BreakThrough DESIGNER: NINO Brand

Meet BreakThrough DESIGNER Bela Shehu of NINO Brand.  Listen, Learn, Connect.

DESIGNER Bela Shehu of NINO Brand1. What is your brand’s mission? How has it evolved since you started your business?

I don’t have one set in stone yet, but the idea was to create a collection that exudes comfort and sophistication. That feeling never leaves me every time I design a new piece.

2. How would you describe your brand’s aesthetic?

Innovative. Unassuming. Forward. Classic.

3. What’s the most difficult aspect of running your business? What do you  do to combat that?

Trusting my business sense. I don’t have to question my creativity, but I often find myself questioning if I am as good of a business woman as a designer. At the end I have to allow my instincts make the final decision, then I don’t look back.

4. Do you sell wholesale or primarily through your own website/retail location? What steps do you take to attain brand recognition, whether to wholesale buyers or retail consumers?

I am constantly looking for independent reps to pick up my line. Since it is still new. My goal is to get the product to as many people as possible, then let them do the talking. All my clients adore the way my garments make them feel, and they keep raving about it. What better way to spread the word?


Facebook has been my public journal (since I don’t blog) and my friends love to follow me in my journey.

6. Can you describe in a few sentences your day to day?

My day consists of a lot of managing. I have a team of five that I manage daily while we are drafting patterns, developing a textile print, formulating a sales strategy for the season, tending to private appointments in our showroom, and sending packages out to our clients.

7. What are three of YOUR favorite brands? What do you admire most about them?

Akris, Y3, Wunderkind. I love the clean lines, the intense creativity and the emotion of the design that the fabric carries.

8. One piece of advice you can offer the fresh faces of fashion?

Stay authentic at all costs!

9. What exciting things are in store for you in 2011?!

Our Fall 2011 launches in February 🙂 ! We’re hosting a few trunk shows at a few key boutiques, and getting lost in designing Spring. It’s going to be a good year!!

Connect with NINO Brand


We’re not the only one recognizing NINO, check them out on 6ABC!

Thanks Bela for a fantastic interview!

Nicole Giordano

Nicole is the founder of StartUp FASHION, an online resource and community supporting for independent designers around the world with building their businesses. A deep love for the craft of fashion paired with an adamant belief that success is defined by the individual, led her to found StartUp FASHION, where she helps independent designers and makers screw the traditional fashion business rules, create their own paths, and build businesses they truly love. More than anything else, she’s in the business of encouragement and works every day to remind makers and designers that they have something special to offer the world and that they can, in fact, do this thing!