Fashionista

Who would think driving around in a van and setting up beer displays could inspire a fashion accessory line.

When Jenna Herbut was doing a summer internship with Labatt Breweries a few years ago, she had an idea. “I had a lot of extra time on my hands between stops, so I got to thinking what my next project should be… that’s when I thought of starting an accessory line,” recalls the 26-year-old University of Alberta business graduate.

Jenna had gained insightful knowledge of where Edmonton’s best thrift shops were located, and recognized them as her primary source of vintage scarves and buckles to create sash belts. Her business, cheekily named Booty Beltz, was born.

Undaunted at having no experience in the design or fashion business, Jenna trusted her sense of style and trends. She was determined to make her company work despite her admittedly crude first attempts at sewing.

“Looking back, it’s kind of like when you made something in kindergarten and you think of how proud of your work you were at the time… but now you can see how bad your efforts really were,” laughs Jenna. So, she hired stay-at-home moms to sew the sashes.

Learning from her setbacks, Jenna’s three-year-old company has grown quickly from a single line of hand-made sash belts sold at local boutiques and events like the Fringe Festival. She has diversified to include Bootyfly Bags—many reversible with interchangeable straps—plus Fuschia—an accessory line of floral themed pins, pendants and head bands—all available across Canada, the United States and Japan, and on-line.

Having her products professionally sewn in Calgary frees Jenna’s time to put her marketing background to good use, producing local fashion shows—many for charity—which she says are key to creating a viable design industry in Edmonton.

“When I first started out, sewing alone in my parents’ basement, I felt lonely and isolated. But through local events, I have been able to tap into a vast network of people who want to show the world that our city has major fashion potential.”

Jenna’s passion, hard work, creativity and success are a rags to riches story—literally—with a happy ending. √

Photo by Terry Bourque