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October 16, 2019 65 min

Amy Smilovic, the founder of Tibi, took a lifelong passion and created a burgeoning fashion label. Listen in as she relates why she took the leap into creating fashion, why she later made a major pivot in her brand, and what it has taken to keep everything moving and evolving in the ever-changing world of fashion. Amy is completely transparent about what it took to create Tibi as well all the twists and turns she’s navigated throughout the past 20 years since its creation. You won’t want to miss this in-depth look at a paragon of the fashion industry.


  • (00:19) Welcome back to the last show of 2019 with the founder of Tibi, Amy Smilovic.
  • (02:06) Learn about the competitors of Tibi before the rebrand.
  • (03:00) Amy shares the meaning behind the name and her early inspiration.
  • (04:45) The birth of Tibi, the first collection, and the gap the brand filled.
  • (08:02) Why did Amy’s designs turn in to a labor of hate?
  • (10:30) When did Amy decide to make a change?
  • (13:33) How did she get her staff on board with the new direction?
  • (15:47) Amy chats about the birth of 4.collective and how it funded the new Tibi.
  • (18:39) How was the original Tibi initially funded, built, and promoted?>
  • (24:16) Hear how Amy’s husband’s opinion of Tibi has changed over the years.
  • (27:43) Learn how Amy’s marketing background helped propel Tibi into American stores.
  • (31:14) After four years Amy and her husband relocated to the U.S.
  • (33:21) Amy reminisces over the terrors of shipping guidelines and having her mom ship products.
  • (35:49) Sustainability was important from the beginning as was keeping the local feel.
  • (38:52) Amy’s dad’s advice led to the true establishment of Tibi in Soho.
  • (43:54) Hear how that same advice helped her to let go of her need to be recognized by the establishment in fashion.
  • (45:17) Learn how the lack of coverage on the Tibi brand in U.S. fashion publications speaks to the country’s opinion of women as designers.
  • (52:18) When should the leaders in the establishment pass the baton to the next generation?
  • (53:53) Amy shares two of her proudest accomplishments with her business.
  • (57:53) How social media has helped keep Tibi and Amy relevant in today’s world.
  • (1:01:30) Amy chats about the imposter syndrome she’s dealt with for 20 years.
  • (1:04:18) Connect with Amy.
  • Links & Resources:

    OMONDI on Instagram

    OMONDI on Twitter

    OMONDI Newsletter


    Tibi on Instagram

    Tibi on Facebook

    Tibi on Pinterest

    Tibi on Twitter

    Amy on Instagram

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