Today we’d like to introduce you to Sherida DeFrance.
Sherida, can you briefly walk us through your story – how you started and how you got to where you are today.
I originally started DeFrance Style as a fashion stylist back in 2002 after being laid off from a job in the financial industry. I was given some great advice to take some time off and breathe instead of looking for another job and I took heed of it. I was working as a part-time as a receptionist on Saturdays at Tom Harris Hair Salon for many years. It was at that salon that things for me shifted. Patrice Hector, a brand specialist in her own right, approached me and told me that I should consider being a fashion stylist. I never even thought about it before. She also suggested a book to purchase called the “The Hair, Makeup, Fashion, & Styling Career Guide” by Crystal Wright.
After a 6 month hiatus, I applied to fashion school at Bauder. When I realized how much tuition costs were, I went back to working full time and left the salon. When I finally made the call to order my book, Crystal Wright answers the phone. Before I could finalize my purchase, I was already inquiring about internships. She forwarded my information to Nyssa Green of the Green Room Agency and a week later, I was doing my first job on a magazine. I had no clue what I was doing, but I faked it and I think I did a pretty good job. During this time is when I learned the power of building relationships with people and as I like to call it: “networthing.” Your network is your net worth. I have worked and been showcased as a fashion stylist for Derek Blanks and WAGA Fox 5 and multiple magazine publications. I eventually branched out into event coordination under my mentor, Jean Brooks Murphy who happens to be one of the first African American Buyer for Rich’s which is now known as Macy’s. I have had the privilege to work alongside her at Macy’s signature events such as the annual tree lighting, Diva, and Dames, as well as various fashion pop-ups events like Sean Jean, Steve Harvey, Dominque Wilkins, Phat Farm and a host of others.
In late 2017, I decided to revamp DeFrance Style to expand outside of the limitations of just fashion.
Has it been a smooth road?
I have never heard of a smooth road. It is the bumps in the road that makes you stronger. One of my biggest struggles personally was overthinking and overspending. If things were not in perfect order then I did not want to move. Perfection simply does not exist. I spent a lot of money when I first started because I had the philosophy of “Go BIG or go home” and then, you lose a lot of money. I went from not having to work a job and I became bitter. I had to later learn to fail forward. I am not the first person to learn this lesson and I will not be the last. Do not overthink because it will keep you in park mode.
“Take lemons and not only make lemonade but build a lemonade stand and then sell it to the highest bidder.” –Sherida R. DeFrance
So, as you know, we’re impressed with DeFrance Style – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
The best way to describe it now is to say I create, connect and influence. It is no longer limited to just fashion. I have over 20 years working at Fortune 500 companies in the capacity of sales, marketing and most recently, as a relationship manager. What differentiates me from others is that I am a strategist that can help businesses through using a balance of analytics and creativity. I have the ability to see things from multiple points of view. I am currently working on my own project called the “transitional foodie” where I expose people how to live a healthy lifestyle while I promote great products, home cooked meals and restaurants from a foodie perspective. I am most proud of being able to work with Yolanda Owens, the owner and founder of Iwi Fresh and Spa. This is a spa that has been around for over 8 years and specializes in farm to skin products and services.
Let’s touch on your thoughts about our city – what do you like the most and least?
I love to have been able to watch the progressiveness in the area of music, arts and film in the city of Atlanta. The one thing I like the least is the fact that it can take me two days to go 5 miles in traffic.
Contact Info:
- Phone: 404-913-5903
- Email: defrancestyle@me.com
- Instagram: defrancestyle
Image Credit:
Shannon McCollum
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