When I first laid eyes on Sasha Rhett’s sweet Toile Collection, I was intrigued, mostly because…well, they’re lovely, and neatly combine elegance and versatility with a relaxed vibe. But then I found out that the woman behind the watches, Alexandra Daum, is a fellow Harvard grad (’10) who started creating her own collection because she recognized a need for classic – but still affordable – women’s timepieces…and that she did this while still taking classes during her senior year.
So I had to ask her a few questions. Namely…how did she do that?
Ramshackle Glam: So seriously: how did you do that? Start up your own company designing watches while still a student?
Alexandra Daum: I interned in retail the summer before my senior year and met so many young designers who already had their labels off the ground. I realized that there is no age requirement for starting your own business. Many people will think you are too young and inexperienced, but as long as you have confidence and a unique idea you can be successful. Senior year was actually an ideal time because I had become familiar with the rhythm of life at school and had figured out how to study efficiently, freeing up a lot of my time for extracurriculars such as Sasha Rhett. I was worried that if I didn’t start then when I had the time, I might not have another good opportunity.
RG: It’s always interesting to see which style inspired the development of a full line. What did the very first watch you designed look like?
AD: The first watch I designed was the same silver rectangular watch face that I still offer.
RG: The toile wraparound band is so unusual. How do you envision your watches being worn?
AD: [I think they’re best] as pop colors with neutrals, classics, or a color-blocked outfit. My watches are designed to be fun and fashionable. While I designed Sasha Rhett watches to have a timeless and recognizable look, the collection is ultimately about creating your personal style through the interchangeable straps.
RG: Where do you see your company headed? Any plans for expansion?
AD: From a business perspective I’m focused on growing our wholesale division. Down the road we may expand into other accessory categories, but for now there is a lot more room to grow within watches. While the Sasha Rhett core collection will always be the colored snakeskin and ostrich because they’re so classic, I get excited each season to bring new novelty to my customers, like the toile shown here and a colorful ikat we are introducing for resort.
Sasha Rhett watches come with their first strap and range from $199 to $299. Additional straps range from $65 to $75.
