Thursday, July 5, 2012

Fashion In Broad Ripple

Here is a blog post from our awesome intern, Alexa.  She recently visited one of our Cultural Districts, Broad Ripple Village, here in Indianapolis, Indiana and found some fun things to write about - take it away Alexa!

What’s the first thing you think of when you hear “Broad Ripple”? For me, all of the boutiques with their fashionable pieces of clothing come to mind. Each boutique is so different from the next; each one full of clothes you won’t find anywhere else. Strolling through Broad Ripple today I discovered a few new boutiques I’ve never shopped  before that I think you should check out.
Redemption is a fashion forward boutique that was full of reasonably priced outfits for summer. Plus, it’s located inside of an old house, so the squeaky hardwood floors and clothes in closets adds character!
Shop Tibet caught my eye with adorable sundresses on a rack outside. Once I stepped inside I didn’t want to leave! Walls of purses, scarves, dresses, and other knick knacks intrigued me.

Personally, my go-to boutiques are Broad Ripple Vintage and Pitaya. Walking into Broad Ripple Vintage is like stepping through a time machine back into the sixties. The smell of incense welcomes you. Ceiling to floor racks of clothing. A variety of accessories to choose from. What’s not to love? This boutique should be on the top of everyone's list when visiting Broad Ripple.

Lastly, Pitaya is full of beautiful and trendy clothing, reasonably priced, and good quality.

There are tons of other boutiques in Broad Ripple that I didn’t have a chance to check out. With July being Independent Business month, it would be the perfect time to shop at all of the boutiques and local businesses that Broad Ripple has to offer!

Alexa :)

Wednesday, June 20, 2012

Mission: Small Business Grant - WE WANT YOU!

Mission:  Small Business by CHASE and LivingSocial

We are asking for your support of independent fashion and the building of community, employment, and dreams.  Aesthetic Design Style House needs 250 votes by June 30, 2012 to be eligible to compete for a $250,000 Small Business Grant.  This will change the face of independent fashion as we know it and change lives of young people striving for their fashion passions.

Here's how to lend your support:

"Thanks to a program sponsored by Chase and LivingSocial called Mission: Small Business℠,
your support could translate into a $250,000 grant.
But we need at least 250 votes at to qualify.
To vote for Aesthetic Design Style House:

Go to

Click 'Log In & Support' and log in using Facebook.

Search for our Aesthetic Design Style House by name OR filter by our State (Indiana) and City (Indianapolis).

Click on the blue Vote button next to our business name to show your support for our business."

We hope you will join us in strengthening our little corner of the fashion world while helping the community and those in it which we love so very much!


Julia, Janelle, and Alexa

Tuesday, June 5, 2012

Big & Beautiful Buying Power

With all of the festivities this week for us with The Limited it got us to thinking more about the way not only the world views being plus size but how retailers view plus size women in particular. 

We applaud The Limited with their new line eloquii - beautiful pieces for women over a size 2 that are of quality and on trend (all images within today's post are courtesy of eloquii :).  I say this because many many lines for plus size women are just kind of "thrown together" almost as though we are an afterthought.  The message from retailers to the plus size market has seemed to be "well, larger women have to get dressed in the morning so I guess we have to make something for them".  The Limited has come to realize that by taking the time to create collections with thought and craftsmanship the sales will come (like if you build it they will come).  Finally it seems that other retailers, along with The Limited are catching on and realizing that plus size women have a HUGE stake in the consumer market and we will spend money to feel and look good - maybe even more money on average. 

Speaking of averages 60% of American women are a size 12 or larger.  Uh, hello, why would it take a strong business mind so long NOT to cater to this market?  Well, it wasn't something that was mainstream or fashionable or "the thing" to do.  As we know, unfortunately, there is a double standard when it comes to men and women.  Men can have Big and Tall stores and that is cool - there is no stigma around a man shopping at a Big and Tall store.  On the other hand if we women shop at a plus size retailer then some feel they have to go in with a hat and sunglasses so no one knows they are there.  NOT FAIR and we have to change it.  Along with changing our own mindset we have to change retail.  Easier said then done but it is happening - better late then never. 

The LA Times published an article back on October 24,2010 titled 'The Plus Size Mystery in Women's Fashion' regarding plus size women longing for fashions of the same caliber as their smaller counterparts.  Here is an excerpt that blew my mind:

"In a time when retailers are struggling to turn a profit, the disconnect between fashion and reality is a puzzle. The fashion world's emphasis on tall, thin and young women is frequently cited as contributing to poor self-esteem, anorexia and bias against the overweight.

What's more, a key finding of a 2009 report by Mintel, an international consumer market research firm, found that plus-size shoppers, especially younger women, want fashions that match those sold in smaller sizes.

But that's a big request with a small chance of success, experts say. The proportions, economics and aesthetics of plus-size fashion virtually guarantee that fashion — fashion of the trendsetting, desire-stoking, magazine-filling kind — will always favor the thin.

Creating stylish clothing for larger women isn't as simple as making bigger sizes of existing styles, says Rosemary Brantley, chairwoman of fashion design at the Otis College of Art and Design.

"There are a lot of styles that won't size up," said Brantley, a designer and former model. Pattern makers can more easily enlarge or shrink proportions for sizes 0 to 10 because the body's proportions expand in a more universal manner in the lower sizes.

"The human form is nothing but a bunch of curves," Brantley said. "Those curves get very exaggerated as one gets bigger. The more exaggerated the curve, the more seaming, the more shaping, more darting, more fitting and more expense."

Again, um okay.  But we are willing to pay for it so make it!

I'll end on a personal note - after having three daughters I am not a size 8 or even a 14.  I'm happy with myself and my family AND my husband thinks I'm beautiful just the way I am.  I make money and I'm in love with fashion and all it encompasses.  More retailers need to wake up and realize all of the profit that is slipping away each day they are not catering to the plus size woman :)  So, thank you, again, to The Limited for starting a trend which I hope will prevail in the future. 



P.S.  and eloquii has pants with an inseam of 35" which is heaven to someone (such as myself) who can NEVER find pants long enough - score one for The Limited!!

Monday, June 4, 2012

The Limited + Eloquii + Castleton Square Mall = Happy Ruby

I was very excited when Christy from Fashion Wrap Up tweeted about me to Public Relations Rep Elizabeth Friedland. I had no idea why. I was just honored that someone thought about me as an influence in the plus size industry in the state of Indiana. I want to start the blog by thanking Christy for the hook up! (xoxo)

Elizabeth contacted me and let me in on a little secret I’ve been wanting to share for WEEKS now. I’m not a great secret keeper, but I’m proud I kept this in.

The Limited has remodeled its Castleton Square store here in Indianapolis, IN. The grand opening celebration weekend is set for this Friday, June 8th through Sunday, June 10th with a ribbon cutting that Friday morning at 10 a.m.. Well what does that mean for plus size women in the state of Indiana? It means The Limited will start carrying it’s sister plus size line, Eloquii, in its' Castleton Square location as a store within a store! YAY!
The Limited’s Castleton Square Mall (Indianapolis, IN) Grand Opening Celebration Weekend Friday, June 8th – Sunday, June 10th

I’ve have been honored to give a review of the new location and Eloquii’s summer and fall lines. Eloquii has been out for a little while now, but now The Limited is selling the line in six stores around the country. Castleton Square was chosen for the Indiana market.

So much is going on with The Limited this week and I’m going to share all my experiences with you through the Ruby Leonne blog and the Aesthetic Design Style House blog. We will share the ins and outs of the grand opening, interview some exciting people in The Limited and Eloquii family, and more! Also, we will be holding a contest for a gift card from The Limited. Keep posted everyday this week for more details on our contest.

Ruby (Janelle)


Wednesday, May 23, 2012

Studio NTK on the Rise

Recently we were on the set of the photo shoot of our designer Studio NTK.  Not only is she the most amazing master of her craft but her vision is incredible for what is ahead.  Enjoy some of the pics from this wonderful day :)

Thursday, March 29, 2012

We are Trayvon Martin

On Monday, the city of Indianapolis banded together to walk for justice. People gathered from different races, different backgrounds, religions, genders, ages, and classes to display unity. The Trayvon Martin case isn't just about race or class, its about how we treat each other as human beings.

A little boy left his parent/step-parent's home to buy some treats from the local convenience store. He had no idea that would be his last treat...his last journey. When he said goodbye to his family and friends, he had no idea that would be his last positive interaction for his life ended in confusion and turmoil.

Aesthetic Design Style House stands behind the family of Trayvon Martin and will continue to stand until true justice is served. Trayvon could be your son...your daughter...this could happen in your backyard. Pray for justice...sign the Trayvon Martin petition on

Thursday, February 9, 2012

An Independent Fashion Revolution Meets Little Independent

A few months ago I was doing some research on the fashion community in Chicago.  As a city, they have so many resources that can be used to help you learn and grow not only in Chicago but anywhere. 

I happened upon an awesome amazing wonderful site called Little Independent.  Of course this attracted my attention since our whole life over here revolves around our own tag line:  an independent fashion revolution.  I thought it was just meant to be that I found this site. 

As I perused their site the more excited I got (I'm weird I know and I'm okay with that)!  It is so nice to come across people and concepts that are in line with what your own thoughts and passions are but with an individual twist that only the creator could have thought of. 

That creator happens to be Lesley Tweedie, Co-Founder and Owner of Little Independent.  See her in action HERE as she explains all about her "baby".  She and her husband founded Little Independent in 2010.  Their inspiration?  A lonely Bike Helmet! 

Their web site tells their story like this:  "My husband and I own a neighborhood bike shop in Chicago. Over the course of many months, we watched a bike helmet gather dust on the sale rack. We marked it down…then marked it down again. We showed it to customers we thought might like it. We put it out for the sidewalk sale. The helmet still wouldn’t sell. Sure, it was a bit over-sized and more expensive than others, but I knew someone out there would be happy to have it for a great price. I wished there was an easier way to reach that person.

I found fellow storeowners have the same issue. Even those that have e-commerce websites sometimes find themselves with an item that lingers too long. The available listing websites where I could reach a wider audience had high fees and complicated set-up processes. There was no inexpensive and simple-to-use online marketplace just for independent stores like mine."

What an awesome simple logical concept!!!  Breathing new life into an item that was destined for the clearance bin or even worse- having to bring it into my own home - because it wouldn't sell :)  As Lesley said there had to be someone out there who was a perfect match for her helmet and she came up with a way to provide an invaluable service.   

Independent retailers don't have the same luxuries or the financial freedom of large retailers like Saks or Lord & Taylor when it comes to sell through.  Most independent retailers also sell one-of-a-kinds or unique items that take that one special person to come across it and fall in love or fall in need with it.  Little Independent makes it easier for you, as a consumer, to get those items across state lines without leaving your own town.  It keeps the integrity of the independent retailer while giving it a helping hand. 

As of today Little Independent has 69 stores in 14 states with 239 sale items just waiting for YOU!!  They are growing by leaps and bounds so be sure to check their site frequently to get some incredible finds at incredible prices.

May I add that Lesley happens to be such a wonderful person and knows what great customer service is and how people should be treated!  For that, success is the only option for Little Independent because it comes from a good heart :)

For even more information about Little Independent take a look at their FAQ ~

Live life well and ENJOY!!!


Wednesday, February 1, 2012

"Doing" Vintage

There has been a change of tide lately with the economy the way it is and people wanting to find comfort in the simple things again.  This is why, I believe, shopping for vintage anything (but especially clothing) has made a rather large resurgence. 
Along with yearning for the nostalgia of yesteryear finding vintage pieces is like finding hidden treasure.  Finding beautiful pieces with tags still attached – oh I just felt my blood pressure rise – such a rush!!  Even if I don’t buy it for myself there is no way I’m leaving an incredible vintage find behind – I know someone who would look awesome in it or I will use it for a photo shoot before I walk away from something so fantastic! 

For one, things were just made better in certain eras than they are now.  The material may not have been wonderful (polyester I’m talking to you) but the craftsmanship was impeccable.  Things that were less expensive and not considered couture at the time were even made better than today. 

I have searched through many definitions of “vintage clothing” and the most common theme seems to be as defines it:   The term vintage is used to describe clothing between 20 and 100* years old which is clearly representative of the era in which it was produced. Vintage clothing can be used, new (from dead stock), manufactured, and handmade. It is important to understand that the definition of vintage is fluid, so every decade brings forth new items as "vintage". It is also important to understand that all vintage will eventually become antique.  *Clothing 100 years old or more is classified as antique”  Something to think about when consciously going out to search for a vintage piece or pieces. 

Doing vintage is fun and adds to your own personal style.  I talk a lot about personal style but it is important to express yourself through what you wear and how you wear it.  It is an outward expression of what’s going on inside – some days that’s good and some days not so good – but nevertheless it’s the truth. 
I view vintage as I do a trend.  Meaning that I wouldn’t do a trend from head to toe – I strategically mix and match it and several pieces throughout my wardrobe or outfit.  If you find an awesome vintage dress then mix it with some sky high platforms to make it modern.  If you layer yourself in vintage jewelry like pearls and rhinestones, then wear it with a white tank top and denim and, again, a hot shoe, to offset the fanciness of the jewelry.  The trick to “doing vintage” is to do a piece here and do a piece there.  If done all at once it can look as though your grandmother’s (or great-grandmother’s) closet imploded all on one person and we don’t want that (unless you are doing a period piece in the theaterJ.)

It is also important to do your research.  In the age of smart phones and tablets it makes it easier to find out on the spot if the deal you think you’re getting at the thrift store is truly a bargain.  If I come across a label I am unfamiliar with I will do a search right there in the store – sometimes it’s good and sometimes not but it is important to be informed.  If there is a dress that isn’t a popular name but I really love it and it’s $5.00 then I go for it and tweak it to my own personal taste.  That’s the beauty of it – you buy something for $5.00 and make it look like $500 and no one is the wiser.  It’s all in how you carry yourself and the confidence you exude in anything you wear. 

Let’s recap:

·         Do vintage in moderation – a piece here and a piece there

·         Make vintage modern by pairing it with classic pieces of today (denim, platform shoes, blazers, that little black dress, or the classic white oxford)

·         Have fun when picking out pieces.  It’s easier to try something if it costs $5.00 than if it costs $100.00 so go for it!

·         There are no rules when it comes to your personal style.

·         Do your research – look up unknown labels or fashion houses just so you know what you are buying – especially when it comes to high end couture vintage pieces (e.g. Dior, Chanel, Yves Saint Laurent, etc.)

Vintage pieces can be found just about anywhere:  Goodwill , Salvation Army, your local thrift shop, your family’s closets, your friends’ family’s closets, and garage and estate sales.  There are also some companies who have made upscale vintage their livelihood and only sell high end designers and fashion houses for a pretty penny but they are worth every cent! 

I’ll leave you with a few of my favorite links: 


                Shrimpton Couture

              Vintage Vogue by Goodwill

              ERAS by ADSH

FabSugar:  Guest Blogger Rachel Zoe – How To:  Shop AND Wear Vintage


Live life well and ENJOY!!

Thursday, January 19, 2012

Rockin' the Red Pump

We urge all bloggers and everyone to join us in the Rock the Red Pump campaign this year.  They are now in their 4th year and have made incredible strides in raising awareness for Women and Girls affected by HIV/AIDS.

The Red Pump Project  raises awareness about the impact of HIV/AIDS on women and girls. Our mission is to promote HIV prevention through education, and open dialogue about the issues that surround sexual and reproductive health. We do work online and on the ground to motivate action and encourage dialogue about the effects of the disease.

Founded in March 2009 by Luvvie Ajayi and Karyn Watkins, Red Pump believes that if HIV affects one, it affects us all. We use the red shoe as a symbol of empowerment to represent the strength and courage of women infected and affected by HIV/AIDS. The incorporation of fashion into the message of HIV prevention is our contribution as we hope to show that Awareness is Always in Style!™. 

National Women and Girls HIV/AIDS Awareness Day is March 10th every year, and there’s a whole lot of talking and educating happening all over the country in honor. That’s how The Red Pump Project was born… Out of our desire to get conversation started on the issue of HIV/AIDS and ask others to do the same. So we put out a call for bloggers to “Rock the Red Pump™.”(thanks ladies for letting me borrow from your web site :)

Here's how YOU can help too:

  •  Sign up to "Rock the Red Pump" and embed one of our five custom badges in the sidebar of your website and/or blog.
  • Dedicate a post to the important issue of HIV/AIDS and women on March 9, 2012 (We're choosing to paint blogosphere FIERCE on this day because March 10 is a Saturday this year). Need some statistics to get started? Check out our HIV/AIDS 101 page.
  • Participate in our weekly #RedPumpDiaries Twitter discussions on a variety of important sexual health topics
  • Snap a photo in your favorite pair of red shoes and share with us via our Facebook page, Twitter, and/or Tumblr.
  • Spread the word and tell a friend!

So don't wait and SIGN UP today and help spread the word about this wonderful organization. 

Live life well and ENJOY!!


Sunday, January 8, 2012

ERAS by ADSH - Launched

As some of you may or may not know we have launched a vintage subsidiary of our company called ERAS by ADSH.  This is an exciting venture for us because we love to mix unexpected pieces and find hidden fashion treasures in our city and beyond. 

ERAS by ADSH began after an amazingly lucky thrifting day.  The more we found the more we knew we had to share it with everyone.  There are pieces that just CANNOT be left and they must be shared.  We found all shapes, sizes, fabrics, colors, and ERAS - hence our name!!  One thing that sets us a part from the rest is that we choose only the best most high quality vintage pieces (with some brand new up to date items thrown in because we just couldn't resist).  If there is something that needs fixed to make it perfect again then we fix it.  We take pride in selling quality products and customer service is #1!!

We also come across items that were made in huge design houses and also some little known ones and try to resurrect the piece so it is relevant today.  The best reward is following our pieces to galas, proms, corporate offices, museum openings, and onto the streets of America and internationally. 

There are always new and exciting items arriving so be sure to check back frequently to see how we do on our buying days - so much fun!  Also we welcome your feedback and we take special requests.  This means that if you are looking for something special we are more than happy to go out and try and find the best items to suit you.  We will choose several options for you and from those we hope you find "the one". 

Try something new (or old but new again!) and mix and match vintage with modern to propel your personal style to that next level.

Oh, find us on FACEBOOK too!

Until Then:  " 'What will they think of me?" must be put aside for bliss."  - Joseph Campbell