Inconspicuous Dave

June 12, 2023 by Frendy Lemorin in Original Stories

“Light but heavy.” This statement best describes the inconspicuous nature of Dave Singh. Although of slim build, Dave’s weightlessness is attributed to the way he maneuvers without attracting much attention, just like a feather carelessly floating in the wind. However, when one eventually catches a glimpse of him through their peripheral vision they will be instantly stunned by his immense star power.

The 31-year-old Queens native and I met through mutual friends more than a decade ago. I can count on one hand how many times we saw each other in person, yet our mutual respect never faltered. From the looks of Dave, it would be safe to assume he’s the stereotypical “bad boy” archetype who’s living a pretty wild life. On the contrary, he is a humble serial entrepreneur who is part of a crew that’s taking over the luxury reselling game by storm. (I mean, of course Dave likes to have his fun too…but that’s besides the point).

I recently sat down with Dave to take a peek into his adventurous lifestyle as we discussed his upbringing, various business ventures, friendship with the infamous “4GSeller” and more. Enjoy our conversation below.

FRENDY: Gotdamn! It's been quite a while since we’ve seen each other. Feels good to finally reconnect. How’s everything?

DAVE: It's definitely been a minute, my G. All is blessed, actually—I’m feeling great. [ I ] appreciate this write up.

FRENDY: The pleasure is all mine. Congratulations on all of your recent success! Then again, you’ve always had a winning spirit from the very first day we met about 11 years ago.

DAVE: Things are for sure moving faster than I expected. I don’t know if it was the winning spirit or just the hungry spirit *Laughs*. Either way it’s kind of working out.

FRENDY: I feel you on that. Love the humility *Laughs*. We became friends through the Areyo brothers and I know they’re from Sunnyside, Queens. Are you reppin’ the Q borough as well?

DAVE: Yessir—shoutout my brothers Matt & Andrew. I’m from Richmond Hill, Queens AKA “Little Guyana.”

FRENDY: Most definitely shout out to them—they’ve supported me since I first started writing. I know you’re of West Indian descent like myself. I moved here from Haiti with my family when I was seven-years-old. Were you born in the states?

DAVE: Yeah—born in Queens. My dad came here from Guyana when he was 17-years-old. Him and my mom met in NYC and have been together since. She's Puerto Rican, born in New York. So I’m half Puerto Rican and half Guyanese.

FRENDY: Have you ever visited your roots back home in Guyana and Puerto Rico?

DAVE: Actually fucked up to say, but nah *Laughs*. I want to go with my mom and dad, but honestly, we are always so busy that we haven’t gone on a proper family vacation in probably 18 years.

FRENDY: It’s all good! I’m sure y’all make it there sometime soon. As much as you love having a great time, you’re extremely business savvy. Did your parents instill that value in you growing up?

DAVE: Without a doubt. My mom and dad are the reason for sure.

FRENDY: I saw a pic of your mom and dad at their very first cafe in Bloomfield, NJ. What impact did that milestone leave on you as a kid?

DAVE: It was everything. I watched my parents scrape up every dollar they had to open it. I remember how happy my parents were to create something for themselves for once and not have to answer to a “boss.” It definitely inspired me to take risks for the bigger picture and not look at this on a transactional-scale.

FRENDY: We’ll definitely discuss your own lucrative business ventures later on. I vividly remember your deep infatuation with import/tuner cars and bikes. When did that passion come about?

DAVE: From a young age. Probably like seven-years-old. I had an uncle pick me up from my grandma's house for a quick ride in his new whip. [It was a] Mitsubishi 3000GT twin turbo. At the time this shit was dumb fast (to me at least). I remember that feeling when he hit the gas was insane. That was definitely the beginning of my love for fast shit.

FRENDY: An emotional connection, that’s pure. Do you still have that electric orange souped up custom whip you were infamously known for riding around in Soho? *Laughs*

DAVE: I actually sold it and the bikes. I drive a Tesla now *Laughs*. As I got older I just wanted something less flashy and more comfortable/practical. Signs I’m getting old I guess *Laughs*.

FRENDY: Evolution, my brother. It’s such a wonderful juxtaposition because despite having such a flashy car, you’re a low-key individual. With your splendid lifestyle, one would expect you to constantly showcase your various escapades all over Instagram.

DAVE: Instagram definitely sees its fair share *Laughs*. I like to keep it that way though—low-key. I feel like the ‘less is more’ way works for me. Also keeps you guessing *Laughs*.

FRENDY: Facts. You and your longtime friend/business partner Vincent Ferraro, notoriously known as “4GSeller,” are killing it in the luxury reselling space. When did you two become friends?

DAVE: I want to say like 12 years ago now? We actually met on a model set for a mutual friend's brand. Shout out Dave Axelrad.

FRENDY: Vincent was in the nightlife business before developing the shop. In fact, I did some digging and found out he modeled in a Kool cigarettes ad that I’ve seen all over the bodegas a few years back. Were you in the same industries as him?

DAVE: I wasn’t. I did like to go out though *Laughs*. If you knew Vince back in the day you were good in any club.

FRENDY: You’ve always been stylish, but I had no clue you had an interest in the business end of fashion. How’d you get involved with such a successful venture in luxury reselling?

DAVE: It kind of just happened organically. I have been involved as much as I could with 4G since Vin started it. He’s always been there for me so I felt like the least I can do is help out.

FRENDY: That’s great to hear—friendship at its finest. I read Vincent’s interview with the New York Times. I loved how he recognized you and the other homies who play an intricate role in the 4G showroom. He also shared that y’all give no fucks about haters or critics who complain about the pricing of the exclusive garments y’all resell etc. How exactly do you guys drown all of the noise?

DAVE: My favorite thing to do is read those comments *Laughs*. It’s all love though, we get it.

FRENDY: What I’ve learned is that opinions don’t matter. As long as your heart is in the right place, you can accomplish anything and win no matter what. What role do you play in the 4G operation?

DAVE: Vin is the mastermind behind the brand. I’m there to help bring his vision together.

Vincent with NFL stars at the 4G showroom in Soho

FRENDY: I love the nonchalant attitude—it’s actually a key ingredient in succeeding *Laughs*. Where can a person book an appointment for a chance to cop a very rare piece at the 4G showroom in Soho?

DAVE: You can’t. It’s more of a referral only for the private showroom. But we are opening a public location in a few weeks on Sullivan Street in Soho. You’ll be able to walk into that location to shop.

FRENDY: Nice, I know a lot of people are looking forward to that. In your opinion, who’s the most stylish celebrity that stopped by?

DAVE: That's tough to answer. Gervonta Davis is definitely the most effortlessly sick. He knows exactly what he wants and just throws that shit on. I’d say him or Terry Rozier.

FRENDY: Intention is definitely key when it comes to dressing. Besides Chrome Hearts, what other brands are you heavily rocking with right now?

DAVE: Enfants Riches Déprimés. Rick Owens. Anything Hedi Slimane. Those are my essentials.

FRENDY: Are you involved in any business dealings outside of fashion?

DAVE: I am. Cafes, interior design and some real estate. Nothing crazy but keeping busy for sure.

FRENDY: ‘Nothing crazy’ *Laughs*. I’m happy to hear about your diverse streams of income—it’s inspiring. When time allows, what do you do for fun?

DAVE: I have an (almost) one-year-old son. Lil Dave. Any free time I have I try to spend it with him. That’s my new found ‘fun’ *Laughs*.

FRENDY: That’s beautiful. You’re tatted up even more since we first met. Which tattoo artists are in your main rotation?

DAVE: Mike Wilson and Rob Ryan. OG’s.

FRENDY: What’s your most meaningful tat?

DAVE: They all have a story/meaning. I think it’s corny to sit here and tell you what means what but they are all really meaningful. Most are reflections of the darkest times of my life.

Tatted up Dave, Vincent and friends photographed by @disposable_relly

FRENDY: Totally understandable. What can we expect from you and your crew in the near future?

DAVE: More 4G. That's for sure.

FRENDY: Fire. Going through all of the experiences that made you who you are today, what advice would you give to your younger self?

DAVE: Don’t take life too seriously. Have fun and embrace the journey.

Soy's Sauce

May 25, 2023 by Frendy Lemorin in Original Stories

This platform is all about shedding light on individuals who are thriving in their respective fields. I take massive pride in having such an impeccable knack for showcasing exceptional talent who aren’t necessarily absorbed by the “masses” yet and my next interviewee is no exception. Allow me to introduce, Isiah Pointer.

Isiah aka “Soy” and I met during my later years at NIGO’s former SoHo workshop through mutual friends. His infectious smile and positive demeanor was always on full display each time we saw each other. So it wasn’t such a shocker when I eventually discovered he was actually hired at BAPE one year after I departed in 2015. Since working at the once coveted shop, Soy has evolved into a multi-faceted entrepreneur who is steadily making his mark in the fashion and music realm.

I recently sat down with the 33-year-old hustler to discuss his roots in Harlem, two-year stint at 91 Green Street, Hip Hop and the inspiration behind his fledgling label, Faux Friends. Enjoy our conversation below:

FRENDY: Soy, what’s good? It’s such a pleasure having this conversation with you. The vibes were always high whenever we saw each other in the city.

SOY: Frendy! What’s the word, my man? I appreciate the opportunity—it’s an honor. The vibes were super high, man. It’s like we belonged to a special tribe *Laughs*.

FRENDY: Facts! I know you’re an Uptown cat. Where exactly in Harlem are you from?

SOY: I’m from 151st & 8th Ave.

FRENDY: Harlem is a mecca in itself. Full of lively personalities, fashion, sprinkled with drug paraphernalia—and a dash of danger. How was your experience growing up there?

SOY: You literally described it! It was exciting, dangerous, fun, and it made me who I am today. Especially the summertime in Harlem. It's one of those mystical experiences, so to speak. The icee man, ice cups with liquor, the flyest girls, that New York energy. Neighborhood cookouts were something EVERYONE looked forward to, but sometimes they can get a bit dangerous after dark. That's when your spidey senses had to be on point.

FRENDY: How’d you get your nickname “Soy”? And what’s your real name by the way?

SOY: My real name is Isiah. Soy comes from soy sauce. When I first moved to my neighborhood no one knew my name, and while playing the dozens (cutting ass for those who don’t know), my boy Keonte was like: “you black as hell, fucc hot sauce this nigga is soy sauce”. Also, add to the fact I actually played basketball the name stucc. Everyone started calling me and introducing me as “Soy Sauce,” and then “Sauce” got dropped because there was too many syllables to pronounce on the go *Laughs*.

FRENDY: That’s a great origin story. You know photographer extraordinaire Sincere aka “The New Nyer” himself who I also had the pleasure of interviewing. He lives in LA now, but how’d you two become friends?

SOY: That's my brother right there and one of my biggest supporters. I’ve known Sin for about 10+ years and I can’t remember how we met exactly, but I’m sure it was at an event when the current culture was at its infancy. This was back when Downtown was like untapped potential *Laughs*. Like bacc when Santos was craccin, Alife was at the top of their game, Atmos was a staple Uptown! Yeah, bacc in those days *Laughs*.

FRENDY: Nostalgia ultra right there. Have you ever mingled with fellow Harlem reps Rocky and his A$AP cohorts?

SOY: Once upon a time, when everything didn’t involve social politics and acts for attention. Yeah, we all ran around together. I went to middle school with Bari & Rocky, and I met the rest of the crew at different times. I kind of stepped away from the Mob when I realized the lengths people would go just to say they were affiliated, and I didn’t want to be known as just another member of A$AP.

FRENDY: I totally understand, you have to do what’s right for you. I remember when the Mob would stop by BAPE before they blew up. Always good talks with them on the second floor—R.I.P Yams and Josh. How were you introduced to the SoHo section of NYC?

SOY: My boy Nice, and my boy 2nice. Nice and his team used to throw these Contemporary fashions shows at the Affina ballroom across the street from Madison Square Garden. He conducted them around NYFW and the infamous FNO (Fashion Night Out) events. Hanging out with these guys I was introduced to an entirely new crowd of people and culture.

Being from the hood, in those times, the SoHo area was taboo. If it wasn't for those guys I don’t know when or if I would have ventured into those areas. I was so fascinated and fixated on my neighborhood and the streets, SoHo/Downtown was the furthest thing in my mind *Laughs*. But when I learned there’s more to life, more to the world than just my blocc, oh boy! The moon was the limit.

FRENDY: What was your first impression when you actually visited the area?

SOY: It was nothing like everyone made it seem. Being from the hood everyone associated “the village” with SoHo. The way people spoke about it was as if there were aliens walking around in patent leather body suits with whips and chains. Homophobia was raging! IT WAS NOTHING OF THE SORT…I found it to be a safe haven. I was able to explore the things I was interested in but lacked in my neighborhood. I found that I was into fashion, and not just on a surface level. I was interested in how things were made, how they were designed and how I could actually make my own garments. It sparked the creativity inside of me. On my blocc I was just Soy, but in Soho I was Soy, the creative.

FRENDY: My father introduced me to the area when I was a youngin’ and I never looked back. A lot has changed over the years in the SoHo scene. What are some of your favorite spots there? Shit, are they even still around?

SOY: Some of my favorite spots were Alife, the OG BAPE store, Stussy, The Hundreds…just to name a few. Shout to the Privilege family! They’ve always shown me an abundance of love. They were the first and only store to carry FF® (Faux Friends). They are still going strong, putting on for the community.

FRENDY: You were hired at BAPE one year after I left. What was the temperature of the shop when you got there in 2016?

SOY: I want to say it was cooling down in the sense of it becoming more corporate—especially with NIGO selling the brand to the Chinese company, I.T. Like the allure of what BAPE was dying out to me. You (Frendy) were literally the last of that era. Then when I got there, Brandley and Kev were holding on and kind of passed the torch in a sense. But by then, it was less about community and more about the corporation and sales driven-atmosphere.

FRENDY: When did you initially find out about NIGO’s brainchild?

SOY: I want to say when I was 15 or 16, so 2005-06. That was around the time NIGO & BAPE burst onto the Hip Hop scene. I would see the BAPE camo [print] on certain celebrities but I didn’t know what brand it was until Pharrell started pumping NIGO. That was when it all came together.

FRENDY: Were you able to connect with many of the high-profile clientele that stopped by the shop?

SOY: Yeah, I connected with a few. One of my favorites was Jadakiss. Super down to earth, he became one of my clients I would personally shop for during my time at BAPE.

FRENDY: What made you leave the store after two years?

SOY: We parted ways *Laughs*. I was too hood for them, man. Me and Matt (General Manager) had some words, I didn’t necessarily like the way they handled certain things and I voiced my opinion. That resulted in my termination…but at the same time I was putting more energy into FF® so I felt my time had run its course anyway.

FRENDY: Everything works out for the highest good, my G. “Faux Friends” is a pretty interesting name for a clothing line. Was it inspired by tragedy in your friend group?

SOY: I mean, at the time I was dealing with issues with some friends and also figuring out my life at that point. But the name came about when I was coolin’ with my man Bobby on my balcony when I was living in the Bronx. We were talking about fashion, music and tattoos. He then mentioned he wanted to get “faux” tattooed. I asked what it meant and he said “fake in french.” At that moment my mind started to turn; faux-leather; fake leather; faux friends; fake friends! The rest is history.

So I’ll say it was inspired but not directly tied to any relationships at the time. It was more so the underlying connection that EVERYTHING is FAKE or rather not as it seems.

FRENDY: I dig it. What’s the correlation between the brand’s name and its ethos?

SOY: How many people do you associate with under the label of “friends,” but they don’t know much about you? Or rather how many times do you hear people name drop just for their personal gain to, let’s say, get into an exclusive party or get next to another person? You may think that person is a friend but they may just be an associate or just another person trying to “get on.”

Nothing is what it seems nowadays, as if nothing is meant for what it was designed for, if that makes sense. Everyone damn near talks the same, dresses the same, goes to the same places etc. FF® disrupts that. It’s an ode to the way things were and how things could be.

FRENDY: I love your brand’s marketing as it takes cues from legendary streetwear brands. What would you say sets your line apart from other rising labels?

SOY: I feel what sets us apart is knowing about the past, being present in the moment but also looking toward the future. I feel a lot of brands don’t take the time to develop the story or build that brand identity. They just make a dope piece, get it on a person of stature and make a quicc bucc. I started FF® in 2013. We’re coming up on 10 years and I’m still learning the ins, outs and nuances of the game. I’m focused on longevity and legacy not Instagram likes and followers.

FRENDY: What are some of your favorite Faux Friends pieces? And why?

SOY: Wow! That’s a tough one. I’ll say my first FF® logo tee (the first tee I ever made). The Shaq tee, it was the first t-shirt that got attention outside my immediate audience, though it caught on like a year or two after I made it. Privilege in Japan carried it and sold out EVERYTIME it hit the racks—don’t tell Shaq *Laughs*.

Another favorite were the Dice jeans I made. It was hard denim with big dice embroidered down both legs. The details of the jeans always makes me smile because I’m a kid who went to school for auto-mechanics, supporting myself in an industry I have no experience in. I taught myself everything I know, no type of handouts or help. I’m fuccin’ proud of myself, man!

FRENDY: Imagination is more important than knowledge. Not only do you have a clothing line, you also basically provide services for other upcoming labels that factories can offer (i.e screen printing, embroidery etc.). What inspired the business move?

SOY: I had the idea. I had the brand. What I didn’t have was the funds to get bulks of clothing made of every design I came up with. I didn’t even have the money to get small amounts made so I found a way to print up shirts myself. That was fine and dandy until I realized I needed money to fund what I was doing. One of my friends asked if I only print for myself or did I print for others as well and I immediately took the job. Right after, I realized there was an abundance of up and coming brands and businesses that either like myself didn’t have the funds to gets bulks of clothing made or simply didn’t know how to even go about getting merchandise made. So I figured I could turn what I was doing into a business to help others, as well as a fund FF®. That is when CANAL STREET YACHT CLUB LLC aka CANAL ST PRINTING was born.

FRENDY: “Faux Friends” was founded in 2013 and you left BAPE in 2018. Is it safe to say you’ve learned a thing or two about the fashion game from your experience working at the coveted shop?

SOY: HELL YEAH! I learned how, if done right, you can have a huge impact on the culture you inhabit. I learned about how the business works and how important relationships are, wether they’re “real” or “ faux” *Laughs*. But yeah, I learned a lot working there I don’t regret anything, it was an awesome experience.

FRENDY: In my opinion, BAPE is a university. You started rapping at the tender age of 13. What propelled you to do so?

SOY: Music is in my blood. My grandfather dabbled in Jazz, his half brother was Ray Charles. My grandmother was a singer. My mother, my older sister and brother also sing. Music was all around me growing up, and Rap yoked me up by the collar. It allowed me to express myself in a way I wasn't allowed to at home. I grew up a Jehovah’s Witness, so rapping was definitely frowned upon *Laughs*. Especially what I was rapping about even at 13. I remember my mom found one of my composition notebooks and she looked so disappointed *Laughs* .

FRENDY: That’s funny *Laughs*. But damn, that’s crazy your grandpa was Ray Charles' half-brother. Who were your musical inspirations when you initially began rapping?

SOY: Yeah, it was weird how I found out. Growing up we always referred to him as “uncle Ray” when he was talked about. It wasn't until they were reading the obituary at my grandfather's funeral that I made the connection when they mentioned the relatives he was leaving behind.

Early on I was inspired by the greats: JAY Z, Lupe Fiasco, Kanye, Mos Def etc. I wasn't only inspired by their music but also their lifestyles. JAY Z making the transition to mogul, Lupe being a skater, his interest in fashion and anime. I ain’t gotta explain Kanye *Laughs*.

FRENDY: How would you describe your rapping style?

SOY: Underground Hip Hop.

FRENDY: Are you currently working on any new tunes? And where can people hear what you’ve got out right now?

SOY: I stepped away from making music to focus on the brand and getting it to a point where I don’t actively have to be involved every minute of the day. I am currently working on my third tape…I don’t even have a date in mind. People can find me on iTunes, Spotify etc.

FRENDY: Why do you think music and fashion go hand in hand?

SOY: Fashion and music go hand and hand because they move the human spirit, they both evoke emotion. In our world I don’t think they exist without each other. I’ve never been to a fashion show without music, and I’ve never been to a concert with naked musicians.

Pearl N' Rose

February 24, 2018 by Frendy Lemorin in Original Stories

Mélanie Myriam is a self-proclaimed “business womum.” Born and raised in Morocco’s most populous city, the headstrong 30-year-old is now living abundantly in New York as an entrepreneur, while being a wife and mother of three wonderful children under the age of four.

Mélanie’s unwavering drive and determination has led her on an incredible voyage. It all started in the northern African coast of Casablanca, where the then 16-year-old Myriam felt that it was time to escape from her home base so she could attend school in Paris. “My native language is French and I wanted to study in a more developed country in order to get a good education,” she states.

After two prosperous years of high school in Paris, Mélanie was accepted into the prestigious Applied Mathematics and Computer Sciences program at Dauphine University. She studied applied mathematics for five years and eventually received her master's degree in Financial and Statistical Engineering. During the last year of college, Myriam fell in love with her husband who received the same degree. Following graduation, the mathematically inclined lovebirds left their nest and headed to the U.S, where they are currently living out their long-desired American dream.

I recently sat down with the thriving luxury minaudière designer to further discuss her life back home in Morocco, the inspiration behind her huge career change and find out how she juggles work and family. Check out our dialogue below:

FRENDY: As a child growing up in Haiti, I frequently heard stories of how amazing Morocco was from family members who travelled there. Unfortunately, I never got a chance to go. Can you provide a glimpse of its beauty since you actually lived there?

MELANIE: Casablanca is the economic capital of Morocco. The streets are always crowded and loud. From the bazaar to the beach coast, the diversity of people is astonishing. Modern and traditional Muslims, Christians, Jews, Asians, Central Africans and tourists--you can discover and meet much more cultures and people than you would expect to. Casablanca is a developing city where modernity and traditions meet at every corner. You can buy handmade artisanal items in the souk or shop luxurious products at the Morocco mall - largest mall of Africa, whose fountains are way more captivating than the ones in Vegas. You can play in neat and selective golf/tennis /basketball courts or enjoy good surf and even horse rides in the public Atlantic sea beaches. The ideal weather makes life easier and more agreeable.

No one could resist the delicious and worldly renowned food--from couscous to tajines made of 100% organic veggies and fruits, like locally raised lemons, oranges, olives or even Argan oil (which are exported and used worldwide). For a fun night out, hookah bars, clubs or restaurants never get empty. For a more spiritual moment, the largest mosque of Africa and 2nd largest mosque of the world, the "Hassan II Mosque," is open to everyone. People are tolerant, welcoming, warm and helpful in Casablanca, although the traffic could try their nerves.

The history of the country is rich and full of surprises. It starts with the original Berbers -nomads that mostly lived in the mountains- to the Arab invasion that brought Islam and the Arab culture to Morocco, to then the Judeo Spanish culture brought by Jews escaping Spain and finding refuge in Morocco, to finally the late French influence debuting with the French protectorate in the 1920s. Please take a second to imagine the resulting multicultural and diverse country that Morocco is. Imagine that wonderful Mediterranean and oriental style - in architecture, fashion and art. I wouldn't have wished to be born and raised anywhere else.

FRENDY: Jheez! It feels like I know everything about Casablanca now. I’m definitely going to visit real soon. How difficult was it for you to leave such majestic scenery at the age of 16?

MELANIE: At that time, I was so ambitious, I felt “young, wild and free.” And I already loved traveling and discovering new places, people and cultures; it was exciting, not scary. Banal events would turn into fun adventures. For example, I remember my first time taking the subway- so cool, but it didn’t last long! *Laughs*

I left a very comfortable routine around my family in Casablanca for sure, but this move was much needed for my soul. Paris is magical! I am very grateful to have had the opportunity to live in such amazing city. The experience enabled my growth in so many ways.

FRENDY: Which high school did you attend in Paris? And was it difficult to get accustomed to the school system there?

MELANIE: I studied in Morocco at the Alliance group, and then transferred to the one in France quite easily. It was the same curriculum in both countries, so I was able to continue the program normally. I was a very good student. The transition happened smoothly and successfully.

FRENDY: You have an immense love for math and finance, when did it begin?

MELANIE: My interests began when I was 10 years old, playing all sorts of board games with my older brother--my favorites being Cluedo and BattleShip. The plot twists, schemes to bluff the adversary, and tactics to win enticed me. I was good at it and I enjoyed it. It reinforced my competitiveness and desire to tackle everything in my way. Mathematics is abstract, it relates to numbers, quantities and space. You must learn the rules, theorems and definitions, to play the game. Finance is strategic, you have to be able to predict the next move of your adversary, anticipate the next trend and be convincing. And so, I started acquiring most of my tricks as a young sister playing those games of logic.

FRENDY: When you moved to New York, did you abruptly acquire a job in your field of study?

MELANIE: I applied to a prestigious master’s program in Mathematics of Finance at Columbia University back when I lived in Paris. I was selected along with 30 other students from a pool of 800+ applicants. Opening the acceptance letter was one of the most intense moments of my life. I packed my luggage with my husband in less than a month and flew to realize my dream.

As soon as the school year started, I received job offers from renowned banks and financial institutions. The HRs placed me on a pedestal; I could feel I was already doing something unique and recognized. I accepted a full time job at Exane-BNP Paribas, and managed to take all my classes from 6pm and on at night. I juggled between work and school five days a week, and spent my weekends doing homework or touring in NYC. Overall, everything happened really quickly but I lived each moment intensely. It would be safe to say that it was an abrupt transition and goal reaching time.

FRENDY: What compelled you to eventually quit your stable 9 to 5?

MELANIE: I found out that I was pregnant for the first time on my graduation day from Columbia. I decided to dedicate myself entirely to this happy event, in order to live the motherhood experience to the fullest. I neither wanted to miss a bit of it, nor be constantly stressed out at work, thinking about my baby at home. Although I loved my job, Pearl, my first baby girl, did not make me miss any of it. Every day was incredible, it gave me a sense of purpose and constant joy in my life. I had my first son Eli-Raphael and my second daughter Rose within the next two years. I rapidly became a full-time mother of 3 under 3 and felt showered with blessings. The journey of motherhood has been incredible. I will never graduate from this lifetime learning experience.

FRENDY: Incredible! There’s nothing more precious than a mother’s love. Moving forward to the business side of things, why did you start making minaudières and accessories instead of actual clothes?

MELANIE: In August 2016, I started designing my first clutch, simply driven by the desire to get my unique and own minaudière to match my outfit for my cousin’s wedding. As I began to look for a special motif, colors and an overall shape, I felt that my creativity was limitless. Ideas were bursting in my mind; I drew many schemes and patterns.

As my kids entered pre-school at that period, I had more free time to go back to work. And this time, I wanted to express my second passion, my love for designing and fashion. I developed this passion very early during my childhood, when I played running “fashion shows” with my friends as early as 4 years old and later, when I actually walked real kids runways at 10 years old. So, I decided to launch my brand and become a clutch designer. My husband was very supportive and pushed me to follow my heart, and do what I aspired to. He encouraged me to take that challenge and become an entrepreneur.

I believe I made a very good decision taking this path, as I am both creative and pragmatic. I need some hours of “rational math” or simply rationality during my day, but I also need my moments of evasion. I find inspiration by walking in the streets, looking at what surrounds me such as the urban life and different cultures. New York City was the perfect place to amplify the artistic side of me. Therefore, designing clutches represent to me much more than it seems to be. It is the realization of my inner self through matter. I make rectangular shapes, very straight very geometrical, and then add to them some “magic powder”, product of my artistic side - whether it is a particular pattern or a word that projects me to a specific context. And VOILA! I combined my love for fashion designing and mathematics.

FRENDY: You say that your brand is an “Invitation to your Voyage," citing Charles Baudelaire, from Morocco to NY, via Paris and London. How do we learn about your story through your creations?

MELANIE: Indeed, the names of the collections- Arabesque, Courtesy, Romance and Modernism- refer to my multi-stops journey. The “Arabesque” collection is an allusion to my Moroccan origins, both as an Andalusian (Spanish culture under Arab influence) from my mother, and as a Berber (Moroccan pre-Arab culture) from my father. The “Courtesy” collection is for the endless Londonian tea parties, which I attended for 3 months as I participated in an internship program with the Merrill Lynch bank, to warm up myself from the cold atmosphere. The “Romance” collection is inspired by the ten years I spent in Paris, its grandiose architecture, timeless fashion and gourmet food. Finally, the “Modernism” collection is for New York, the city I belong to, the city where I accomplish my dreams and where nothing seems impossible.

FRENDY: It’s astounding how you’re handling full time mommy duties and entrepreneurship. What’s your everyday schedule like?

MELANIE: I wake up everyday at 6am by the cheerful screams of my kids, re-energized from their night and eagerness to conquer the day. Then follows breakfast, dressing and school dropping. It’s now 10am. I have my first coffee break of the day at Starbucks, and immediately start dealing with the manufacturers and customers. Photoshoot scheduling, customer’s feedbacks to take into consideration, new ideas and inspirations to mark down, fixing the website, and more.

I make a quick stop at Whole Foods marketplace before going back home. It’s now time to organize the house and the dinner, to welcome the kids who are coming back from school. Mommy is busy from 3pm until the kid’s bedtime: fun at the park, playdate in the building’s playroom, shower, dinner and story time.

After an exhaustive day, I finally enjoy a peaceful one-on-one dinner with my husband before folding back my sleeves one more time and switching on my computer. From updating my social media and designing personalized orders, to preparing the next collection. I fill a milk bottle once in while.

FRENDY: Do you visit your hometown often?

MELANIE: Yes, at least once a year to refill my batteries and reconnect with my roots. It is also very important for me to go back home to enjoy some leisure time with my parents.

FRENDY: I truly commend you for following your passion. Do you have any words of encouragement for those who are reluctant to fully focus on accomplishing their lifelong goals?

MELANIE: The key is to believe in your project. Be prepared to face some obstacles, to start over many times and to make mistakes. But never forget your primary motivations and your final goal. Work hard and don’t lose hope or patience. People need your ideas out there.