WRITTEN BY: KATE MACCABE
In this month’s Founder Series highlight, we follow Elmira Vandenberg’s journey in fashion, which is as dynamic and inspiring as the designs she creates. Born in Kazakhstan, she cultivated her passion for fashion through global experiences—working on a cruise ship, immersing herself in diverse textile traditions, and ultimately pursuing her dream in the U.S. with the launch of Elmira Designs. Focused on artisanal womenswear that blends quality, exclusivity, and sustainability, Elmira’s brand is a testament to self-expression and craftsmanship. From navigating the challenges of entrepreneurship to celebrating milestones like participating in the Philadelphia Fashion Incubator and designing a red-carpet gown for the CMA Awards, Elmira continues to make her mark in the fashion world.
In this rapid-fire Q&A, she shares insights on her creative vision, the business of fashion, and what’s next for Elmira Designs.


RAPID FIRE Q&A WITH FOUNDER ELMIRA VANDENBERG
Q: Can you share a little bit about your background?
A: I was born in Kazakhstan. After graduating with a degree in fashion design I traveled the world working on a cruise ship which exposed me to diverse cultures, fashion landscapes and fabric traditions. In 2020, I pursued her dream of coming to America to launch my fashion brand.
Q: What inspired you to launch Elmira Design?
A: Elmira’s Design artisanal womenswear is for women who desire quality, exclusivity, self-expression, and sustainability in their wardrobes. From the choice of materials to the techniques used in crafting the pieces, garments tell a story.
Q: What makes Elmira Design unique?
A: Elmira’s Design celebrates the power of self-expression, offering versatile designs that empower women to embrace their individuality and feel confident and graceful on any occasion.

Q: What has been the most challenging part of bringing Elmira Design to life?
A: It has been difficult to balance the artistic vision with the reality of running a business—figuring out things like pricing that both reflects the value of the work and attracts customers, or understanding the financial side, like budgeting for production, material costs, and overhead.
Working with Philadelphia Fashion Incubator, I’ve had the chance to learn more about the business side and connect with customers. Having access to mentorship, workshops, and a community can really accelerate the process of figuring out how to market, sell, and manage a growing brand.
Q: What is the most fulfilling part of bringing Elmira Design to life?
A: A red-carpet dress for the CMA Awards is a major milestone and a huge validation of Elmira Designs’ unique vision and quality. Being able to create something that a celebrity like Jen Su wears on such a high-profile stage is a huge achievement. It’s the kind of recognition that really boosts the brand and opens new doors, not to mention the pride of seeing my work in the spotlight like that.
Q: Best advice you’ve ever received or advice you would like to share with aspiring founders and entrepreneurs?
A: “Listen to the customer, and then do everything in your power to ensure they are satisfied.” (John W. Nordstrom)
Q: Can you share a little about any exciting events and launches coming up for Elmira Designs?
A: I’m honored to be a part of BLUE JACKET FASHION SHOW, which has a special focus to end Prostate Cancer.
About ZERO PROSTATE CANCER is the leading national nonprofit with the mission to end prostate cancer and help all who are impacted. ZERO PROSTATE CANCER advances research, provides support, and creates solutions to achieve health equity to meet the most critical needs of our community.
Q: What trends are on your radar in the ecommerce space, to help drive Elmira Designs’s growth?
A: Instagram, Youtube, Shopify, WWD.
Q: Where can consumers learn more about you and Elmira Designs?
A: On my website: https://elmiradesigns.com/ and Instagram: @elmira_designs_

Passionate about supporting visionary founders like Elmira on their journey? Connect with the Flywheel Strategy team to explore opportunities to partner and collaborate.
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