Ashley-Victoria Smith, serial entrepreneur, and creative genius. Named one of Charlotte’s Future Leaders in 2013, Smith has helped female owned brands and businesses spearhead their marketing, branding, and public relation efforts, helping them to tell their story become both profitable and sustainable.
Originally from Powhatan, Virginia, Ashley-Victoria as a freelance publicist, Smith has placed her clients in publications such as FORBES, Entrepreneur, British Vogue, The Best Life, Bustle, Romper, Thrive Global, and more. She’s also the founder & creative director of eco-conscious & sustainable swimwear line, Voglia Swimwear.
With a passion for intellectual conversation, she’s also the host of her YouTube, Phucking Phenomenal, where she interviews celebrities to share their stories of failure & success reminding viewers that they are phenomenal and they too can bring their dreams to life.
Smith currently lives in Charlotte, North Carolina with her very spoiled fur baby Baxter.
What is Voglia Swimwear all about?
Voglia Swimwear is an eco-friendly and sustainable swim, resort and loungewear brand that I launched in July 2020 after developing its mission, concept, and overall purpose since 2017. Voglia means “wish” (or desire) in Italian and my wish is for a cleaner, healthier, better world for us all which starts by cleaning up our oceans, beaches, waterways and saving marine life.
Tell us a little bit about your background and how you started your company?
I’ve been in the fashion industry since I was 4 – but it wasn’t really until after college that I found an area within the industry that I felt comfortable with and that was fashion show production, model coaching, and all the behind the scene stuff.
In 2013 I launched my first production company and specialized in working with luxury lingerie and swim designers/brands and showcased them in fashion shows and then moving to Miami Swim Week and NYFW showcases.
It was in 2017 when I literally dreamt the swimwear brand – I dreamed that my models were walking the NYFW runway, smoke was coming from the sides of the runway as if a spaceship had just landed, models walking in NASA inspired swim, Nicki Minaj’s song “Starships” was playing, and the smell of coconut oil lingered in the air. I woke up and said, “Damn, I gotta bring this to life!”
What would you say are the top 3 skills needed to be a successful entrepreneur, and why?
- You need to be a student first and what I mean by that is, you need to learn as much as you can about not only your industry but the tools used; pick up a book, learn from others, invest in yourself on courses that one day you can pay someone to do for you – for instance, I invested in an intense social media online course that helped me understand the different platforms, what’s best for what, how to search, etc…
- Grit – I think too many people lack this these days. Its one thing to want to start your own business/brand and to be your own boss but if you don’t have GRIT you’re not going to go very far.
- Student mentality – you have to be willing to learn new things, take advice from those who know how to take you to the next level.
What are your plans for the future, how do you plan to grow this company?
- Expand into stores / department stores
- Open a flagship store
- Grow into a lifestyle division
How have the pandemic and Lockdown affected you or your new business?
Since I launched in the middle of the pandemic (July 2020) I’ve only experienced setbacks such as moving a NYFW show from February 2020 to September 2021 – I am lucky to have actually have a positive response since it allowed me more time to really focus on creating a brand.
How do you separate yourself from your competitors?
I am not in competition with anyone but myself and my business. As long as I am growing, living out my mission both personal and business, I am thriving. Someone once told me that ‘the world is a buffet, there’s enough for all of us’.
What were the top three mistakes you made starting your business, and what did you learn from them?
- Definitely reflecting back on my first business (producing fashion shows) and that was trying to be like everyone else. I good friend at the time said “do you think London Fashion Week cares what Paris Fashion Week is doing?” No, they don’t – I learned that you have to do what works for you and your audience.
- Signing contracts and not being able to fulfill them. If you don’t have the money to pay for XYZ, don’t commit! I would sign a contract prior and “hoping” that I would have the funds come payment; big mistake.
- Not having a contract, non-compete, non-disclosure, and all legal in place – major lesson learned, lost thousands by simply not having these.
Tell us a little bit about your marketing process, what has been the most successful form of marketing for you?
I find using influencers via social media who are passionate about the same causes and mission as the brand the best form of marketing and budget-friendly for startups. It really does help grow followers organically.
What have been your biggest challenges and how did you overcome them?
Not business related but very much a part of business, it’s my hearing. I’m partially deaf and wear hearing aids so having phone calls and some ZOOM meetings haven’t always been the easiest. I’ve had to learn to tell people that hey listen, I’m deaf can you email or text me?
What was your first business idea and what did you do with it?
Oh, I’ve had many, my first business idea was producing fashion shows, which I did for nearly 10 years. In 2019 I decided to close those doors and turn my attention to my current one.
What are you learning now? Why is that important?
Since I’ve moved into a product-based business where inventory is involved, I am learning how to scale my inventory/manufacture expenses. What do I need on hand, tangible, what can I budget for gifting, and when to place orders for customers.
If you started your business again, what things would you do differently?
I would work with one or two inventory pieces and really focus on gifting celebrities, editors, and journalists.
What are the top 3 online tools and resources you’re currently using to grow your company?
What’s a productivity tip you swear by?
Timeblocking. I work from home so a lot of distractions come up – in addition, I do have several freelance jobs keeping my hands pretty tied. So by time blocking my projects for my business, my clients, and most importantly myself, has helped me stay motivated and mentally sane.
Can you recommend one book, one podcast, and one online course for entrepreneurs?
- One book: #Girlboss by Sophia Amoruso – it was my first Ah-ha moment back in 2017.
- One podcast: WorkParty by Jaclyn Johnson
- Online course: It’s no longer offered, but Business Class by Melanie Duncan. I was a student of hers for years and its really paid off.
If you only had $1000 dollars to start a new business, knowing everything you know now, how would you spend it?
Advertising/lead generation. You’ve got to get the word out.
What helps you stay driven and motivated to keep going in your business?
I don’t have a plan B – this is it. I don’t have investors, trust funds, angels, etc… my success, business growth, and personal achievements are all determined by me.
What is your favorite quote?
“The poorest of all men is not the man without a cent, it’s the man without a dream”.
– Unknown
What valuable advice would you give new entrepreneurs starting out?
Stop making excuses. Like Muhammad Ali said, “you don’t lose by getting knocked down, you lose by staying down”. You’ve got to embrace the punches, prepare yourself for when things don’t go your way – your business will have a mind of its own.
Who should we interview next and why?
Claire Coder of Aunt Flow – she’s breaking all the rules when it comes to providing menstrual products to women and breaking the cycle of period poverty.
What is your definition of success?
It’s being happy with how far you’ve come, acknowledging what you’ve conquered, and ready to embrace the next steps of your journey.
How do you personally overcome fear?
I am old school – so to overcome any fear I have, I just have to do it. Force myself.
How can readers get in touch with you?
I can be reached through email at makeawish@vogliaswim.com and I am on social media at vogliaswimwear
Founder interview: Style Expert and Founder of Lev Jewelers, Adi Vaknin
