NEVER KNOWINGLY CONCISE CHATS TO // Erna Leon | MERCER7

Meet Erna Leon, founder of MERCER7, is an Artist, Fashion Designer, Stylist, Shoot Art Director and super Mama to boot!
MERCER7 makes life easier for the Modern Woman; Erna’s keen (fashionable) eye and selection process removes all the barriers that online shopping often presents. Essentially, doing the research and quality control for you; taking the hassle out of online shopping! Because we’re all tight on time these days!

Erna is not only mega inspiring, she’s a joy to speak to in real life too. Her accent is one of my favourites, she has one of the best smiles (and wardrobes!) and had such an interesting upbringing!  Here, Erna chats about her varied background, upbringing and the inspiration that drove her to create her start-up.

CB: Hello my darling Erna, please introduce yourself, your background and your concept, MERCER7.
EL: I am Armenian, born in Georgia and New Yorker turned Londoner. I spent my formative years in New York, so I call New York home as I lived there from the age of 16.I studied fine arts from a very young age and when it was time to choose my future profession, I decided to go into fashion design at FIT in NY (Fashion Institute of Technology) and took my bachelors degree before working for brands like Halston, Betsy Johnson to Calvin Klein Jeans to name a few.
After marrying a Brit in New York seven years ago, we moved to London and the rest as they say is history. We’ve got two kids now, Luca is 4 and Lily nearly 3, so London definitely became my second home.In terms of concept: MERCER7 is a curated womenswear website for effortless style and collaborative fashion platform.
I focus on timeless, versatile and high-quality pieces that represent timelessness rather than fast-fashion trends.  I combine a mix of brands which scale from entry level up to one-off investment. Every item I feature is easy-to-wear and simple-to-style taking you from day to night. The collection is curated to work together seamlessly, allowing women to easily build outfits and their own capsule wardrobe with sustainable pieces that transcend the latest season.
This edited approach helps busy women to simplify the art of dressing by creating your “go-to” uniform: a single aesthetic in endless combinations that never compromises on impact or individuality.

The magazine section of the website is a big part of the MERCER7 concept. I interview other creatives and feature articles written by our contributors, so it’s all about giving voice to others, rather than being all about me.

CB: You’ve got so many strings to your bow Erna, but where did MERCER7 begin? What inspired you to start up the concept?
EL: I come from a fashion design and art background, so first and foremost I wanted to create a collaborative fashion and lifestyle platform where it enabled me to work with others. From art directing photoshoots, working with brands to curating collections around capsule wardrobes and featuring other creatives on my platform.Online shopping can be overwhelming and websites are all too often saturated with too many options. I used to return most things I ordered online due to poor quality, it would look great on screen but the reality when I received my order was that the pieces looked completely different and I was never a fan of returns. So seeing how time consuming online shopping can be, I wanted to create a focused space with a single aesthetic all in one place, to make shopping easier for busy women.
My personal selection process removes all the barriers that online shopping often presents. Essentially, doing the research and quality control for you, and  taking the hassle out of online shopping.

CB: Brand names are a really important first impression of what you’re about, so how did you come up with MERCER7?
EL: Coming up with a name was fun, but tricky at the same time. My NY friend David advised me to write my favourite words that had meaning to them. MERCER7 was one of them, besides being one of my favourite streets in New York, the true meaning of the word is “Dealer of fine fabrics” which resonates massively with MERCER7 and my focus of quality.
The No.7 resonates with our belief in ‘collective consciousness’, collaboration and positivity. MERCER7 supports and collaborates with other creatives and brands through a series of interviews and features, design and styling.

CB: What is your brand ethos?
EL:Shop less, choose well’ Dame Vivienne Westwood said it better than I ever could, and it’s this mantra for sustainability that I live by at MERCER7. We don’t need more. We need better. Whilst this drives my mission, it’s the people that are at the nucleus of my brand.

I want to inspire, collaborate and create a lifestyle concept with a purpose: SUSTAINABILITY THROUGH TIMELESSNESS. I believe that our everyday can be lived in a more sustainable way by being more mindful, consuming less by choosing better.

CB: On a day-to-day basis, what or who inspires you?
EL: Women inspire me. Sisterhood between women and mothers who are working to achieve their dreams. I meet so many incredible supportive women full of ambition and drive, it is truly empowering to listen to their stories.  Connecting and seeing how hard everyone works inspires me daily.

MERCER7 FILM
WATCH THE MERCER7 SS17 FILM // CLICK HERE
Featuring: Whinnie Williams  & Zara Martin.

CB:  Can you tell us about, or give us a sneak peak, of something new that’s coming up?
EL: I’ve got my launch party coming up May 23rd at the gorgeous space, IceTank in Covent Garden, which Push PR are helping me to organise.
I’m extremely excited about the party and the premiering of the fashion film that I’ve directed and styled, featuring gorgeous Zara Martin and Whinnie Williams. I am grateful to everyone who collaborated with me bringing the vision to life. I had an amazing team of creatives which I couldn’t really do without so it’s all thanks to them – Simon Wisbey was the photographer at my shoot, Sian Davis and Tara Darby filmed it all and Tahira Herold was my guru hair and makeup artist.

CB: How do you juggle being a working Mama?
EL: I don’t juggle it very well just yet. I am a work at home mum with two days of childcare per week, which isn’t very much when I work 24/7. But I’m hoping I will learn how to balance it better soon and stop working when the whole world is asleep.

CB: Anything you wish you’d known before you started MERCER7 / best piece of business advice?
EL: How hard it is but how rewarding at the same time. I’ve been so blessed with incredible people who have entered my life as soon as I started this journey. I am not naturally business minded as I am more of a creative type. I’ve always been this way so all I can advice on business front is just be honest, be kind, work hard to turn your vision into reality and…be organised. (I’m not when it comes to keeping receipts, etc so trying to be better at that!)

Mama // Erna with her children Lily & Luca

CB:Anything you wish you’d known before you became a Mama / best piece of parenting advice?
EL: How selfless you become, overprotective and paranoid at times. Best piece of advice on parenting would be – listen to your kids, be present and don’t have too many rules.

CB: Parenting-essentials, we know there are more than a few! But what is the one thing you can’t leave the house without? What is your most used piece of parenting/child paraphernalia?
EL: Snacks, gotta have snacks in your bag at all times! And baby wipes. I also carry a pencil and paper as Lily loves to draw so if she gets bored, I give her something she can scribble on. Luca is a bit older so he gets an iPhone with puzzle apps which he loves doing if we are out and I can’t entertain them on a bus for example.

CB: Along the same vein as above, what is your ultimate Mum-Essential? What is your go-to item that you just can’t live without?
EL: It sounds sad, but it’s got to be my iPhone and my camera. With the new business launch, I am on the phone…a lot. Managing my social media, planning my content, taking product photos, street-style, researching and replying to emails. The list is endless but I could never be able to do it without these two essentials.

CB: What gives you ‘Mum-Guilt’? And how do you get round it?
EL:  I feel guilty all the time especially since launching. I don’t have much childcare so I am trying my best to find balance and make sure I’m not constantly working around my children (which isn’t possible at this time but I’m trying). It is so important to spend quality time with them without any distractions.

CB: Me-time is super important too, what do you like to do to zone-out?
EL:  Watch Netflix, meet up with my friends, or read interesting articles. It’s a rare treat these days.

CB:  Which are your go-to brands/shops?
EL: I love brands like Acne, Anine Bing, Iro, Joseph, and more accessible brands like & Other Stories, Cos, Tree People, Weekday, Me+Em, Samsoe, Toteme, to name a few. But my ultimate if money was no object brand would be Saint Laurent.
I only shop pieces I curate now as I am one of the customers I keep in mind – on the go busy mum. So if I buy something I wear and love, it goes straight to my shop.
The Outnet is a great one as well because you can get amazing deals on beautiful designer clothing so that’s where I look a lot too.

CB:  What current wardrobe item is your all-time favourite and why?
EL: A biker and a blazer. I live in them.

CB: Choose 3 words to describe yesterday
EL: Manic. Productive. Fun.

CB: Tell us something about you that might surprise people.
EL: I didn’t learn how to ride a bike till I was 30 years old!

CB:Whats the kindest thing anyone has ever done for you?
EL: My family has been incredible throughout this whole startup journey. My parents helped me massively to set up. And my mother in law is always there for me when I am desperate for childcare. She is also taking the four of us on holiday to Portugal this summer because she knew we couldn’t manage a holiday this year. I am really grateful!
Besides family, Emma Hart from Push PR has been a Fairy God Mother and a mentor to me. This woman is incredible, genuine and kind hearted. I don’t think I’ve ever met someone so supportive and giving as her. 5 minutes in her company and you feel empowered and inspired. Some people have just got this skill to make you believe that anything is possible and she is definitely one of those people.

CB: Recommend a book, film or album from the past year.
EL: I’m a massive music fan, I love old school rock’n’roll albums like The Rolling Stones, Hendrix, for example and indie bands. Also my friend from Alberta Cross is amazing and my LA friends The Peach Kings are great too. Their new single Treasure Map is a soundtrack to MERCER7 fashion film and it’s so good!

CB:What can you see out of your closest window / what is your current view?
EL: I am in my bedroom at the moment so I can see my garden and a lot of green. We live in Highgate so we are surrounded by the woods and the Heath.

CB: Other than with your family & friends, where would you most like to be this weekend and why?
EL: I would love to be somewhere sunny this weekend! Anywhere, I won’t be too picky, but just sunny and be surrounded by palm trees and have fresh coconut water in my hands.

Thank you so much Erna for taking the time out of your mad-busy schedule ahead of your launch party (incidentally, which is tonight) to chat to me. You’re a wonderful person, so thoughtful, always inspiring – and taking in inspiration in the most curious of places! I’m so lucky to know you and I am MASSIVELY proud of everything you’ve achieved with MERCER7 so far. You’re ace of frikkin base pet!

I’m so terribly sad to miss the MERCER7 launch tonight (see my Insta @JudyPink 🙁 ). But I know you’re gonna smash it and its gonna be super stylish and beautiful; with a room full of incredibly talented folk that all love you heaps! You’ve worked so bloody hard, so let your hair down tonight Mama, you really deserve it!

C
✖️✖️✖️

Make sure you’re following MERCER7 on Instagram: @MERCER7Official , Facebook and sign up to the newsletter for the latest updates. You can also follow Erna’s adventures outside of Mercer7 on IG: @ErnaLeon

#NeverConciseChats #ClaireChatsToMERCER7

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