Ashley-Victoria Smith is the founder and producer of Descalzo Shows, a fashion show production company focused on women’s empowerment and working with female-owned businesses and brands. Through Descalzo Shows, she helps small business owners find the tools and resources they need to grow, scale, and build their businesses, and ultimately themselves. Ashley-Victoria has worked with some of today’s newest and most notable swimwear brands including, Callista DeHart of Blue Coral Swimwear, Tayo Ishola of Eido Swimwear, Dana Dinerman of Hulabelle Swimwear, Natalia Vargas of Doppia Swimwear, and Natalia Garcia of KK Swimwear.
What is your professional background?
I’ve spent most of my career in marketing and sales. I am talking about B2B, cold calls, knocking on doors, carbon copy paper sales/marketing. It was when your MySpace account was trending (before Facebook, Instagram, and Twitter).
How did you get started in fashion show production?
They say, when you’re not looking for it, an opportunity presents itself to you. In early 2010, I was the Director of Marketing for a modeling school/agency (which I had graduated from when I was a teen) and we provided over 100 models for a local fashion show production company which just needed a Back of House Director. Since I already known the models and had been working with local malls doing fashion shows, it was a no brainer for me step in and help organize, plan, and run Back of House. After the first production, I stayed on board with the company working on more of the production and logistic side of things and eventually branched out on my own.
How did you come up with the concept for Descalzo Shows?
Well, Descalzo is Spanish for “Barefoot” and I wanted to have a name that I could tie together with what we specialize in and that’s working with lingerie and swimwear. So I thought, “aha” when you’re wearing a swimsuit or a bikini, you’re most likely barefoot, and in most of my shows, the models are barefoot.
What shows have you produced?
Before launching my company, I’ve produced fashion shows for Simon Malls in both North and South Carolina and became a Back of House Coordinator for another production company in North Carolina. It was in 2013 when I launched my first fashion show, LACE and worked under that name until 2015. And then in 2017, I launched Descalzo Shows, which now produces fashion shows during Miami Swim Week and New York Fashion Week.
Speaking of New York Fashion Week, what is it like to produce fashion shows?
It’s interesting. Although there’s so much time, planning and preparation, and attention to detail that goes going producing fashion shows, the process is pure excitement. The adrenaline and the rush that come with the execution of pulling off a flawless event is thrilling.
What’s your best tip for any aspiring entrepreneur who wants to launch a business on a shoestring budget?
As an entrepreneur, I’ve learned how to become resourceful and follow the mantra of “KISS It – Keep It Short and Simple.”
It’s critical to start with one thing or idea first, research whether a market exists for that idea, launch it, and let that product/service grow until there’s a demand for more. If the idea doesn’t generate enough interest, then it’s time to move onto the next idea.
I’ve met so many people who’ve started their businesses to only quit after two or three years because they were doing too much up front and were way too scattered. Without a plan, it’s difficult to concentrate, so my best advice is to conquer one thing at a time.
What’s your best tip for working at home?
Some people think it’s being organized or removing yourself from distractions, like the fridge or TV but I firmly believe that it’s your space. Your home office must be an inviting, positive, and creative outlet. Whether it’s an entire wall desk, laptop in a corner of your bedroom, or a spare bedroom, that space must be an environment that you can get inspired and thrive in. If you get “tired” or there’s “lacking something”, check your space and ask yourself, “Am I thrilled in this space?” If not, try giving it a facelift, adding a few inexpensive decorative touches, and see what changes.
What is next for Descalzo Shows?
We will continue to grow and take part in other fashion weeks giving more designers a supporting and encouraging platform to showcase their work.
How can readers get in touch with you?
My website is DescalzoShows.com and my Instagram is @descalzoshows.
