Art to Heart: Ashley Dodgen-McCormick of ASHA
I was thrilled when Ashley McCormick, the talented designer and founder of ASHA, reached out to me this past fall about collaborating on a custom watercolor pareo design. I had been following Ashley since discovering her jewelry through the fellow female founders (and past clients!) at Dudley Stephens, and I was immediately drawn to how she strikes a perfect balance between refined and fun with all of her designs!
Ashley was a dream to work with- she brought so much to table for our collaboration, including her refined eye for detail, inspiration from vintage textiles and tile work from her travels, and art direction that made me think outside of the box I sometimes create for myself. I always say that in the best collaborations/partnerships, I am able to create something so much more special than what I’d be able to make on my own, and that was certainly true of this project!
To celebrate the launch of our pareo collaboration last week, we interviewed Ashley about the start of her company (spoiler: it involves a chance meeting with the master jeweler at Chanel), what inspires her, and what she’s looking forward to this spring.
What is your elevator pitch for ASHA?
I began designing jewelry as an art history student while abroad in Paris. I had a chance encounter with the head of fine jewelry for Chanel who connected me with a goldsmith near Place Vendome (jewelry capital of the world!). In between my art history classes at La Sorbonne I began to create my first designs and ASHA - a nickname given to me by my Cuban grandparents - was born. My creations now range from fashion to fine jewelry, accessories and dresses & are inspired by art, architecture and world travel. ASHA is classic, fresh and bold and can be worn from the beach to the red carpet and everywhere in between.
I love that it was while you were in the Washington, D.C. area attending Georgetown that you started ASHA! What prompted your decision to start and what was your first product that you sold?
My freshman year roommate and I bonded over making jewelry and would go to a bead shop at Dupont Circle together. Friends and family started to ask if they could purchase my handmade beaded necklaces and a dear art history professor who I so admired encouraged me to continue on this creative path. I have never looked back!
I know you’ve mentioned a chance meeting with the head of Chanel Fine Jewelry early in your career - tell us more! How was this a turning point for you and your business?
I ended up at a very posh dinner party with (another roommate!) in Paris and was seated next to master jeweler Lorenz Baumer. He commented on a piece of jewelry I was wearing and once we got to talking I asked him if he wouldn’t mind sharing where in Paris I could find raw materials to work with. He very generously invited me by his atelier and connected me with a goldsmith. All in French, the goldsmith and I worked together and he helped me translate my ideas into my first molds. I got back to the States with my precious molds, found production partners in NYC and started opening accounts like Calypso, Henri Bendel & Saks that summer.
4. What is your favorite piece that you sell and why?
Our bespoke rings, because they are modern heirlooms that can be passed down and enjoyed forever.
5. I discovered your work through my friend and fellow artist, Sally King McBride- I know that you’ve worked with Sally and other artists I love, including Ashley Begley (Ashley D. Studio). What do you love most about working with other women/women artists?
I’ve always been passionate about art since my art history days as well as supporting other female entrepreneurs - so it is really a match made in heaven. I love the collaboration process and how each party can bring different creative perspectives to the table. It’s a beautiful thing to create together!
6. I’m always amazed at how widely you’ve traveled and that you speak FIVE languages! Your jewelry speaks so clearly to how inspired you are by traveling and seeing new places. What is your favorite place to go and do you have anywhere on your bucket list you haven’t been yet?
I have a real penchant for travel, language and culture and am most inspired while traveling. Paris & Florence are my all time favorite cities as well as Marrakech & Istanbul for exotic inspiration. India is on my bucket list; I was supposed to go in March of 2020 and that trip was canceled due to Covid. My husband is part Indian so it will be even more meaningful to experience this amazing country together.
7. You started out as a jewelry designer, and now you design clothing and accessories as well- but whether I’m looking at a signet ring or a sundress or a handbag that you’ve designed, they are all so clearly uniquely YOU. How have you held onto your distinct brand identity while moving into new product categories?
I have always had a very clear point of view and aesthetic and feel strongly about cohesion - so I guess this translates into my collections, my home, etc.
8. I know that you have a daughter, Annabel- I love watching your stories about doing things with her (going on trips, etc.) because it makes me look forward to being able to do so many of the same things with my daughter, Bryn, someday! How has having a daughter changed how you view being a business owner and a designer?
My daughter is my little partner and best friend and it has given me so much joy to watch her partake in the business. I’ve always taken her along on travels whether for fun or business and we have so many incredible memories together. She is already a budding entrepreneur and I’m so proud to be able to show her how to be a strong, independent woman.
9. You often mention on social media and on your website that you are inspired by travel, and that was certainly true for this pareo design- I loved the references you provided me with at the start of this project, you made my job easy! Can you tell us a little more about your inspiration behind this design?
The starting point for this project was a floral tile I found in Capri while on my honeymoon. You and I both have a love affair with flowers and I wanted to play with the idea of oversized botanicals adorned with folk art-like trim along the border. I loved working on this creative venture with you, Riley, and can’t wait to see our clients on beaches this summer sporting these gorgeous pareos!
10. What’s on the horizon for you/what are you looking forward to with your business?
We are opening the doors to our newly expanded retail space and offices in Greenwich, CT and are excited to be launching new dress designs, handbags and of course jewelry!
Just for fun…
A traditional design and a new trend you love.
Pierre Frey & Braquenie - so French & classic. I’m all about re-inventing classics rather than trends!
Favorite item in your home or closet.
My Bespoke ring - it has two A’s intertwined for me & Annabel and I will give it to her one day. And, my Mom’s Rolex she gave me that she wore everyday when I was little.. Those are the two things that are most meaningful to me…
Can’t entertain without…
Fresh flowers
Favorite 5pm drink
Whispering Angel
Go-to hostess gift
Le Labo Candle
Travel destination
Paris or St. Barths
Words to live by
YOLO
Favorite Instagram accounts:
@filipa_de_abreu @aerin @karamillerinteriors
Go to source of inspiration
Honestly, any kind of travel…I’m always culling ideas from the visual world.
Currently reading
Fresh Water for Flowers by Valerie Perrin
Describe your home in 3 words
Fresh, modern, classic