Spotlight on Evora Russell, Curvy Couture’s Vice President of Marketing & Sales
She helped to raise the brand from its foundation and so her passion for what Curvy Couture is all about is rooted deeply in her psyche. Evora Russell’s role as the brand’s Vice President of Marketing & Sales is more than just a job for her, it’s like nothing short of a commitment to giving women what they need to make them feel confident, sophisticated and sexy- the perfect muse.
Evora infuses her role with a firm work ethic that fuels her and her team towards opening up new opportunities and sustaining the Curvy Couture name and image it has carved in the industry – a competitive, go-to brand for the best in beautiful intimates aimed powerfully at the curvy fashionista.
And, like any mom, wife, sportswoman, philanthropist and top manager all rolled into one, Evora lives life on the go (and, of course, mainly in her brand’s No Bounce Sports Bra). So, we at the TLJ were lucky and grateful to catch up with her and ask a few questions about her work and life.
Q&A with Evora Russell, Vice President of Marketing & Sales, Curvy Couture
Above: Dora Lau (left), Evora (center) with a buyer (right) at CURVENEWYORK.
1. How long have you been with Curvy Couture and what first drew you to the brand?
Curvy Couture was launched by Dora L. International in 2013, and I was part of the founding leadership team. Prior to the launch of the Curvy Couture brand, lingerie for women who embraced their curves was an exercise in bland. There was very little in the market that was sophisticated, offered extra details, and the technology in fabrics and design to shape and enhance a woman’s figure. I’ve always felt passionate about what the brand represents in terms of giving women a new sense of confidence — thousands of women around the world now agree!
2. Your professional title is VP Marketing & Sales at Curvy Couture. Please give us a little peek into what this role is all about.
It’s been an exhilarating journey and each day is filled with challenges and new opportunities. No day is truly typical. In general terms, I strive to create a culture of success in terms of on-going business and achieving goals. It has been amazing to launch the brand and see how each day is a building block in the creation of the Curvy Couture brand over the past three years. Because we are a close-knit team, I work closely with merchandising and product development, marketing and sales, and help drive opportunities at boutiques, online and at the department store levels.
Above: Curvy Couture Luminous Lace Bralette.
3. What skills or experience in your background do you bring to the table at Curvy Couture?
I am a graduate of the University of California at Berkley, which encouraged innovative thinking as a way of business and life. After a series of sales and marketing positions, I joined Dora L. International as an account manager and worked my way up to Director of Sales, and then Vice President of Sales.
4. What is it like working in your marketing & sales team? How do you think your team would describe you?
I have a terrific team that I am extremely proud of in terms of creative thinking, hard working, brand focus, and more. With each new challenge they rise to the occasion and have been a major part of growing the Curvy Couture brand. The team would describe me as direct with high standards. My style is to clearly communicate objectives and goals, while still creating an environment that is comfortable for members of the team to offer new ideas and ways of thinking.
5. Can you share with us what is the best part of your job for you and what is the most challenging?
The best part of my job is launching new product categories. This year we successfully launched a sports bra collection. I am a huge fan of our sports bras, I wear them everyday and have run several 10K’s this year in them since we launched. The no wire being my absolute favorite style – the NO BOUNCE is REAL with our sports bras and you only have to wear one.
As with everyone who touches the retail industry and is building their brand, it’s a delicate balance between Amazon and boutiques, social media advertising and organic engagement, and working within the budget limitations of every program.
Above: Evora and Summer Rose at Curvy Couture’s offices in Los Angeles.
6. We at TLJ have worked with you a few times on Curvy Couture product features. What’s your perspective on the social media side of things?
Social media has provided tremendous opportunities to organically engage with women of all shapes and sizes. There is a sisterhood of women who are inspiring others, sharing great ideas and helping to educate others about ways to look and feel sexy and confident no matter your size. Instagram, Facebook, and Pinterest have been a vital tool in helping us connect and be a part of the growing conversation.
7. Can you share the most memorable experience you’ve had so far working for Curvy Couture?
There are so many memorable moments, but if I had to pick just one, it would be from a woman who wrote us to say that Curvy Couture bras have changed her life. She looks in the mirror and feels a new sense of confidence that she never had before. She feels fashionable and no longer wants to hide. It’s a great feeling.
8. What is your favourite Curvy Couture product or line and why?
It depends on my mood! During the week when things are hectic in the morning and I’m getting ready for work, I love my smooth tulip because it looks amazing under EVERYTHING and makes me feel great. It has lots of great support and gives a terrific shape. When I get home from the office and I’m ready to change into something comfortable, nothing is better than our Cotton Luxe Wire Free. On the weekends when I’m dressing up and for summer off the shoulder styles, our Sensational Strapless is something I can’t live without, and I can wear it all day. And of course, working out is part of my lifestyle, especially being from California, so my go-to bra is the wire free sports bra.
9. What’s next for you in your role at Curvy Couture? Is there any vision/goal you would like to achieve on behalf of the brand in the near future?
There are new collection launches that we are excited about, some in completely new categories for us. We also want to keep our current clients happy and ensure that they are having the best possible experience on every platform where they encounter our brand. My vision and goal is to keep giving women what they want and deserve. As our founder, Dora Lau always says, “Confidence is the sexiest thing a woman can wear!”
10. Evora, when you aren’t busy being VP of Marketing & Sales at Curvy Couture, what else do you do with your time?
I have two beautiful children and an amazing husband and we share so many fun times and lots of love. As an avid runner, it’s always great to take some time for myself and take a run on the beach. I’m also active in my local community and feel it is important to give back to the people and places where we live.