SHOP & TELL: SHOP FE-LINE
I love my head-wraps and turban headbands and if you've been keeping up with me, you’ve definitely seen me rocking various versions. Earlier this year I wrote an article highlighting the history behind African head-wraps in the US and today I want to share one of my favorite head-wrap shops with you.
I first discovered Shop Fe-Line on Instagram and it was love at first sight! I like to refer to myself as the "print mixologist" and let me tell you, these wraps and headbands are what a print-mixologist's dreams are made of. The owner, creative director, photographer and all around #GirlBoss of Shop Fe-Line has a way with prints that melts my heart. My description doesn't even do these beautiful pieces justice so let's jump right into hearing directly from Felicia.
"I love how we were able to take something that started as a suppression of our beauty, and turn it into something that is now considered beautiful and showing up in mainstream fashion." ~FELICIA MOORE
Could you tell us about how you got started with Shop Fe-Line?
In 2013, I had an Etsy shop where I sold my handmade jewelry and accessories but I always wore head-wraps and would get stopped by women who would say,“Can you show me how you tied your head-wrap?” It didn’t matter where I was and one time I even took my wrap off in the middle of JCPenney to show them how I tied it. After much of these encounters I had the idea to add head-wraps to my shop. I even searched Etsy and found no one selling them at the time so I purchased some fabric and handmade pre-sewn wraps for women who had difficulty tying them. At first it was exciting making the pre-sewn styles but after receiving numerous requests for various elaborate styles, I simply couldn’t sustain hand sewing as. My fingers would always be sore and it made it very difficult to work so in 2015 I decided to re-launch my own website selling head-wraps that weren't pre-sewn.
There is a rich history behind African head-wraps and many including myself are passionate about this, however in recent times these pieces seem to be showing up more and more in mainstream fashion and in some instances have become more of a trend. Can you speak to how that history has influenced your work, how you capture and uphold that history in your pieces and how you feel about the trendiness of African head-wraps?
Head-wraps have been a part of African and black culture for centuries and I had to educate myself on it's deep history. For centuries they have represented many things from the oppression of slave women to today women wearing them as a symbol of pride. I love how we were able to take something that started as a suppression of our beauty, and turn it into something that is now considered beautiful and showing up in mainstream fashion. In the same vein without getting into too much detail, I'd also say I have a problem with some of these big designers profiting off of our culture.
This past fashion week Marc Jacobs used head-wraps in his runway with all white models. Stella McCartney used all Ankara prints for her new 2018 Spring line, with only one black model, and described her collection as, “an expression of British style.” I have an issue with this, but I also love seeing so many women wearing head-wraps.
Your head wraps are stunning and I’m especially a fan of the mixed-prints. What inspires your designs? How do you come up with new concepts to stay relevant in an ever growing market?
When I decided to re-launch my website in 2015 other great shops had emerged selling head-wraps and I knew I had to set myself apart. Solange was a big inspiration for my mixed print wraps. In 2013-2014 she wore a lot of bold mixed prints, and it sparked the idea in me to sew different prints together to create new looks. Solange is still a big inspiration to me and my motivation comes from being able to create unique items that haven't been seen before. I’m not afraid to take creative risks!
How do you use social media & digital platforms to drive awareness around your business? Do you have a favorite social media platform? If so, can you tell us what that is and why?
When I started out I didn’t want to post much on social media or show my face but I knew I had to get over that fear. The different social media platforms can be overwhelming, but the three I use the most are Instagram, Twitter, and Facebook.
Instagram is my favorite, and majority of the traffic to my site comes from there however, with the ever-changing algorithm of Instagram it can become difficult to reach your audience. I've found consistency to be key. You can’t post once a week or even once a day. I try to be consistent with my content and unique visual identity. I increase visibility through Facebook ads, Instagram ads, and reaching out to influencers.
Tell us something about you/ your business that’s not on your About page
I obsessed with reality television. Love and Hip Hop, Real Housewives, Married to Medicine and a few more. It’s so bad, but so good!
I'm also an army of one, and every item is sewn and handmade by me. I am the creative director and now the photographer of my photoshoots. This year is my first time picking up a camera, but I am still learning and having so much fun creating!
Many thanks to Felicia of Shop Fe-Line for giving us a behind the scenes look at her business. Be sure to follow the shop on social media (Instagram, Facebook) and check out her lovely shop full of amazing pieces!
Continue below to see more BTS images from Shop Fe-Line as well as images of how I've styled a few of my own pieces. More looks to come soon!
African print mixed with stripes. The perfect combo!
Retro-vibes in gingham prints. These two are turban headbands and are very versatile.