Made with Love
by Sarah Persitz
How a multidimensional artist + fashion influencer’s love for small brands propelled her to start a brand advocating to shop small
Lainy Hedaya is one of those creative minds that transcends industries and categories. Her extensive career has evolved through many chapters - as an influencer, creative consultant, an artist, and most recently as a sought after advisor on all things interior design. Through each of her distinct offerings, there’s a common thread that ties creative design with artistic expression in bold and inspiring ways. So, when Lainy offered to style a spring-inspired table-top with some of her favorite artisan picks from The Nopo, we were beyond thrilled.
Lainy's career path is as original and exciting as her designs. Her successful fashion blog Haute Inhabit, which started out as a portfolio project in her third year of college, ultimately launched her into the early world of being an influencer. Sharing a bit about the start to her career, Lainy reflected, “I was lucky to get started in the industry before the influencer space became its own industry, so I was learning along with everyone else.”
As Haute Inhabit became a trusted source for all things fashion and lifestyle aesthetic, Lainy became a fashion icon, quickly expanding her realm of influence beyond fashion blogging and shopping and into the behind the scenes details that make a company tick. Over the years she’s worked with brands to offer both creative and strategic services to support business strategy, branding and creativity.
More recently, Lainy stepped into the role of being an advocate for small brands in 2020 as COVID swept the world, prompting mass closures in most major cities. Lainy immediately understood that small businesses were being disproportionately affected with many of her own clients experiencing losses. Recognizing a need, Lainy used her industry knowhow to launch Small Brand Love, a one-stop website curating and elevating small brands and retailers as a way to encourage people to shop small.
Asked what’s most inspiring about working with small brands, Lainy shared, “I like small businesses because there is always a soul tied to a product - and you’re never getting the same thing as everyone else. You know it was made with love.”
With a degree in Visual Merchandising, Lainy naturally has an eye for design, and a deep passion for quality craftsmanship. Speaking of her travels in Morocco with Jimmy Choo, Lainy shared about her experience in the souks. “Store after store were little treasures and it was hard not to stop at each one. You meet the store owners, and sometimes the creators, and you realize how beautiful craftsmanship truly is. The Nopo is a necessary retail platform for those artisans. One of the biggest hurdles these businesses face is not being able to manage the logistics and access international customers. The Nopo removes that hurdle and gives artists a chance of showing their value without all the backend stress.”
Currently Lainy is spending most of her creative energy on her own home DIY projects. “To me, a space is just a 3D piece of art where color, light, and balance all take into effect. I think understanding art and interiors are a bit similar, but interiors is 3D and more technical. Art makes a space come to life, even if it’s small or bland.”
Photos from @lainyhedaya
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