Ahida Correale founded her namesake business in 2020 in the midst of the recent pandemic. These global challenges have re-invigorated her creativity and inspired her designs which help people thrive in our new way of life, which so many are struggling with today.
In years past, Ahida gained extensive experience in the fashion industry, starting from the ground up at Macy’s Inc.. and, ultimately transitioning to Steve Madden, where she led merchandising, buying, and integrating fashion trends into their multi-channel business.
If she isn’t playing on the beach with her family, you will most likely find her on a running trail in Palos Verdes or standing over her desk stitching a new phrase or contemplating a new design.
What is Ahida Correale all about?
Simply stated, I am all about taking care of my family, friends, community, having fun, and being passionate about what I love. My business started and is tied to all of these characteristics. I would have never started my business if I didn’t have a deep desire to protect my friends and family. I would have never thought about embroidery and phrases unless I wanted to help people find fun ways to express themselves as they started covering their faces, and I would have never had the tenacity to keep up with the business, if I didn’t absolutely love fashion.
Tell us a little bit about your background and how you started your business?
I remember growing up admiring people like Selena and Carolyn Bessette-Kennedy, walking up and down a make believe runway to show off the beautiful designs I saw in Glamour or Vogue Magazine. My mom and I would buy fabric and make dresses to try our best to keep up on trend but forego the expensive habit of shopping. Right after college, I headed to San Francisco for my fashion job with Macy’s, Inc. From there, I continued my love affair and profession with fashion at Steve Madden.
Although I took time away from my professional life to start my family, I was drawn back to the industry when the pandemic hit. So many people were panicking, all of sudden Sunday dinners were filled with discussions on what the best mask was to wear, while morning coffee with friends turned into Zoom happy hours where everyone was trying to help each other cope with all the change.
I don’t remember the exact way it happened, but I remember saying to my husband, “Mask’s don’t have to be boring.” I ordered some denim fabric and cotton liner and went to work building a pattern. Denim seemed logical, organic, breathable, sturdy, and on-trend.
I started by making a mask for my sister that said “Back Off”, then her friend wanted one that said “Oh Hey”, then someone suggested I send one to a group of influencers I followed, they wore them, and momentum built. I started receiving email requests after email requests. All of a sudden I am up till 2 am building a website, setting up business logistics, and then all of a sudden Bloomingdale’s called, and then Anthropology wanted an exclusive “Vote” mask. Now I am coming up with new designs, clothing, and phrases that I love and it all feels like a dream come true.
How has the pandemic affected you or your new business?
The pandemic, in spite of the awful situations and circumstances it has created, has had a silver lining in some respects. My family and I have always been close, but we always had space – until the pandemic.
Although there are always those days where you need to clear your head, our family has grown together by facing challenges head on and working together to overcome them. A great example was when my business was just getting started and I, candidly, was exhausted. At this point, I didn’t have a manufacturer or website, and was taking payment via Venmo. It was midnight, I just received a PO for 50 masks, I looked at my husband and said, “What do I do? That’s a lot of masks!” He looked back and said, “Choose”. It was a simple statement but riddled with complexity. I could either keep doing one-by-one orders by hand and make a hobby of it OR I could choose to put my shoulder into it. I’ll never forget how good it felt to know I had his unconditional support.
The next day I was in downtown LA meeting with manufacturers and never looked back.
What was the biggest problem you encountered starting up and how did you overcome it?
Starting a business is very overwhelming, but once up and running, very empowering. I like to think that I am not that different from other entrepreneurs. You start doing something you love, people see value in it, and voila, you have a business. But generally speaking, the reason for your success becomes your biggest problem. For me, I love fashion, clothing, and design, and I don’t love contracts, accounting, legal structures, etc., but you need to know all of those things to run the business. I chose to focus on what I love and delegate or outsource all the other things I don’t. It has freed up my time and allowed me to continue to grow! I am so very grateful and thankful for everyone that has and continues to help me along the way!
What were the top mistakes you made starting your business and what did you learn from it?
My biggest mistake was working with people when I didn’t necessarily relate or connect with them. I was so excited about the momentum, activity and interest, I didn’t listen to my intuition. I partnered with a company that I didn’t see eye to eye with and it turned out to be a decision that stuck with me for months, drained me emotionally, and ultimately ended poorly.
The lesson is simple, work with people you want to work with, there is plenty of opportunities to grow, life is too short.
What is one thing that you do daily to grow as an entrepreneur?
I listen. I listen to my business partners, myself (body/soul), family, manufacturer, competitors, friends, and, most importantly, clients. By constantly listening and seeking feedback, I can adjust, design, change, and adapt to make sure I feel satisfied in my personal and professional life.
What is the one thing you wish you knew before starting your business?
Knowing what I know today, I wish I was more confident when I started my business. I could have made more significant investments at different times that I think would have led to greater success. When you believe in something and you are just starting out, the less hesitation, the better.
What’s your best piece of advice for aspiring and new entrepreneurs?
If you can think it, you can do it! Candidly, I have heard people tell me this before, but I never really appreciated what it meant until I experienced it. Now that I have, I would tell you that I believe these words to be a truth that is undeniable and extremely powerful. PS. It only works, when you think about it, constantly.
What is your favorite quote?
“Don’t put off until tomorrow what you can do today.”
– Benjamin Franklin
My mother has been saying this to me since I was a little girl and it really has become a part of who I am. I think it instilled in me a work ethic, motivation, and an unrelenting drive to be successful across all aspects of my life.
What is your definition of success?
My success is based on my personal balance. Myself, my family, my community, and my faith are all very important to me and if my participation in any of these is ever out of balance with the other, then they all can suffer. I strive everyday to make the right amount and best investment I can in these 4 important parts of my life. When they are all balanced, I feel amazing!
How do you personally overcome fear?
Action cures fear! I visualize the goal and then execute. The longer you think about why you can’t do something or how hard it is or the problems you will encounter, the more stubborn the fear becomes and the longer you will procrastinate.
What has been your most effective marketing strategy to grow your business?
Market to people like myself! Easier to gain support, research influencers, work within my own social network.
How can readers get in touch with you?
As I mentioned earlier, listening and staying in touch is very important to me. If you would like to reach out, you can direct message me at @ahidacorreale or email me at hello@ahidacorreale.com
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