FEMALE CREATIVE: In Conversation With Susan Alexandra
As a young woman at the start line of a creative career, the future can feel more of a terrifying expanse of the unknown rather than an exciting unlimited place of possibility. But there is comfort in community, promise in the experience of others and an inspirational vibrancy that can be found in other female creatives. Every individual in this series has produced a spectrum of creative work which I admire and which I hope can offer an insight into the importance of the female vision.
This week I spoke with Susan Alexandra Korn, founder of the New York jewellery and apparel brand Susan Alexandra. In the minimalist, sleek and often unsmiling world of fashion, SUSAN ALEXANDRA, founded in 2014, exudes joy, colour and personal expression. This brand has a small beginning, starting with Susan handcrafting jewellery in her bedroom. From this initial ray of creativity, Susan eventually launched her signature hand-beaded bags in 2017. Utilising a spectrum of colour inspired by the small joys of life, the Susan Alexandra beaded bag offered an escape from the serious and indulgence in unpretentious endorphin-boosting designs. Inevitably, the glittering, jovial and ineffably nostalgic designs of her beaded bags resulted in an infectious viral success.
Susan continued to channel her invigorating passion, gradually expanding her brand into a multifaceted and distinctive business with collections ranging from accessories to home wear and forging collaborations with exciting brands. Susan Alexandra has become an intuitive and intelligent brand, constantly producing innovative must-have products (rainbow bedazzled dog collar and Martini-shaped bag to name but a few.) The brand maintains a beautifully bold social media presence and online shop but also has a gorgeously curated physical retail store which showcases the collections and hosts weekly nights exemplifying the cheerful sense of community Susan has nurtured. On Orchard Street in New York, the bright yellow Susan Alexandra store shines like sunshine. Evidence that the innovation, thoughtfulness and expression of a female creative has the power to uplift the world.
Eve: A nostalgic youthful aesthetic runs through everything that you do, does your childhood memories inspire or influence your projects?
Susan: Very much so!
E: Girlhood is a concept being covered and conversed about in the media/social media prominently at the moment… Do you think that girlhood has influenced your own creative projects?
S: It’s my number one driving force!
E: Do you think that girlhood forms a foundation of inspiration for most female creatives?
S: Certainly. Either by attempting to reconnect to their inner child or by trying to be the person their inner child would be proud of!
E: I absolutely love your work, your designs are so reminiscent of all my favourite books and illustrators from my childhood and conjure so many happy emotions!
Do you believe that female creatives have the ability to produce creative work that is more emotionally perceptive or more deeply communicative?
S: I generally feel that women have the ability to tap into softer, more loving, emotionally intelligent, maternal wavelengths than a traditional male can. Of course, as a person who identifies as a woman, I am a touch biased! Perhaps a greater well of empathy.
E: Do you think female creatives have the ability to derive inspiration from more alternative and unusual sources of inspiration?
S: Perhaps not more alternative or unusual, but from a very specific place that most males are not able to tap into. I find inspiration in art, movies, TV, people and past lives.
E: How does your creative job/role impact your daily life? Although it may not be true, It is commonly said “Do a job you love and you will never work a day in your life”…Do you separate your creative work from your life, or do you find creative work is all engrossing and pours into every aspect of your day?
S: Sadly, as a business owner, 99% of my job is not creative. My dream is to find a balance where I can focus solely on creative endeavours, that is what fuels me and gives me energy!
E: One of the many things I love and admire about your work at Susan Alexandra is the spectrum of gorgeous collaborations with other creatives. The business has become such a force of wonderful and uplifting products and creativity…What does collaboration mean to you as a female creative, and why is it important?
S: Collaborations are a wonderful way to push your creative exploration to a new realm. It’s good to get out of your own head!
E: I wanted to ask about your thoughts on the importance of a physical retail store…In the modern age of online shopping and fast fashion, what drove you to open and run a physical retail store?
S: I love stores. They are interactive museums and how I learned about fashion. I so much wanted a real space of my own where people could congregate, meet, hang out and be inspired.
E: Susan, your ability to dream and be so energetically creative but equally action your plans are so inspiring. This magazine is read by many young female creatives with passions and aspirations at the beginning of their journey…What is your advice on how to actually translate and drive forward this creativity?
S: You just have to work so very hard and just never stop evolving and thinking towards the future. It’s a bit of burning the candle on all ends with the end goal being to find balance.
E: Do you find it challenging to balance dreams and completing projects?
S: Fortunately, I have a team now who makes SURE that projects are completed! Without them, I wouldn’t be able to do any of these amazing projects. I do think deadlines help inspire creativity. When I know I have a slim window to make something it pushes me.
E: Do you think this is one of the most challenging parts of being a female creative and what do you find the biggest challenge?
S: I think that it’s hard being ‘a creative.’ It’s hard to monetise art in general and to be able to split your brain between the side that wants to make art all day and the part that knows how to market, sell, and negotiate is very difficult. Add being a woman on top of that, there is the pressure of being very soft, kind and compassionate. But also aggressive, unrelenting and deserving of respect. You are expected to be concave and convex at the same time. It’s a tremendous amount of pressure.
E: Your business is so multifaceted and ever-expanding its ranges and products, how do you decide what products and collections to pursue? When do you know to let an idea or project go?
S: Before we release anything, we comb through previous sales of similar items to see if there is any data that will support the investment. There are always rogue items that don’t seem to make sense that we put into production because we love them.
E: As not only a female creative but a leader, what are your thoughts on how young female creatives can do the best for themselves and their colleagues in a team?
S: Come to the table with ideas, be present, respond to emails in a timely manner, always say yes and be open to learning.
E: What attributes do you think make female leaders positive? What can we learn from female leaders or creatives?
S: Empathy and compassion. Response to both of those!
E: Final random but important question: your favourite childhood book or film?
S: There are so many, but I loved ‘Madeline’ and any and every Disney cartoon.
Edited by Oisín McGilloway, Editor-in-Chief
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