The Who What Wear Podcast: Episode Summary
Episode Title: Personalized Pet Charms and Martini Menorahs: A Conversation on Joyful Accessorizing With Susan Alexandra Designer Susan Korn
Release Date: December 18, 2024
From the creators of Who What Wear—your trusted source for celebrity style, the latest fashion and beauty trends, and shopping suggestions—comes The Who What Wear Podcast. Each week, the podcast offers direct insights from designers, stylists, beauty experts, editors, and tastemakers shaping the fashion and beauty landscape.
1. Introduction and Guest Background
Host: Cat Collings
Guest: Susan Alexandra Korn, Designer of Susan Alexandra
The episode opens with Cat Collings introducing Susan Korn, the creative mind behind the whimsical jewelry and accessories brand, Susan Alexandra. Susan shares her journey from handcrafting jewelry to establishing a thriving brand renowned for its playful and maximalist designs.
Notable Quote:
"I never felt so embraced and seen and it was just such a rush of emotions." ([03:18])
2. The Genesis of Susan Alexandra
Susan discusses her move to New York at 25 and her initial struggles with creative expression. Her passion for jewelry led her to start making pieces, eventually gaining an Instagram following that attracted wholesale inquiries. A pivotal moment was her inspiration to create beaded bags after discovering a bead shop in Chinatown, New York City.
Notable Quote:
"The bags really change everything. And I started selling wholesale to, like, the stores that I always dreamed of." ([05:23])
3. Building the Brand and Overcoming Challenges
Susan reflects on her early success with beaded bags, highlighting iconic designs like the rainbow and cow print bags. These bags fostered a sense of community among her customers, creating an emotional connection beyond mere fashion accessories.
Notable Quote:
"Where is the meaning behind it? Because, like, I live in New York, and I'm always wanting to wear things that feel protective and feel personal." ([06:41])
4. Navigating the Pandemic and Pivoting to Direct-to-Consumer
The COVID-19 pandemic posed significant challenges as wholesale orders were canceled. Susan describes the stress of potential financial losses and the tough decisions she faced. Ultimately, she pivoted to a direct-to-consumer model, focusing on building a community and opening a physical store in New York in 2021.
Notable Quote:
"We ended up pivoting to direct to consumer and barreling down on this idea of like, community and trying to make up situations where people can come together." ([07:26])
5. Expanding Product Lines and Embracing Diversity
Susan elaborates on expanding her product range beyond bags to include Judaica items like menorahs, mezuzahs, and dreidels. She emphasizes the importance of versatility and not pigeonholing her brand, aiming to cater to various customer needs from home decor to personalized pet accessories.
Notable Quote:
"I don't want to pigeonhole myself as just one thing. And that's been the evolution for the past couple years." ([09:37])
6. Embracing Maximalism in a Shifting Fashion Landscape
Discussing current fashion trends, Susan acknowledges the recent shift back towards maximalism after a period dominated by minimalism and quiet luxury. Her customizable charm necklaces and bracelets have become bestsellers, reflecting the demand for personalized and expressive accessories.
Notable Quote:
"People want something that's customized, and they want to be unique and something that's special and less disposable." ([10:46])
7. Styling Tips for Bold and Whimsical Accessories
Cat asks Susan for styling advice for those new to bold accessories. Susan recommends using jewelry as a means of self-expression, suggesting that pieces with personal stories or meaningful designs can enhance one's style while conveying individuality.
Notable Quote:
"Jewelry, for me, should mean something. It should have a story. It should make you feel a certain way." ([13:29])
8. Holiday Gift Recommendations
With the holiday season approaching, Susan highlights her brand’s unique offerings, including a robust collection of fun and customized Judaica items like asparagus-shaped menorahs and dirty martini-shaped ones. She also mentions practical yet stylish items like beaded tissue box covers and personalized pet charms.
Notable Quote:
"We have a really robust Hanukkah collection of, like, really ridiculous menorahs." ([16:29])
9. Personalized Pet Charms: A Unique Offering
Susan introduces her personalized pet charms, where customers can send photos of their animals to be transformed into customized charms made from gold, silver, or bronze. These charms are designed to capture the unique likeness of each pet, making them perfect sentimental gifts.
Notable Quote:
"It's really special, like, what I wear, like, my mom around my neck. There's nothing like it." ([21:00])
10. The Creative Process Behind Susan Alexandra
Susan delves into her creative process, which is heavily influenced by vintage jewelry and spontaneous inspiration. She emphasizes the importance of staying true to her creative instincts and allowing ideas to flow naturally without being overly prescriptive.
Notable Quote:
"When the mood strikes, I use an iPad and I sketch, and I'll just keep going." ([22:13])
11. Strategic Collaborations with Major Brands
Susan discusses her collaborations with brands like Bose and Crocs. These partnerships allow her to merge her creative vision with established brands, enhancing visibility and offering unique, customized products such as bedazzled headphones and exclusive Jibbitz charms for Crocs.
Notable Quote:
"Collaborations with bigger brands, they generally come to us because they want us to be, like, the creative director." ([24:16])
12. The Dog Fashion Show at New York Fashion Week
One of the highlights of the episode is Susan’s collaboration with Rachel Antonoff to co-host a dog fashion show featuring rescue dogs. The event aimed to promote rescue animals, showcasing them alongside celebrities and emphasizing the brand’s commitment to community and compassion.
Notable Quote:
"I have a dog who's a rescue, and I was like, I want to promote these kind of animals." ([28:42])
13. Future Aspirations and Vision
Looking ahead, Susan shares her dreams of expanding Susan Alexandra into a comprehensive lifestyle brand. She envisions creating products for every aspect of her customers’ lives, including home decor and personal accessories, as well as opening a second store in Los Angeles by 2025.
Notable Quote:
"My goal with Susan Alexandra is I want a lifestyle brand where we can make something for your whole house." ([31:06])
14. Conclusion and Closing Remarks
Cat concludes the conversation by applauding Susan’s multifaceted approach to fashion and lifestyle. Susan expresses gratitude for the meaningful dialogue and mutual understanding shared during the episode.
Producer Credits:
Produced by Hilary Kerr, Summer Hammerhaz, and Natalie Thurman
Production Assistant: Claire Schmidt
Audio Editor: Ko Takasuki Chernovin
Audio Engineers: Glen Canyon Audio
Music: Jonathan Leahy
Sponsors:
Paige – A lifestyle collective renowned for their denim, shoes, and sunglasses, celebrating their 20th anniversary in 2024. Visit paige.com for new arrivals.
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This episode offers a deep dive into Susan Alexandra Korn's creative journey, her innovative approach to personalized fashion, and her dedication to building a community-driven lifestyle brand. Whether you're a fashion enthusiast or an aspiring designer, Susan's insights on creativity, resilience, and collaboration provide valuable inspiration.