Beija-Flor Re-Invents Denim For The Real Woman
Emilie Whitaker remembers finding
perfect pair of jeans- the kind that fits like a glove and makes you feel like you. Her mother, Kathy Moca, surprised her with denim from Brazil where Emilie spent most of her childhood. From this experience, Emilie and Kathy founded
, a denim line based in Greenville, SC, made to compliment ANY woman's shape and style!
Beija-Flor is Portuguese for "hummingbird," the symbol Emilie and Kathy have used to empower women through their well-designed products. "Hummingbirds are tiny but they have incredible strength; we're a women-owned business operating in a highly competitive industry," Emilie explained. The mother-daughter team spent dedicated time researching Brazilian clothing materials they’ve incorporated into the American fit.
A pair of Beija-Flor jeans contains Enama, which is essentially a smart fiber that was invented for athletes to speed up muscle recovery. The more you move, the more body heat is bounced back to alleviate soreness! As of now, Emilie and Kathy are the only American designers that use Emana in their jeans!
"Nicole" in black wash
As for the styles- I will first say that I am extremely picky when it comes to choosing a pair of jeans (as most women are). I'm tall so length is a concern along with wash and price. I was extremely impressed that the design, comfort and look of my jeans go with any outfit from day to night! The four styles, all named from friends and family in Emilie & Kathy's lives, are Jennifer, Nicole, Kelley and Audrey! In the beginning stages, products were tested on real women to carry out that authentic message of embracing any and every body type! Jennifer, the most popular fit,
"My personal style depends on the day of the week. Our goal is to give women a clean enough silhouette or “canvas” to create their own look," Emilie says. Although jeans are made in Brazil, Emilie says she's still a southerner and most of their fans live in the south. They recently opened a new flagship store in Nashville's Edgehill Village. "Nashville as a city represents same passion we have," Emilie states, “We aren’t taking ourselves super seriously. The people are warm, comfortable and other business owners are supportive in that they understand taking risks."
To all of the minds starting their own dream business, Emilie stands by the advice that “the best research you can do is living it. Interested in fashion? Go work in a boutique, study it and your actual product will be more genuine."
Small Business Saturday is THIS weekend and I encourage you to invest in gifts from independent designers and store-owners! Enter the code LocalLady at checkout and get 20%! Treat yourself this season to a pair of jeans for that next holiday shopping trip or party!
"The majority of small businesses is the engine behind our economy and we need to support that engine. Open your mind to going to independent retailers. There is something going on there. Avoid the big boxes and seek out independent brands."
- Emilie Whitaker