These days, it seems like everyone is launching a digital fashion platform of some kind, but the women we really want to hear from are the ones with a reputable eagle’s eye for the next big thing. The pioneering tastes of Minna J. Apostolovic have made her one of the region’s most important emerging fashion influencers, which is why the launch of Edit by Minna is so thrilling. The well-traveled tastemaker honed her talent for curation through her work at Ayyam Gallery, which led her to exploring the potential of local designers wherever her next travel destination took her. As a consummate online shopper, Apostolovic was inspired to bring her curatorial skills to the digital universe with an online retail platform that supports the emerging designers she loves, while introducing them to a global audience.
In Savoir Flair’s interview with Apostolovic, she explains her reasons for launching Edit by Minna and what it’s been like trying to introduce a rare digital fashion product in a saturated market.
Do you think there is currently a gap in the market?
I believe there will always be a gap in the market for womenswear. It will never be over saturated, and people will always be interested in new designers and creative styles. That is what makes fashion a progressive market.
How did the idea come to you?
I have always loved exploring and discovering local designers on my travels. I was inspired by all the incredibly talented independent designers I came across during my recent visits to countries in Asia and Europe. What’s more, online shopping is something that I personally enjoy, and almost all my shopping is done online. I decided to create a small-scale online platform where I would be able to showcase a selection of curated items from global designers I love, to a wider audience.
What’s going to set Edit by Minna apart from other e-commerce platforms?
Edit by Minna is an intimate platform, featuring a limited selection of items that are handpicked and curated. The idea of the website is not to bring the latest trends, but to provide timeless pieces you can wear every season. I wanted to have a straightforward and personal shopping experience without an intimidating commercial feel. Although the selections may be limited, there is an option to place a special request for additional sizes and colors, which are subject to availability.
How do you manage the workload with a full-time job at Ayyam Gallery?
I have a pretty high-pressure and dynamic workload at the gallery. Thankfully, the website itself is small scale and a personal hobby, and I am able to keep both separate.
What has the experience been like so far?
The website designers at MiniWebLab were incredible from start to finish. Observing the detailed aspects of product photography was fun, yet challenging, and that was a learning process. Overall, it’s been a pretty smooth journey so far.
Special thanks to Ethan Allen, Sheikh Zayed Road.