The Story Behind the Label, IMA Wear

The Story Behind the Label, IMA Wear

Sara Eden, with her inspiring words & creative spirit.
@imalovesong /

What made you make the leap to designing and developing your own brand/label? When did you launch it?

I can remember being in Vancouver looking at the ocean in my early twenties and desperately wanting to be an artist. I was depressed and overwhelmed because I didn’t know where to start. I felt so lost. Somehow my life took a turn and I ended up in Asia and all I could think about was all the pretty dresses I would see. With my extra cash I brought as many home with me as I could and started to sell them. I had a good eye for knowing what women wanted and what styles worked for many figures. This is where it started. Eventually I ended up in Bali, and fell in love with being able to execute an idea from start to finish with the help of my amazing creative team there. I stopped importing and focused on creating. I haven’t looked back since. IMA Wear officially launched in the spring of 2015 to retailers in Western Canada.

Where does your inspiration come from?

My inspiration comes from the beauty of nature. This season’s collection is based on my water colour paintings of the sky, ocean and other elemental beauties of nature that captivate my attention.

What obstacles have you had to overcome? What keeps you motivated?

I often feel overwhelmed doing everything from A-Z in my business. From the designing, overseeing of production, directing photos shoots, doing trade shows and pop ups, to shipping and managing a website. It’s a lot of work on top of working another job. Entrepreneurial-ism is full of risk and personal sacrifice but it’s worth it to realize my dreams – that’s what keeps me going. I simply need to be creative; it is my driving force.

Are you a Calgary girl, or were you born and raised elsewhere?

Born and raised!

What is a typical day for you?

My typical day always starts with delicious homemade cappuccino. I take my time and drink it in in bed. About half way through the cup I start organizing my day in my special “everything book”. Anything going on in my life (and I mean everything) goes into that book. In the morning I usually focus on computer related stuff, website, emails etc. Then I may have some sort of creatively charged meeting, and then head to work at a restaurant. Last week for instance I had two photo shoots, pre-styled both the day before, two pop up shops and 4 shifts at a lively local restaurant in Calgary. It’s busy.

What advice would you give a new entrepreneur or up and coming designer?

Always look towards the light. As creatively charged people we often find ourselves feeling broody and dark because our art can leave us feeling tender and vulnerable. Stay focused, be flexible and don’t give up on your dreams.

What success are you most proud of?

I LOVE my new line. I love that it is based on my water colour painting of what I think is the most beautiful thing in the world – sky meets water. It is my greatest accomplishment to date.

Where do you see yourself in 10 years?

Hmmmm ten years. That’s a tough one. I see myself with a few different locations that I live in throughout the year. I like the idea of continuing to travel often gathering new inspirations from different cultures and climates. I’d like to see IMA as a global company, with an incredible team full of creativity charged, and passionate people. Circular inspiration is what I seek to create and maintain.

Purchase styles from this season’s IMA Wear line at SalvEdge Boutique, Victoria Park (1002 Macleod Tr SE). Stay tuned for a POP UP shop at our 17th Ave location this summer!

By | 2017-07-18T18:59:17+00:00 July 18th, 2017|