Today we’d like to introduce you to Candace Locke.
Candace, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
The interesting thing is before I even had an inkling that I wanted to be a designer my path was already being paved for me. In high school, I doodled fashion illustrations as a pastime, however, I had zero interest in fashion as a career at the time. My grandfather was an artist who taught me about perfecting my craft from a very early age. Both my mother and grandmother have been my fashion driving forces since birth, teaching me about style, quality, and craftsmanship. These things played a vital role in molding the principles on which I run my company.
In 2008, I graduated from the University of North Texas with a B.F.A. in Fashion Design. Since starting my company in 2009, I have learned that one must wear many hats as an entrepreneur. Therefore, I do it all. Most people don’t know this, nor do they believe it, but alas it is true. I am very hands-on, stepping in as the makeup artist, hair stylist, fashion designer, wardrobe stylist, creative director, photographer, photo editor, marketing analyst, blogger… etc. It’s certainly a full-time job, but it’s quite fulfilling to have your passion and career share the same space.
As a designer, I aim to alleviate the stress of time-consuming obligations like mulling over “what to wear” by making collections that are comfortable to wear and easy to style and maintain. Over the years, DIMILOC has become a brand that women can rely on; a brand that now gives women from all over the world, direct access to fashions that complement their unique body types, lifestyles, and personalities.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The road hasn’t always been smooth. In the beginning, the biggest struggle was brand identity. As most designers can relate, when you are just getting your feet wet in the business, people expect a seamstress who will create all of their wildest dreams on a budget. This process proved to be time-consuming, not cost effective and certainly not fulfilling as a designer. Like any artist, you are driven by your inner creativity and if anything is stifling that, one must restructure the process. Therefore, I discontinued all custom apparel and focused on what aspects of fashion were important to me in order to create the culture of the brand customers now know.
DIMILOC – what should we know? What do you guys do best? What sets you apart from the competition?
DIMILOC was established in 2009 in Dallas, TX is a modest clothing brand specializing in all things maxi. Simplicity, versatility, and comfort are of the highest importance and each season is carefully crafted and curated with the customer in mind. 90% of the fabrics are wrinkle-free/low-wrinkle and 95% are machine washable. DIMILOC takes great pride in quality by selecting fabrics of the best hand and displaying outstanding craftsmanship. In 2015, Tall sizing was introduced and has since become a major plus for customers worldwide, with tall customers making up to 95% of the business. With great intention, silhouettes are kept classic and simple, creating staple pieces to be worn for years to come. The goal is to help women transform their closets into a private space that celebrates their femininity and reflects their signature style.
What is “success” or “successful” for you?
I describe success as an all-knowing feeling of growth, being aware and accepting of change within your profession. Success is a hindsight state of mind, you really don’t realize how successful you are until you put the world on pause, be still and allow yourself to stroll down memory lane. As long as when you look back, you are functioning on a higher level than you used to be, you are successful. I don’t measure success by financial gain or popularity, those things are merely byproducts of success.
With DIMILOC, my ultimate goal is to provide a sense of ease, confidence, and community to as many women who have a need for such, through style, fashion, and dialogue.
- Website: DIMILOC.COM
- Email: REACHUS@DIMILOC.COM
- Instagram: @DIMILOC
- Facebook: https://www.facebook.com/shopdimiloc/
Images: Candace Locke, Model: Andrea Grant