When we were about to graduate college, we were scrambling to find a job, figure out an apartment, and realizing just how much we owed in student loans. When Adrienne Kronovet was graduating, she was starting her clothing line, Ameliora.
She says, “I felt the most impact I could have would be to start my own company.” And so she did! Her line caters to working women who want to look stylish, be comfortable, and do it all (like the ones we’ve – hopefully – become since we graduated!). Read on to learn everything she’s accomplished, and be prepared to be inspired!
You went from majoring in history to creating a fashion line. How did this come about?
I have always been one to follow my passions, and history has always fascinated me. Studying the strategies and accomplishments of the most effective historical leaders has helped me understand the importance of intention, commitment, and integrity. History showed me that it is essential to challenge the status quo to move things forward. The main goal with Ameliora is to help women become more successful, and we are filling a serious void in the professional fashion market for these under-served women.
What were some hurdles you faced in starting this brand?
I look at hurdles as opportunities. As a young woman with a very specific point of view, I had to stand firm as I educated my suppliers on the Ameliora standard of excellence in all aspects of our work. These suppliers are now extremely proud of what they have produced and are eager to grow with Ameliora as we broaden our product offerings.
What’s something no one tells you about starting your own company?
I have been most surprised by the amount of support and generosity I have received since I moved to New York. My office is in the Times Square WeWork building, and I have found this environment to be receptive and engaging. The community has welcomed me and has made me feel like I belong in New York. There is always a fellow tenant there that I can bounce off ideas too or problem solve with. Starting a company sounds like a lonely endeavor, but my experience has been the opposite of that.
What is the inspiration behind the line?
Ameliora began with a core belief that we can help women be successful. Every choice we make, from using the highest quality Italian fabric, to lining our garments with silk, to cutting and sewing our products in New York City’s famed Garment District, is rooted in that goal. Our intentional focus on the details mirrors that of our achieving customers. We see ourselves in the success business rather than the clothing business.
The Ameliora woman is a driven and confident. She is quite the woman, and we are focused on helping her achieve success.
What are some of your favorite pieces?
One of my favorite pieces is the Carmen Jacket, named for noted author, neuro-scientist, and my mentor Carmen Simon. It is a sleek jacket with a sharp mandarin collar and a full silk lining. When I wear this jacket, the luxurious feel of the silk lining against my skin makes me feel truly special, and it elevates my mood. The Carmen can go as a more casual look with great jeans or to the office paired with a black bottom. When I roll up the sleeves, the red silk lining becomes visible and adds a bit of attitude to my look.
Another one of my favorite pieces is the Stacey legging. This is a true quad stretch legging that is incredibly comfortable and at the same time extremely flattering. The well placed darting our designer crafted provides structure at the calves and back that enhance the silhouette. These versatile leggings are my everyday go to bottom.
How do you balance your personal and professional life?
My focus is on being present and in the moment. I am thankful that my professional life is providing me with so many new friends and opportunities that I am not struggling with this balance issue. Meeting people and sharing my story is part of who I am, and it is exciting when others understand the Ameliora vision.
What advice do you have for someone looking to start their own business?
My advice to someone looking to start their own business would be to read the book “Grit” by Dr. Angela Duckworth. She is an inspiration, and I learned from her that starting my own business should come from a purposeful perspective. This idea resonated with me, and Ameliora will measure its success by how many women we help rather than what an accounting ledger shows.