Modern Fashion: Gina Mellish of Gina The Brand On The 5 Things You Need To Lead a Successful Fashion Brand Today
An Interview With Candice Georgiadis
Take Risks: Most of my success as a small business has come from taking risks. Even starting GTB itself was a risk! While they might be scary at first, they always provide the biggest rewards.
Many in the fashion industry have been making huge pivots in their business models. Many have turned away from the fast fashion trend. Many have been focusing on fashion that also makes a social impact. Many have turned to sustainable and ethical sourcing. Many have turned to hi-tech manufacturing. Many have turned to subscription models. What are the other trends that we will see in the fashion industry? What does it take to lead a successful fashion brand today?
In our series called, “5 Things You Need To Lead a Successful Fashion Brand Today” we are talking to successful leaders of fashion brands who can talk about the Future of Fashion and the 5 things it takes to lead a successful fashion brand in our “new normal.”
As a part of this series, I had the distinct pleasure of interviewing Gina Mellish.
After being crowned Miss New Jersey USA in 2020, Gina Mellish, decided to combine her love of the fashion industry with a hole that she found in the pageant world. This missing puzzle piece was on-trend, luxurious yet affordable jewelry that is safe to wear. Fast forward to today and Gina has blossomed her own line of edgy, modern accessories into a full-fledged business. All pieces sold by Gina The Brand are 925 sterling silver, 14kt gold vermeil, tarnish-free, water-friendly, hypoallergenic, and made to last.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?
I’m a Jersey girl through and through! Growing up on the shore, NJ has a special place in my heart. I was raised here, went to school here and held the title of Miss NJ USA and Teen USA. Growing up my parents were always supportive of any dream I had, which seemed to change 100 times as a child. From music, to sports, to pageants and fashion, my family has always encouraged me to keep grinding. I feel very blessed to have that support.
Can you tell us the story about what led you to this particular career path?
During my reign as Miss NJ USA, I was also studying fashion at Marist College in New York and interning at Giorgio Armani Corporation. When the pandemic hit, I realized the city held less opportunity for me and it was time to make my own opportunity. At Miss USA I was constantly being asked who I was wearing, my friends would frequently ask me to style them, and the pageant community was always looking for my next move. I really wanted to put my name on something and sell not only my product but also me as a brand.
Can you share the most interesting story that happened to you since you began your career?
I don’t think anyone knows this but I started GTB with less than a thousand dollars in my bank account after graduating college and competing at Miss USA. In order to have the monetary funds to start Gina The Brand, I spent months selling all of my Miss USA gowns, swimsuits, rehearsal outfits, interview suits, accessories and more so that I could do this on my own. I definitely had to get creative, but it makes my business that much more special to me.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Discipline. I think this characteristic was really instilled in me from the pageant world. As a titleholder, we are really determined, disciplined and motivated to not only provide change for our communities but build a name and a brand for ourselves since we only get one shot at Miss USA. As the youngest contestant at Miss USA my determination was incredibly strong and it was really rewarding watching my hard work pay off as I placed Top 10 at Miss USA. I carry this quality with me through my business endeavors with Gina The Brand.
I am always learning. As a business owner, I think the best way to continue to grow is to continue to learn. I am always researching the newest trends, experimenting with ideas, and figuring out ways to expand. One of the best ways to always stay learning is to find an experienced mentor in the industry that has your best intentions and success at heart.
Consistency. As someone who is very determined to succeed, I often feel like I want to see results instantly. However, consistency really is key whether it’s posting daily on social media, reaching out to customers, or planning events every month. I am finally really seeing the results and sales I have been looking for after a year and a half of consistency.
What do you think makes your company stand out?
When creating GTB the original idea was for my followers and community to buy into who I am as a brand as Gina Mellish. Now that GTB is starting to expand, its really rewarding seeing people buy into it solely for the product and the quality! I am so hands-on with every single part of my business and am also the face of the brand. I do everything from pack orders and write out personalized cards with every shipment, to take product photos, film social content, respond to customer inquiries, plan product drops, create brand relationships, host and plan events and more. It’s been really rewarding getting this far on my own!
Do you have a favorite “Life Lesson Quote”? How was that relevant to you in your life?
My mom always told me if I love what I do, it will never feel like work. GTB has never felt like work to me, it has always felt like a passion project that I have given 150%. I wake up every day so excited to see what pieces I’m going to sell, what pieces I can create, and how I can grow!
Do you see any fascinating developments emerging over the next few years in the fashion industry that you are excited about?
Jewelry and accessories seem to be blending into the art space and really blurring the lines between jewelry and wearable art. This is super exciting to me as I’ve recently been able to launch hand-made acrylic body cuffs and crystal belly chains just in time for summer. Our consumers are really gaining the confidence to experiment with accessories which opens a great opportunity for creativity and uniqueness.
Can you share how your brand is helping to bring goodness to the world?
In a few ways, I hope! The first is just through educating our consumers about safe metals and why it’s important to know what we are putting on our bodies. Oftentimes we don’t realize that when we wear jewelry that makes our skin green or turns, it’s actually composed of harmful metals. At GTB, we are always transparent about using genuine 925 sterling silver and 14kt gold vermeil so our customers know exactly what to expect when they buy Gina The Brand.
In other ways, using my voice as a young woman is still really important to me even after Miss USA. Recently, Gina The Brand has donated a portion of proceeds of our RAINBOW ETERNITY RING to the Trevor Project, an organization working to prevent suicide within the LGBTQ+ community. We have also partnered with other organizations such as To Write Love On Her Arms for mental health as well as The One Love Foundation for teen relationship abuse.
Can you share with our readers about the ethical standards you use when you choose where to source materials?
All of our personalized pieces are hand-made directly in the heart of NYC. From nameplates, to initials and even custom requested pieces.
Fast fashion has an advantage, that it is affordable for most people, but it also has the drawback that it does not last very long and is therefore not very sustainable. What are your thoughts about this? How does your company address this question?
As a company that prides itself on pieces that are genuinely made to last, I wanted to shed light on why it’s so important to invest in your jewelry. I educate my consumers that when you are purchasing a GTB piece that is $75, you are investing in a piece that will last you years as opposed to a piece that may be $25 that you would need to replace after 3 weeks. Typically those lower pieces items are also made of materials that can be harmful and that most of us are allergic to. This is what often makes our skin turn green.
What are your “5 Things You Need To Lead a Successful Fashion Brand”. Please share a story or example for each.
- Take Risks: Most of my success as a small business has come from taking risks. Even starting GTB itself was a risk! While they might be scary at first, they always provide the biggest rewards.
- Stay Organized / Disciplined: Especially monetarily! Take a business course, consult an accountant, and know what is going on behind the scenes of your business at all times.
- Stay Up To Date On The Industry: Always take a look at your competition and what is going on in the industry! Not to compare but rather to make sure you’re on trend, on top of price points, and continuing to grow with what your consumers are liking.
- Plan Ahead: Being spontaneous isn’t always the best when it comes to running a business. It’s important to plan at least 6 months ahead whether it be for events, new collections, etc.
- A Lot of Passion: Sales are never linear so it’s important to have something to fuel the slower days. For me, it’s my passion and my ‘why’.
Every industry constantly evolves and seeks improvement. How do you think the fashion industry can improve itself?
This is one of my favorite eras in fashion yet because of how many repeat trends and old eras are present. Typically when we see trends “come back” years or decades later, they don’t exist among other trends. Currently, in fashion, we are seeing 90’s, 2000’s, Y2K, and new futuristic trends all exist among each other. This is an incredibly creative and exciting time in fashion for me and gives me a lot of opportunities in the accessories space!
How can our readers further follow your work online?
Visit GinaTheBrand.com to shop online and follow @shopginathebrand on Instagram and Facebook!
