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At the end of last year, my friend and classmate from MIT, Eugena Delman, launched a brand new clothing line called Ava James NYC with her co-founder Saena Chung. It is a workwear brand with high-quality tailored dresses for women who are sizes 8-18. This is an underserved market, as the fashion industry has a long way to go in terms of inclusivity and creating a range of options for all body types. Hence, I was thrilled to hear about how this duo is working to create beautiful and sophisticated clothing for this target audience. Furthermore, they manufacture locally in New York City, which is awesome!

Read on for the story behind Ava James NYC.

Isn’t this pic so elegant??
All photos from Ava James NYC

Co-Founders of Ava James NYC: Eugena Delman (left) and Saena Chung (right)

I’m fascinated by people who have the courage to start a new clothing line, so I had lots of questions for Eugena! Below is my interview with her. Hope you enjoy!

Eugena Delman

KK: First off, what inspired you to create the Ava James NYC clothing line?

London Dress in Baby Pink & Black
London Dress in Black

ED: I was inspired by my older sister who lives in Hong Kong and has been a size 14 her entire adult life. I had just left my corporate job and was hanging out in Hong Kong with my family (I grew up in Hong Kong although my family is Korean).

I was mulling over my next steps when my sister jokingly suggested that I start a wholesale business that would import plus-size brands into Asia. She had mentioned that there was a large expat community and there were more and more women who had struggled to find larger sizes in stores. Having grown up there, I knew that any clothing options greater than teeny tiny was difficult so I thought that this was an interesting business proposition and I started doing my research.

Pretty quickly, I started to realize how limited options were in the US, where the average woman is a size 14-16! It didn’t make any sense to me that a huge swathe of the population was massively underserved by the fashion industry. So I figured if it doesn’t exist, why not try to create it?

I knew I couldn’t do this on my own so I tapped my bestie from Hong Kong, Saena Chung, to join me on this venture. She had graduated from RISD and had spent her entire career in fashion so I knew she was the perfect partner.

KK: How did you meet your co-founder Saena?

ED: I met Saena when we were tweens in 90s Hong Kong. We actually have no recollection of how we met – it was probably at Korean Saturday School (every Korean in Hong Kong was forced to go to Korean school on Saturday mornings which was universally hated) or at church (super stereotypically Korean!).

KK: What was your background prior to starting this business? How did you know when it was time to make the leap?

ED: I worked in finance at Goldman Sachs for 9 years before making the leap. I held several roles while I was there – I was originally supposed to start in the Public Sector and Infrastructure team in Investment Banking but the recession hit almost immediately after graduation and I was moved to the market risk team.

I eventually switched to a structured product marketing role where I stayed for 7 years. It was a great place to be as a junior person but as the years went on, you could feel that business was starting to slow down. A lot of new regulations started popping up and directly affected the bank’s ability to play in super structured and illiquid products. I could see the writing on the wall.

Moreover, I had just turned 30 and had my first kid – I felt like I hadn’t really pushed myself in the last few years and knew I had the energy and risk appetite in me to do something totally crazy.

KK: Sounds like perfect timing! How did you pick the name of the brand Ava James NYC?

Berlin dress in Salamander
Berlin dress in Salamander

ED: I wish we had a better story for this! Originally we wanted to do something with our first names but every combination we came up with sounded like an insect or biological specimen.

We finally decided to come up with the name of a woman who could be a potential customer of ours – a sophisticated and elegant name that is easily spelled and pronounced and could (hopefully) last the test of time.

KK: Where do you manufacture your clothing?

ED: We manufacture everything locally in the Garment District here in NYC. We decided to produce here because we were very particular with our quality standards and wanted to make sure we worked with a factory that was experienced with higher end brands. We wanted to observe the entire production process to ensure that our standards were maintained.

Moreover, because we were very particular about fit, we knew we were going to have multiple fit sessions during our pattern development process. It would’ve been logistically impossible to handle all of this in an overseas factory.

KK: What distinguishes your line from the other clothing brands out there?

ED: There’s been strong growth in the offerings available for plus size women, particularly at lower price points. We wanted to offer a premium product with a super feminine and sophisticated design aesthetic that we felt was missing in the market.

Moreover, our size range is meant to capture women who just about size out of the “straight size” designers (many of whom produce up to size 8 or 10) and are too small for the traditional plus retailers.

Berlin dress in Dove Grey
Berlin dress in Dove Grey

KK: What has been your proudest moment so far in business?

ED: Getting our first collection designed, developed, and manufactured in about 5 months was incredible.

My partner is an amazingly creative person but sometimes needs a little prodding to get deadlines in place whereas I’m no creative genius but I get things done efficiently with the financials in mind. We make a great team!

Also, I launched this business while I was pregnant with my second child and gave birth to my little girl, Chloe, the day after Thanksgiving.

People thought I was crazy for starting a business while pregnant but to be perfectly frank, there is NEVER a good time to be pregnant. I figured I would just deal with it and it turned out not to be so bad. My husband was a saint – he helped me with some of the fabric deliveries and dealt with all the ups and downs of starting a business / being pregnant. The poor guy had to deal with all of my emotional highs and lows and we hadn’t even had the baby yet!

KK: Haha sounds like you have great teammates in work and life! Where is the best place to find out more about your brand?

ED: We are online! Check us out at www.avajamesnyc.com and on our Instagram @avajamesnyc. We also have a showroom on 30th and 7th and happy to show our products in person to anyone who would like pop by. We do participate in pop-ups on a pretty regular basis (we are heading to Florida for the World Equestrian Festival in Wellington in March!) so keep an eye out on our instagram and sign up for our email newsletter.