Pacific Fashion Powerhouse

Danitta Lilly’s JO’LI ELEI fashion line is becoming a major part of the conversation in the Pacific fashion industry. Just jump on Instagram, and you will see the likes of Samoan soulstress Aaradhna wearing the label. HER chats with Danitta on her journey to success as a young entrepreneur.

Designer Danitta Lilly was fresh out of high school when she made her first JO’LI ELEI dress in 2015. The Australian-born-Samoan was in the process of learning the basics of ELEI printing from her Mama Lessie when she realised there was a market for her designs. After posting a few design pieces on Facebook and Instagram, “the rest is history,” she says.

IT’S ALL IN A NAME

The story of the JO’LI ELEI name is nothing short of a family affair. It was Danitta’s grandmother who encouraged her to figure out a name for the business.

“My middle name is Lilly and my sister’s name is Josephine. My mum would get really lazy to call out both names so you’d hear her call out ‘JO’LI!’” she laughs.

She adds that the name encompasses the strong women in her family: her Mama Lessie Josephine, Mum Lydwina and Aunty Inez.

The names carry an elegance and style that makes JO’LI ELEI unique and has generated a combined following of more than 20k followers on Facebook and Instagram. It is hard to believe Danitta only had a connection with fashion in her late teens.

“I was a real tom-boy. When I turned 17, I switched up my wardrobe from shorts to dresses and skirts. It was the fascination of playing with colours, prints and designs and having all that at your fingertips to create something on your own.”

Fast forward three years since starting the business and the JO’LI ELEI style has been spotted on the catwalks of Pacific Runway and worn by many internationally.

“To me our style is very much about simplicity and class FOR ALL and being able to rock the outfit anywhere. It’s the custom-made aspect of our brand and business that makes our designs different,” she says.

“Because we customise our designs to any shape and size, this means our customer base is so broad. You can choose your own colours, print, style and material. An example would be how I created a gold-printed malu design on an Indian sari.”

ELEGANT AND SOPHISTICATED DESIGNS ARE ALL PART OF THE JO'LI ELEI STYLE

POLY GIRL IN BUSINESS

The success of JO’LI ELEI has not come without its obstacles for the 20-year-old. Being a young entrepreneur has made running the business challenging at times.

“Many people are misled by the fact that I did start my business at a young age. I’m a firm believer that age does not define intelligence or skill. Those who mistreated me because I was half their age was a barrier I had to knock down,” she shares.

As she handles all aspects of the business on her own, Danitta also has the support of her partner and family behind the scenes.

“When I do need the extra support, my team consists of my amazing family and partner. My grandparents help me a lot with the physical side and running of the business, my mum helps with the business aspects and customer service. My partner is my right-hand man helping me through planning, data and filing, and fashion shows. My cousin VJ who is literally my chauffeur whenever I need. My amazing aunties, Inez and Rosina, have helped me tremendously from projects, photo-shoots, fashion shows, ideas, sketches, and planning throughout the JO’LI journey and have been my biggest supporters from day one."

Coming from a strong Samoan family has encouraged Danitta to be a positive example in the Pacific community and as a young Samoan woman, she says, “doing this is a privilege.” Her work has awarded her the Highly Commended Business Award at the NSW Pacific Awards.

“I appreciate the support from the Samoan and Pacific community. I do this because I love my people and I love showcasing our culture through my work. I want to portray what a leap of faith can do… with light and support can grow into something great!”

It is with this mentality that has drawn the likes of Aaradhna and Anna-Maree Thompson (who plays Ruthless in the film Hibiscus and Ruthless) to her designs. This, a career highlight for the fashion designer.

“Aaradhna would be my all-time favourite as she has been an idol of mine since I was a young girl. I have grown up with her music and she has inspired a few of my collections, especially from her song, Brown Girl,” she explains.

“I also had the amazing opportunity to dress Anna-Maree. She is such a beautiful soul and I recommend you watch her in the movie.”

This journey for Danitta has allowed her to learn a lot about herself and what she is capable of doing.

“I am stronger and smarter than I thought I was. I used to fall into what people would say and their expectations… that I’m moving too fast etc. I learnt that it’s okay to be how you are, and accepting the fact that you are different. There is beauty in that difference."

Not only has she cemented her place in the fashion industry, she is also studying towards a Bachelor of Nursing. She is focused on collaborating with more creatives and is excited for what her future holds.

“Starting my nursing journey this year has been interesting since I’ve been running JO’LI for three years. I still intend to run the business full-time and collaborate with many creatives. As a young Samoan woman, I want people to know that anything is possible if you are kind, honest, and hardworking.”

Danitta Lilly - The woman behind JO'LI ELEI

Q&A – GET TO KNOW DANITTA

Name: Danitta Lilly

Age: 20 (21 in June)

Ethnicity: Samoan

Villages: Vaiusu/Vaigaga, Faleata & Fasito’o-Uta

Location: Based in Sydney, Australia

Where did you learn the basics of business?

I guess you can say, my versatility comes from my family. My father has a very creative background in Arts he studied in and my mother had a strong business background. My parents were my biggest role models and love them so much because it’s funny how two totally different people with their individuality come together and make a weird kid like me because I love both the business and creative aspects of JO’LI ELEI.

What do you do in your spare time?

I love travelling, if I am not working, you’ll find me travelling with my best friend, family or partner. My partner Derek and I are the biggest travel bugs. Another thing I love about travelling is scoping out their fashion trends, prints, colours and styles; evidently you see that the surroundings have much to do with what the people wear. Travelling throughout the Pacific from a youngin’ till now has inspired my designs and prints I have now and the more I travel, I aim to bring forth more prints, designs and colours derived from other cultures & countries.

Who inspires your work as a fashion designer?

I have many inspirations in terms of those who wear the style & fashion of today. – Zendaya, Solange Knowles, Kardashians, Beyoncé and Rihanna. They are my style icons, the colours, patterns and new and old styles they bring to life. They all have different looks and that is what I love.

How was it having your designs on the catwalks of Pacific Runway?

It is a surreal experience, seeing the faces of the crowd as they see your designs on the runway. Seeing the models rock your garments and it is so special when the models themselves love the outfits they’re wearing and seeing everyone’s reaction of your collection.

What is a word of advice you have for budding fashion designers?

Never take it too seriously, play around with it and most of all HAVE FUN! You are using fashion and style to explore and express you who are. So never compare and look down on yours or others work because it is their own.

A piece of advice for women:

Some word of advice for those ladies; you wear the dress/outfit not it wears you. I always get the “Do I suit this?”, “does this suit my body?” You have the ability to rock anything, anywhere. Be confident! Wear your favourite colours and buy that dress that you have always wanted. As long as you are happy and comfortable never mind what others say because nobody got time for that sis!

Follow JO'LI ELEI on Social Media:

Facebook: JO'LI ELEI

Instagram: @JOLIELEI

Thank you Danitta for sharing the JO'LI ELEI Story with HER. You have such a beautiful, kind and bubbly spirit. I am so proud of the work you are doing and I am excited to see what the future holds for you. GET. IT. GIRL xxxxx