self-worth. We feel that modesty is directly tied to a woman's sense of self-worth. There may be immediate gratification in the form of attention for dressing immodestly, but by dressing modestly, there comes a long-term benefit of feeling self-worth. Dressing modestly at work or in school is so important because you will be valued for your contributions rather than your physical appearance.


BB: What inspires you?

E: Feminine details (we have lots of ruffles and ruching in our clothing), sporty looks and always some signature detail that makes the dress just a little bit 'different'.


BB: What is your design philosophy?

E: We think a lot about how to make a dress flattering on many types of women with many types of bodies. We try to design for every woman, not the super-model.


BB: When you create something, what goes through your mind?

E: Is the dress flattering on most figures? Where will our customer wear it? Can she spot clean it if she drops something on it? Is there something fabulous about this dress...either the fit or some great design element? Can she afford it?


BB: Which is your favorite Shabby Apple dress?

E: Cleopatra (BB: see picture above)


BB: How do you want women to feel when they are wearing Shabby Apple?

E: Gorgeous and comfortable


BB: What does a typical day look like for you?

E: Lots of emails, lots of design questions, lots of thinking ahead about new lines and trends...


BB: What are your aspirations, personally and/or professionally?

E: I'd love to grow Shabby Apple to become a household name.


BB: I noticed that you are committed to charitable work. Can you tell us a bit about that?

E: It was extremely important to both of us that 'giving back' was incorporated in our original business plan. We felt that to be lucky enough to live in such a great country, have had access to education and numerous opportunities, it was absolutely our turn to give back. We chose Unitus, a charity that give micro-credit loans to women in developing countries. A portion of everything we make is donated.


BB: Thank you for designing a maternity line! Will you be adding to it anytime soon?

E: Yes! This summer.


BB: What has been the most rewarding thing so far in your career?

E: Seeing Shabby Apple grow from a quick conversation to what it is today.


BB: What advice would you give to women who desire to dress modestly without sacrificing personal style?

E: You can do it. You may have to put in a little more effort, but you're sense of style will improve as you learn to work within limits.


BB: What's next for Shabby Apple?

E: Bridesmaids!