#FollowLaraLavine

Artist & designer Laura Rafferty is the brains behind Lara Lavine, an exclusive ready-to-wear ladies luxury fashion brand, creating one-of-a-kind designer dresses and limited edition print silk scarves. Seen in Harper’s Bazaar, British Vogue, Tatler Magazine & Fashion Crossover London [and now AwakenHub ;)], Laura is part of our first SheGenerate programme and we had a chance to get to know the Creative Art Director and ask about her founder journey.

Hello Lara - to get us started - how would you describe yourself in six words or less?  

Creative, quirky, kind, bubbly, generous and determined

What prompted you to start your business?

I was following my love of art and fashion, and this led me to take the next step in creating my own wearable art brand. I had worked and interned for other designers and brands and wanted to add my creativity to clothing - to put my stamp on unique womenswear. I wanted to create clothing that had haute couture feeling or style alongside being a wearable, functional fashion.  

Tell us a little bit more about you?

I live in Warrenpoint, County Down near the beach. My career path has been varied - I started out in Arts education, lecturing fine art and working in community arts. I also did mural art in San Francisco when I lived there. I worked in the textile industry and had roles as an apprentice weaver and maker. I have built up a freelancing career starting as a junior prop painter, drapes assistant and recently costume assistant in high-end TV and film. I continue to teach part time, practice as an artist along with freelance costume roles. Whilst also working on current collections I am also following artist residencies where I can develop my skills in screen printing. My next collection will be hand printed using screen printing techniques made famous by the iconic artist Andy Warhol in the 1960s. 

Fill us in on your female founder journey.

My experience has been very positive so far. I have gained recognition for my brand, I was one of the finalists for ‘Yes You Can’ women in business pitch 2019. I was a finalist for the Worth Project, a European art and design competition in Spain 2020. I was invited to showcase my brand and designs at London Fashion Week 2020. These have been amazing achievements and I have now been invited to showcase in Milan, New York and Paris, on the back of my success at London Fashion Week. From this, I was approached by publications in New York, British Vogue, Tatler and Harper’s Bazaar and a few other credible fashion publications. This has been an achievement of a lifetime - to get this recognition as a designer and artist. The readers of these publications are where my target market is.  

I am currently working towards my first runway show at the opening of Milan Fashion Week with Event Savo in September 2022. This will be the launch of my brand in mainland Europe. I am excited, humbled and very grateful for this opportunity. I have already given a huge amount of time and it will continue, due to the tremendous amount of work  involved - I am very dedicated to make this, though this does not go without challenges. 

I am the sole person in my company at present. I wear many hats and building a viable online store with good sales channels and social media strategy is what I need and also what I find the most challenging. I’m not a salesperson, I am an artist.  I work in freelancing in TV and have used this income to support the business.  I've had to cut back hours in my business to do these film jobs, which are very demanding - sometimes 70+ hours-a-week. I’m also away from home too. This has made my time very limited, and I made the tough decision to take a step back on these film projects to concentrate on my business. I have been investing more time into my new collection recently - I need to in a position to outsource work to skilled professionals. To date, I have been doing everything myself - also designing and making. I’m proud of the work I’ve put into my business and all the recognition received - although it's time to build my team, I need a team of creatives.

The challenges are tough and I’m making sacrifices – but it’s for the long-term goal of my business, which is ultimately to make a living from my art. I dream of being able to take on my own team of creatives, have a design school in-house to train others on sewing, making, designing and creating art – to give people a platform to shine as creatives in their own right, whilst also working under my brand and direction. I do have a vision of where I want this business to go - this sustains my focus and keeps me going.

Sometimes, I do doubt myself, though my passion for my art always keeps me grounded and going on the right path. Being a female founder is a wonderful thing to me, I think it shows courage and bravery - that's what all women represent to me. Women rock! 

How did you hear about AwakenHub and what prompted you to apply for SheGenerate? * 

My previous business mentor Paul Miller encouraged to apply as he could see this would give me a great foundation for my business. 

What have you gotten out of the SheGenerate process?

Networks, friends, new skills, and a support group.

Incredible advice and help – in particular, successfully preparing a deck for pitching to investors, knowing where I need to be to be investor ready.

I have a community of supportive and inspiring women in business. Before this programme, I did not have any of this. I am very grateful for this.

What does success look like to you - in 12 months and in five years? 

Within the year, selling direct to customers from my online store.

In five years, to have a brick and mortar flagship boutique and art studio in Dublin or Belfast. To take up my invitations to showcase on the runway in New York, Paris and showcase in other fashion capitals around the globe. 

SheGenerate is only a small part of AwakenHub - now that you have the community's attention - what can we/they do for you?

If could ask anything it would be to share my posts and follow me on my socials. Help with my website and social media plan. Tell people about my brand and my art. 

As a founder - what are your non-negotiables and to finish up, your Six Words to Live By.

'Creativity is contagious, pass it on!'

I am inspired by many great artists, though my Mother and my two sisters motivate me to be great - they themselves are inspiring women.

Laugh, love, forgive, paint, dance. Be yourself. 

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