Meet Ashley Joyner: Owner and Founder of Cinched Collections

We had the good fortune of connecting with Ashley Joyner and we’ve shared our conversation below.

Hi Ashley, can you walk us through the thought-process of starting your business?
There are so many curvy size 6 or 8 women struggling to find properly fitting clothing, but there have been very few brands that cater to this niche market. The average size woman in the US is currently between a size 16-18. Cinched Collections, is an e-commerce apparel line that is specifically curated and designed with curvy women in mind. Most brands who specialize in curvy apparel primarily cater to plus sizes, whereas Cinched Collections is size inclusive covering sizes S-5X. All of our styles are constructed with additional inches for women with prominent busts, thighs, and hip areas. The clothing is stylish, comfortable, durable, and sold at mid-tier price points.

Millennial, middle to upper middle class women are our core customers. They value quality products and thought-provoking brands. They are very active on social media, which is the primary source of marketing.

I personally design every style while considering the main needs of my target market and provide functionality. I conduct surveys, focus groups, and discussions with my core audience to better gauge their needs and wants for each collection. My goal is to directly tackle the issues that curvy women of color run into while purchasing clothing.

For example, don’t you hate when your jeans start to rip in the inner thigh area of your jeans? Let’s be honest, many of us women have experienced this at some point. Our Simone Relaxed-Fit Convertible Jeans are lined in the crotch area, which provides more durability as your thighs rub together and are made with 2-way stretch.

No more ripped jeans! We have you covered… literally!

They aren’t just your typical jeans, they convert from jeans to shorts! These jeans are constructed with a zipper attachment and are made for functionality and comfort!

All of our bottoms are made with elastic in the back of the waistband to allow more stretch and give. We sometimes get bloated and our jeans provide more comfort in the waist area!

This line is designed by myself and mass produced in NYC by minority-owned manufacturers and I oversee the production to ensure that everything is ethically made. Cinched Collections opens doors by outsourcing and employing people of various backgrounds, especially people of color. 

We as minority women in the fashion industry are often subjected to various forms of discrimination and toxicity from unfair pay wages to extreme microaggressions and racism. My goal from an environmental perspective will be to promote equality, reduce burnout rates, and increase cultural acceptance within the workplace. Cinched prides itself in promoting a healthy and motivating work environment for all employees!

Cinched Collections prides itself on superior imagery and representation of curvy women of color. Cinched Collections is a top destination for all curvy, black and brown women to feel included.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I was inspired to create Cinched Collections to fill major voids for women of color within the fashion industry. I have studied and worked in fashion merchandising and product development for nine years. I have seen the struggles that many women of color including myself face at the hands of the fashion industry such as wage discrimination, social alienation, lack of opportunities and acknowledgement, etc.

I also dealt with extreme burnout, depression, and anxiety while working as a buyer/merchandiser in toxic corporate retail positions. I even lost 10 pounds within a week or two due to stress and a lack of appetite. I’ve learned a lot of what not to do within a leadership position and company organization. I knew that this was just a stepping stone and a setup for God’s purpose for my life. I prayed, tithed, and fasted while asking God to deliver me from that situation.

While creating this line has been far from easy, it serves a bigger purpose. I make a point to hire minorities and outsource to other black-owned businesses.

Also, we are often the blueprint for trends and culture in fashion; however, we rarely get the proper recognition for our significant contributions to the landscape of the industry. Cinched Collections embraces curvy, black and brown women while having them at the forefront of the brand! They will finally feel seen and heard within the fashion industry.

Curvy, women of color deserve a brand that is made to cater to our needs.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I live in Brooklyn and can take you to my favorite pizza spot that has the best Grandma Pizza. It’s called Knapp Street Pizza! There’s also a melting pot of amazing Caribbean Restaurants such as Suzi’s Roti Parlour, Imani Caribbean Kitchen & Bar, and MangoSeed. There are great black-owned bars such as Ode to Babel!

There are also great landmarks such as the Brooklyn Bridge and Brooklyn Museum.

In NYC, I would definitely recommend going to Vessel, The Edge, or the Ice Cream Museum.

Who else deserves some credit and recognition?
I would like to give a shoutout to my mother, Felicia Joyner, who constantly provides me with support, encouragement, and sound business and personal advice. She has been my spiritual and professional counselor and I can always count on her to share wisdom and guidance throughout this process. She has taught me to keep an attitude of gratitude and has really helped to shape my perspective throughout my career, even when there seems like there is no light at the end of the tunnel. My mom is my biggest cheerleader and advocate in times where I feel like giving up. She was also my first customer!

Website: https://cinchedcollections.com/

Instagram: https://www.instagram.com/cinchedcollections/

Linkedin: https://www.linkedin.com/in/ashley-joyner-9b14a8a9/

Twitter: https://twitter.com/cinchedcollect

Facebook: https://www.facebook.com/cinchedcollections

Image Credits:
Dynasty Fashion Photography