I first met designer Sarah Wilson at her small workshop in North Miami Beach on a rainy South Florida day, but she was the complete opposite of the weather. Sarah, blonde and beautifully in shape, had the sunniest of dispositions and her aura exuded warmth and positivity. Matter of fact, she’s one of the few artists that I’ve met who’s actually a genuine reflection of what she creates.
Sarah, who loves to work-out and wants to look good while doing it, has combined her two biggest passions (fashion and athletics) to build a budding business called “Fashletics.” The hybrid name is cool, catchy and kind of perfect. At least, her husband thinks so. When she first came up with the idea (while brainstorming at her kitchen table,) she asked him what he thought, to which he immediately replied: “It’s so bad, it’s good.”
I laughed when she told me the story because he’s totally right; in a marketing/branding kind of way. Fashletics, though, is way more than just a combination of words. The brand, which is made up of small but durable charm jewelry consisting of barbells, dumbbells, weight plates, kettle bells, dog tags (used to adorn necklaces, bracelets and earrings) along with spirited workout wear (t-shirts and exercise socks) is all about empowering and inspiring the men and women who wear it.
Everything Sarah designs is peppered with positive affirmations. Some of my favorites include: “Struggles Reveal Strength,” “Dig Deep Rise Up,” “Believe In Yourself,” “Weakness Is A Choice,” “Progress Not Perfection,” “Live What You Love” and “I Am What I Have Overcome.” There seems to be something in the line for everyone when it comes to celebrating and motivating the human condition.
By the way, this isn’t just some kitschy idea Sarah thought of one day while laying around on the couch eating potato chips. She completely drinks her own Kool-Aid. Sarah is a bonafide athlete in her own right: along with being a certified CrossFit coach, she’s competed on Team USA in the sport of Duthalon (which is basically a triathlon without the swimming.)
During some of her most agonizing preparations, Sarah found that training her mind was just as important as training her body. Overcoming her self doubt, which a lot of even the most seasoned athletes can experience, became easier with her own personal mantras and mottos. Sarah didn’t just repeat them to herself, though, she put them on her jewelry, clothing and whatever else she could to motivate her mind into believing what was ultimately in her heart: YES YOU CAN.
That kind of mental conditioning isn’t just for the beautifully buff. It’s something most people can relate to and use in all aspects of life. If you’re a regular blog reader, you know the struggles I’ve endured with my health (more specifically, my Guillian-Barre’ Syndrome.) During my lowest of lows, I would say to myself over and over again: “It’s going to be okay. You’re going to be okay.” Even though the doctors said I wasn’t.
If it were a particularly bad day, I would say out loud: “You’re not going to die. YOU WILL BEAT THIS. YOU WILL NOT DIE.” It was if there were a broken record in my head playing over and over again. Ultimately, it was my way of surviving the unbeatable odds that had been handed to me because of a simple virus I had contracted from what? A fork, spoon, plate, dish? No one really knew the answer. What’s more, no one knew how I would survive, but I did. After all, I told myself dying was NOT an option.
Matter of fact, I’m living proof of what Fashletics actually stands for. What you think and believe you can absolutely achieve or in my case, overcome. Most of us have “A Stylish Strength” within us and now thanks to Fashletics, we can wear it in more than just our hearts and with the knowledge that Aristotle once shared: “We are what we repeatedly do. Excellence, then, is not an act, but a habit.”
Shireen Sandoval: What is the concept behind Fashletics?
Sarah Wilson: The idea behind Fashletics is to bring your passion for fitness into your everyday style. There are so many positive characteristics that physical training brings out in a person: strength, confidence, power, and courage, for example. And yet, for most of us, our training sessions last an hour here or there and then it’s over. I want people to be reminded of these incredible attributes even when they are not in the gym. I want a woman to look down at her barbell necklace right before she heads into a presentation at work and think “Hell yea, I’m a strong woman. I’ve got this.” Don’t’ leave all that greatness in the gym… take it with you to work, to your relationships, to your family, etc. Wearing Fashletics is a simple reminder that the strength you acquire in your training is transferable to pretty much every other situation in life.
SS: How was the business born?
SW: I’ve been designing jewelry since I was a teenager. I’ve also been really into sports and fitness since I was a kid. I studied jewelry designs and metal-smithing at the University of Michigan School of Art and Design. I was also kind of a gym rat and ran marathons “for fun.” Prior to starting Fashletics, the two interests were completely separate. I had a small jewelry company called Mushka Designs which had nothing to do with fitness. Working out was just a hobby on the side. When I moved to Florida, I joined a triathlon team and started CrossFit as a way to meet people and stay fit. I became obsessed in a way I had never experienced. I ended up competing on Team USA in the sport of Duathlon and competed in the World Championships in Edinburgh, Scotland. I became a Certified CrossFit Coach and competed at the Regional level with my team. In the midst of all this training, competing and coaching, I started making jewelry pieces that reflected my obsession with training. On a whim, I set up a table at a local CrossFit competition to see if it would sell. I’d say that this is the moment that the business was actually born. The sales from this event gave me the confidence and cash flow that I need to start production. I went home, built a website, and started selling online in addition to local CrossFit events.
SS: Tell me about your creative process.
SW: Most of the Pep Talk charms are inspired by the down and dirty struggle and triumphs that I’ve experienced through training and competing. Testing your body so aggressively forces your mind to go to places you would not otherwise experience. This is where the words come from – the lowest of the low and the highest of the high. The fitness object charms are obviously interpretations of objects that I used everyday. Like the Pep Talk charms, each piece is either hand carved out of wax or constructed out of metal. I make all of the original prototypes at my workbench in my studio here in Miami. Because they are all handmade, I can put my own unique spin on these everyday objects. I love creating texture in the metal and oxidizing pieces to express the dark and gritty side of training.
SS: What type of pieces do you make and how do you select the positive affirmations?
SW: Most of the positive affirmations come out of getting to that “dark place” while training and sometimes are even inspired by the struggles of running a business. One of my biggest problems early on in competing was all the negative self-talk. I would really beat myself up over what I perceived to be my shortcomings. This gets you nowhere. I realized I had to be stronger mentally in order to be stronger physically… and it’s not easy! The positive affirmations (Pep Talk Charms) were created to help myself and others overcome all the negativity and to relish in the progress of each day. Everything I create for Fashletics is designed with positive intentions. It’s not just about the end result, it’s about all of the hard work we put in day after day. Wearing fitness jewelry is a symbol of your commitment to fitness as a lifestyle. It’s about complete mental and physical strength – not just looking good on the beach (though that is definitely a nice perk!)
SS: Your clothing is so fun. I love the socks. Describe your work-out apparel.
SW: I’d say it’s grit meets girl. I want people to have fun wearing it, but I also want it to glorify a side of training that might not at first be perceived as “cute”. Sweat, muscles, incredible strength… these are things that in the past have not been associated with being “feminine”. Well, screw that! To me there is nothing more beautiful on a woman than strength and nothing more impressive than a woman who isn’t afraid of getting her hands dirty and break a real sweat. I choose colors and styles that are fun and full of energy and combine them with designs that capture the grit and strength.
SS: I have body envy. You’re in such great shape. I need to know the deets STAT! How do you stay looking so great?
SW: My preferred method of training is CrossFit – high intensity, varied workouts that incorporate functional movements. Four times per week seems to be my average lately. I eat very “clean” which means I avoid processed foods and refined carbohydrates like pasta, rice, etc. When I was competing I trained a lot more frequently and had a strict (mostly) paleo diet. Consistency is KEY. Having a specific goal is great, but what do you do once the 30 day diet ends or the 5-lbs are lost? You have to start a routine both with food and exercise that you know you can stick to for the majority of the time. Find an exercise routine that you actually enjoy and healthy food that you actually look forward to eating… I promise they exist! Have patience and get back on the health horse even after you fall off.
SS: Your line isn’t just for the super fit fashionista. Who else does it appeal to?
SW: Fashletics is really for anyone who wants to improve their life. I happen to believe that a lot of improvements can happen through committing to a more active lifestyle. I don’t mean you have to be a gym rat to get healthy. You just have to start moving and to find your motivation. We try to provide that motivation through our products, our blog, our involvement in the fitness community and interviews with “real people” and athletes who prove that good things happen when fitness is a part of your everyday life.
SS: What advice do you have for someone who wants to be in an A-list fitness category, but hasn’t quite made it yet?
SW: You have to walk the walk before you can talk the talk. Put yourself through the experiences that you want to be considered an “expert” in. You have to be a part of the fitness community before you can be a leader in that community. Have experiences and then start expressing why these experiences should matter to other people. Find your own voice, your own strength, and then figure out how you can be of service to others. Fashletics was initially inspired by my personal experiences, but now it’s more about connecting with other people and doing everything I can to them on their journey.
SS: What about those of us who haven’t found that right exercise that we love and can stay motivated and connected to – any advice?
SW: You just have to keep trying new things. It’s like dating. The good news is, there are probably much better fitness options in Miami than relationship options… or so I hear (laughing)! Try to find something that matches your personality. If you are super social, grab a friend and start hitting up some group classes. Most important – don’t give up! I would also recommend giving whatever you try a fair shot – don’t quit after one experience. If I’m going to try something I generally commit to a 30-day plan.
SS: Fitness has evolved so much over the last ten years, including fitness wear. What do you think the biggest improvements are? And what areas still need work?
SW: I remember shopping in the men’s section of sports stores when I was in high school simply because either there wasn’t a women’s section, or all the women’s stuff had hearts and flowers on it. The quality, fit, and variety of women’s fitness apparel has come a long way since then. And the market is so competitive that this just means it will keep getting more diverse. As far as improvements – I think there needs to be more fitness wear designed for larger women. It seems like most of the clothing that exists is for people that are already in shape. I can see how this would be discouraging for someone who is over a size 8. And it’s not fair. It gives the impression that fitness is for an exclusive community of people who already have a specific body type. I would love to see apparel brands give more attention to a larger array of body types.
SS: What mark do you hope to make in the ever-changing world of fashion?
SW: I want Fashletics to be seen as a brand that is about way more than just the products it sells. I want to contribute to making real change in the way our society perceives women, their bodies, and their strength. I want to help women see themselves in a different light – to understand that our bodies are designed to look a million different ways and that is something to embrace.
SS: Do you see yourself expanding your line?
SW: Absolutely. Jewelry will always be the main focus, but I would like to expand the apparel and accessories collection. I want people (women in particular) to have a variety of “strength inspired” products that they can incorporate into their everyday style.
SS: What was your experience like working on the blog?
SW: I have a love/hate relationship with my blog! I like to expose the personal side of Fashletics as a way to connect with my customers, but I’m always left feeling a little vulnerable and self-conscious after the fact. I try really hard to write about things that I think will be helpful to other people.
SS: Where are you originally from and how did you end up in South Florida?
SW: I am original from Michigan – the Detroit area. I am in Miami by way of Los Angeles. I love Michigan, but always dreamed of living in a warm climate and close to the ocean. I moved to LA with my boyfriend (now husband) after graduating from the University of Michigan. It was a dream. We had lots of friends out there and lived a very carefree, post-college, California style life. Eventually, reality kicked in and my husband’s job brought us to Miami. I was pretty upset to move at first, but I think ultimately the move really forced the entrepreneur out of me. I didn’t know anyone here and had to work really hard to figure out who and what I wanted to be.
SS: How has fitness changed your life and how does it continue influencing you today?
SW: How much time do you have?? I am a stronger, more resilient person because of my commitment to fitness. I was very shy and quiet growing up. Training and competing gave me confidence. I feel like it also gave me a purpose. I’ve come to realize how incredibly passionate I am about getting other people involved in fitness – especially women. My involvement in fitness has also opened my eyes to a lot of women’s issues that I think are still in need of change. Fitness is still very segregated in terms of male/female, so it exposes a lot of gender issues that are important on a larger scale. Everything from how women perceive themselves to the way that society treats us. There is still change that needs to be made and I plan on being a part of that change.
SS: Which of your designs/creations do you love most?
SW: My favorite piece of the moment is the charm that says: “I Am What I Have Overcome”. I think the older I get, the more I realize that life is so much about how we act in the face of a challenge. It doesn’t matter how many times you succeed or fail, what matters is how you react in each of these types of situations. Struggle is inevitable for everyone. I’m doing the best I can to be a strong enough person that I can carry on in spite of the struggles and continue to be a positive force in this crazy life no matter how hard it gets.
For my three blog looks, my stylist (Jackie Kay) wanted the clothing and jewelry to reflect my personality. I’m not big on super-tight clothing, so we paired some of my favorite loose fitting cargo/yoga pants with Fashletics signature socks and tank tops. No matter what I’m doing (blog modeling, television hosting, entertainment reporting,) it’s always important for me to feel comfortable in front of the camera.
I’m a stern believer in focusing on what I’m doing/saying, not on what I’m wearing; at least, in the heat of the moment. Clothes should always empower you, not make you feel fidgety or self conscious. Believe me, it’s been a hard won lesson, I’ve experimented with every type of clothing and accessory under the sun to bring myself peace of mind and comfort.
Sarah chose the jewelry for the blog shoot, layering necklaces and bracelets to compliment one another. Then she added fun kettle bell/barbell earrings to the mix. I really like the petiteness of her pieces; it makes them especially easy to wear when you workout or with any fashionable outfit.
Choosing my own charm was a little harder. So I did what Sarah said: reflected and thought about my journey and all the things I had been through as of late. The word “resilience” popped into my head a few times, but I didn’t want my charm to be about just the past. I wanted it to encompass the present and the future, too. I gravitated toward Fashletics’ inspirational wing and its charm plate that reads simply: strength.
A wing to carry me through the things I cannot walk through and strength to overcome life’s challenges. Moreover, strength to allow myself to enjoy all of life’s wonderful blessings. Sometimes, we have to have the fortitude to accept the good just as much as we have to have it to get through the bad and that’s why “A Stylish Strength” will always be one of my favorite things.
Shop the jewelry and work-out wear looks at www.fashletics.com
Twitter: @Fashletics
Instagram: @fashletics
Facebook: www.facebook.com/fashletics
Twitter: @ShireenSandoval
IG: @ShireenSandoval
ssandoval@wsvn.com
www.shireensandoval.com
Photographer: James Woodley
Twitter: @BritFloridian
IG: @BritFloridian
www.James-Woodley.com
Hair & Make-up: Odette Hernandez
Twitter: @Odettehernandz
IG: O.D.E.T.T
Styling & Assist: Jackie Kay
blog ideas: Jackiekay211@yahoo.com
Editor: Matthew Auerbach
MattAuerbach@yahoo.com