Conversation with Creations Youd by Youdline Marcellus

What are your origin?

I was born in Haïti, Raised up in Québec, Canada. I also proudly displays the colors of my roots in the collection Homeland presented at the Western Canada Fashion Week 2016


What sparked your interest in Fashion?

Simply a Google ad saying: Create your own jewelry. The advertising caught my attention. The beads and stones stores had always fascinated me. I remember when I was younger, to spend several minutes looking through the beads store windows to admire the variety of stones, colors and shine. Ironically, I rarely wore jewelry. It was definitely a sign from God!


Are you self-taught or did you study fashion design?

I made my first jewellery collection by myself.  It was so well welcome that I've decided to learn the technics by entering into a jewellery school (École de joaillerie de Montréal), where I've perfected my skills in basic jewellery creation techniques. I also attended workshops on costume jewelry design alongside professionals Chris & Alix.  


Is there someone in the fashion industry, who inspires you?

I love designers Eli Kuame & Helmer Joseph for their avangardist style, designs and meticulous attention to details.


What made you take fashion more seriously and make a career out of it?

Each piece that I created was loved and purchased by my family and friends. Later a friend introduced me to a few contacts who had shops in downtown Montreal. This is how the adventure took a more serious and professional twist.


Do you design your own clothes or you have to go to label?

I design my own jewellery, accessories & clothes.   I have presented my first clothes line at the Montreal Caribbean fashion Week 2015 and actually taking a pattern design & sewing course.


How has your work evolved since you began your own label?

Despite its young years, Creations Youd has already been noticed on the international scene by being invited to participate in the DPA Pre-Award Gifting Suite of the 2014 Emmy Awards. I had the opportunity to meet and offer my designs to celebrities such as Anne Betancourt, Angela Basset, Blair Underwood, Shawn Toub of Homeland, RJ Mitte of Breaking Bad and Jimmy Jean-Louis.  Shortly thereafter, Creations Youd realized her dream of participating in the prestigious 2014 American Music Awards gifting suite at the Nokia Theater, in Los Angeles, CA.  


What are you fascinated by at the moment and how does it feed into your work?

To be invited to mainstream events such as the Western Canadian Fashion Week make me feel proud and inspired to create more unique designs. It helps me keep pushing forward, believing and focusing on my dreams.  I put a lot of passion and devotion into my work.


Do you have a process you follow when starting a new design?

I don’t really have a process. My inspiration comes from the materials I use such as: Swarovski crystals, semi-precious stones, vegetable & recyclable leather, Fabrics,   stainless chains, etc... I never know what the next design will look like. Each piece is handmade and unique or reproduce in a small quantities.  


Where do you go for inspiration?

I am an ambassador for Foundation Voix Angélique (FOVA) which helps underprivileged children in Haiti and Africa by offering them an education, food and medical care. For each sale ma de, Creations Youd will give back 10 % to Fova foundation. To know that my humble contribution will help an innocent children, our future leaders, really inspired me to create more beautiful pieces.


If you were a superhero, what kind of powers would you have?

As a superhero I would have the power of reading people's mind and the power of duplicating myself in order to produce unlimitedly , be everywhere & spend quality time with all my cherish family and friends.


If you were to date super hero, who would you date and why?

I would definitely date Superman. “Laugh!”  He is a gentleman, has all the powers and he's very handsome. He would surely inspire me to create unique and avangardist superhero suit :-)


In your opinion; which super villains needs fashion advice?

I think the Joker need some fashion advice “Laugh!”

 

Nina Nayema designed by Naimo Awale

At what point did you figure out “I want to design shoes?”

I think it was back when I was in high school and I started working at Yorkdale mall.  It was then I imagined the perfect pair of shoes that would give me the appearance of those pretty stylish girls who wear sexy stiletto and knowing full well I could not walk in high heels. I remember wishing someone could design the perfect shoe for an awkward tall girl that could make me look classy and chic.


Are you self-taught or did you study fashion design?

I've never studied fashion in school, the closest thing to fashion design I did was make-up artistry at Seneca College part time. Business and accounting was my full time studies.


Do you ever read fashion or design magazines?

No, I don't often read fashion magazines.


What inspires you as a footwear designer?

My inspiration comes from some amazing people I've met in my life, clients, friends, family, places I've been, cultural background and it's become a way I can express my ever changing emotions. Fashion to me is an amazing way to express yourself, and when I design I do it with the essence of the person in mind or a feeling inside.


Do you have a motto when it comes to shoes?

Yes, "Capturing your style, grace, and beauty in every design". My passion is to design shoes that is someone's dream pair, weather it is a simple flat or a pair of heels they have dreamed of for their special day.


What are your criteria for well-constructed and well-designed shoes?

The quality of the shoe and embracing the diversity of women's shoe sizes so that anyone can find a pair of NINA NAYEMA shoes in any size.


What style of shoes do you like and dislike?

Can't really say I dislike a style of shoes, but I do love any eye catching pair in whatever style it is designed.


Of all the shoes that you’ve designed, which has given you the most satisfaction?

I think I would say my Mimi pointed toe full suede wedges with the gold wedge heel detail. It had an almost mirror like finish that when you had it on it looked like it doesn't have a heel at all. And the best part was it was low and comfortable enough to walk and work in them. (Photo attached )


What do you wish people would understand about working in fashion industry?

I think in any industry it's always a learning process and everything comes with experience, drive and passion.  


If i were a supervillain; what would your powers be and why?

I think I would say the power to see the future. So that I can see the outcome of everything. No surprises!


What’s next for you?

We are working on a couple of projects and always creating new designs whether it is jewellery, handbags or shoes.


Anything we should be keeping our eyes open for the future?

Of course, for NINA NAYEMA. We hope to become Canada's Number 1 shoe brand.