"EÏA is bigger than a project" she says. "It is about rising the bar by bringing art - back to art" .

 "Nowadays, people see a business simply as an opportunity to make money," she explains. "Production is stimulated by demand, and thus something we once called a dream quickly becomes a commercialized project. 

Consequently, the work produced is done poorly at the disadvantage of the employees. I can't count how many times I found myself  unhappy due to overwhelming work I had to deal with while working for a Fortune 500 company. Seeing this type of work-ethic within an Art-Based brand, was the cherry on top -what ever happened to ART? " she says. 

 

This scenario is what allowed Ismaëlia to define  EIA's brand identity. " We want to focus on quality, and that is captured throughout our company. From the shopping experience, to the garments and the back-end details at the administrative level"

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"There was more to it though, " she says. "I created my first vest during my last semester of college where I attended an intro class to garment design. 

Everyone loved it and wanted to buy a sample. The feedback I received was so positive that it inspired me to create more vests. 

When the time came to start drafting my business plan, I did not know where to start" 

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After spending time doing research Ismaelia understood that the first step about creating a brand is to define the customer base,who you are and what the brand represents". With all this information in mind M,rs Déjoie pulled out her "DreamBook" and put herself to work.

 

The options were so diverse that she knew she had to put herself in a box, "I  wanted my customers to be female-based and inclusive of all types of women" she explains. She then proceeded with interviewing Tania, Kyra,Uzo, Randy and Laura.

These girls had characteristics which described a specific “type of woman”.

Their  stories , personalities and physical traits inspired the design of the statement pieces. 

"From there I knew that EÏA would be all about a self-expression and women empowerment. Self-expression is the true definition of art after all."

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 "By creating several prototypes that reflect these types of women, our customers will be able to find pieces that best match their character and physical traits"

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"EÏA reads "Ella" in spanish, meaning "her" in English. I came up with this name and it could have not been more perfect! Every details matters and I hope our customers will be able to feel that while shopping with us. I want our customers to feel special, and I want to elevate our art to the standards which once were all about soul and craft.

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In 2022, Ismaëlia launched the brand’s online store, which caters to a diverse range of body types, many of which are ignored by retailers that offer limited size options and silhouettes.

 

EÏA has successfully brought High Fashion to an affordable and wearable forefront.  With years of preparation and a meticulous marketing strategy, EÏA meets high fashion standards while uplifting the art community to a whole other level. A prolific fashion creator, Maelle extended her influence beyond couture clothing, realizing her design aesthetic in handbags, fragrance, furniture, and more.