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Featured on Dec 03, 2012

Loni Edwards

"it's never too late to change direction"


Founder at Stitch Collective, a vertically integrated luxury fashion line that creates exclusive limited run pieces designed by tastemakers and emerging designers. Previously an intellectual property lawyer. Lover of travel (especially collecting unique jewelry from around the world), sky high heels, leopard print and, recently, photography.

  • Title: Founder, Stitch Collective
  • Age: 28
  • Location: Gramercy
  • Contact: @LonisTweets

What is the biggest challenge you had to overcome thus far with Stitch Collective?  How did you go about overcoming it?

We're constantly trying to find ways to operate more efficiently. We're bootstrapped and have been trying to keep non-manufacturing costs as close to zero as possible.
It's driven me to acquire a handful of new skills.  I quickly learned how to use a DSLR camera so I could start doing our photo shoots at no cost.  And lately I've been spending my "free time" watching Photoshop tutorials on YouTube and teaching myself how to update the code on our site.

What are your favorite places to travel?

Anywhere I can practice my languages.
I love languages.  Spanish was my first, I studied French for about 6 years, German for two and even took a semester of Japanese.

How did the idea for Stitch Collective come about?

Stitch Collective was born out of a desire to create luxury accessories at a more affordable price point while simultaneously lowering barriers for talented emerging designers and helping their work reach a wider audience.
With affordability being a key part of Stitch Collective, we launched the brand as a vertically integrated luxury fashion line.  By vertically integrating and selling online, we're able to significantly reduce our operating costs while still delivering high quality products at a more accessible price point.