Sheila Vance: Eyeing a good cause

Sheila Vance is a designer, a businesswoman and a humanitarian who hopes to change the world to a better and a more beautiful place.
She started an innovative business practice and is involved in extensive philanthropic efforts for the benefit of the future generations.
Vance studied design and art history in London. Growing up in Europe, she was surrounded by a glamorous lifestyle and as such had always been interested in fashion.
She took the phase “Fashion with a cause” to a whole new level with her trendy glasses that are worn by global and regional celebrities who love both her style and her cause. We talked to Vance about her foundation, role in fashion and future plans.

You were named by Interview Magazine as one of the ‘Most Noble Crusaders of the Modern Era’. Tell us about this.
I share my success with others and I pay back to the community. The Sam Vance foundation with its message of “Fashion with a cause” became a masterpiece slogan for fashion editors and celebrities.
I created a business culture that integrated my personal and professional lives. I never leave behind those in need and those who made me who I am today. Turning tragedies into a positive force for change is a strong message I think of everyday.

Your personal tragedy drove you to find the Sam Vance Foundation. Tell us about the foundation.
The foundation is created in the name of my son Sam. He had an accident experimenting with drugs on his first year graduation from the University of Southern California when he was celebrating with friends. Sam’s lack of knowledge about the dangers of drugs was the reason I lost Sam. When I look back I feel this could have been prevented. The Sam Vance Foundation was created to educate and fund teenagers and young adults to have possibilities to make a change in their lives and fight against the dangers of drugs.

What is it about sunglasses that encouraged you to start your own brand?
Be it designing sunglasses or optical glasses, I always know that it is about the people that are going to wear it and I know everyone appreciates change. People were getting tired of too much logo and I wanted to do my best for them, so I designed my own collection focusing on making them look fabulous.
Additionally, I have the opportunity to use materials and designs that have never been used before. So in all my design you will see true authenticity.

What inspires you when designing a new line?
I travel a lot, so people from all over the world inspire me. Technology leads my thoughts, but above all, making others happy and beautiful is my goal.

Do you follow international fashion trends when working on a new collection?
Europeans are still in the lead when it comes to fashion, bringing in a lot of excitement, followed by Americans with innovations, and then Hong Kong and Dubai. All these global trends inspire me when I think of a new collection. On March 19, I am introducing a new collection under the umbrella of Sama which is all about Los Angeles — “deCode: Los Angeles” — but again the core of the line is philanthropic, it’s about doing good and being good.

What do you know now that you wish you knew when you started Sama Eyewear?
I was always very clear about what I wanted and how I wanted to go about it. I wished I knew then that it will be exactly the way we plan it and we will achieve our goal when we are focused and not lose our way in the middle of the road, and ultimately that the journey is as important as the destination.

What does Sama mean and why did you decide to name your brand Sama?
Sama means ‘there is no beginning and no end’ and I do believe that to be true.

What are the materials that you like to work with?
Anything that feels luxury and that smells luxury, where you can close your eyes and know you look good and feel amazing.

Walk us through your design process.
Do you have a month to spare? Let’s just say it is not simple but I love the process.

Tell us about your recent collection.
To sum it up it is about LA and the core of the storyline is philanthropic, it’s about doing good and being good.

What are you working on at the moment?
Currently, I am working on ‘deCode: Los Angeles’.

What is your favorite collection and why?
As a concept Hermes and in terms of creativity Loree Rodkin.

Where do you sell your line and where do you wish to sell?
The brand is already available in over 50 countries and I think I am good for now.
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