Audra Gordon’s infectious personality mirrors the bold, eye-catching designs of her fashion brand, Beam Bold. A proud Vincentian now based in Hong Kong, Audra founded her label out of a passion for colour, inclusivity, and versatility. Inspired by her Caribbean upbringing in St. Vincent and the Grenadines and shaped by her travels across Africa, her designs cater to women of all sizes and reflect her commitment to sustainability. In this interview, we explore Audra’s creative journey and the rich cultural influences that inform her distinctive approach to fashion.
Can you share the story behind the founding of Beam Bold and what inspired you to start this journey?
I was born in the beautiful Caribbean Island of St. Vincent and the Grenadines but migrated to Brooklyn, New York as a teenager. I began by working for a few American fashion brands such as Express, Aeropostale and Kenneth Cole while in high school and college. I thoroughly enjoyed my roles but was discouraged from pursuing fashion by those who thought fashion was not a serious career.
I went on to study Business Management and Finance which led me to over a decade-long career as a banker in New York and Hong Kong. I was leading an international banking team in Hong Kong, when I took a career break to pursue my MBA full-time. While studying, I participated in case studies on a few global fashion brands which reignited my interest in fashion. I later traveled to Ghana for my summer internship and embarked on a 6-month solo journey across West Africa by road a few years later. During this trip, I met a traveler who owned nothing black. Our conversation about our shared love for vibrant clothing sparked my idea of launching a fashion brand for color lovers of all size. As a relatively tall expat living in Hong Kong, I faced challenges accessing clothing in my size and length. Therefore, I aspired to empower women and girls to feel confident in color by creating a size and height inclusive brand; inspired by my vibrant Caribbean heritage and travels across the globe.
How has your Caribbean heritage influenced your designs and the overall brand identity of Beam Bold?
My love for vibrant clothing began at an early age while growing up in the Caribbean with my grandmother who was a seamstress. I was exposed to the textile design process and was surrounded by vibrant fabrics in my home every day. Tailor-made clothing and altering pieces due to size changes was part of my culture so I thought of the idea to incorporate extra seam allowance in my designs to extend the use of all my pieces. When I first acted on my idea of launching a fashion brand, I began by frequenting Sham Shui Po garment district in Hong Kong researching lightweight, breathable fabric that flows effortlessly. I later traveled to mainland China equipped with a translation app since I do not speak Mandarin and had 4 pieces of fabric as a reference in my brand colors (blue, yellow, green, and orange) – the 3 colors of my country’s flag and my favorite color. White was later added due to frequent requests. My brand values are freedom, comfort, and individuality so I ultimately decided on a perfect blend of silk and cotton with an extremely soft and luxurious hand feel as my brand’s signature fabric. Our beautiful selection of vibrant prints can be mixed and matched with our solid brand colors to create unique looks that enable you to feel like you are on a tropical holiday even while exploring your city.
What were some of the challenges you’ve faced as an expat in Hong Kong, and how did these experiences shape your business?
Accessing clothing and shoes in larger sizes has been challenging in Hong Kong. Most expats are forced to shop online or while visiting Western countries. My friends and I were often told “It’s not your size” when we attempted to do fittings at local shops. I have now lived in Hong Kong for thirteen years so I became passionate about size and height inclusion due to these experiences. Shortly after launching Beam Bold, there was some political unrest in Hong Kong. This led to an extended period of protest across the city. My clothing is being produced in Shenzhen, China so during this period many shipments into Hong Kong were being blocked at China customs. This meant that I was forced to cross the border to collect my production runs every few days to meet my fulfillment timelines.
In January 2020 the pandemic began in Asia which halted production in China and led to the closure of the borders between Hong Kong and mainland, China. I had started producing my clothing with a new factory in China shortly before the pandemic began. Once Hong Kong became more stable, I inquired about the factory’s ability to resume production and learned that all 500 meters of fabric had been stolen. This was a huge challenge for my brand. I resorted to sleeping on my sofa while renting both of my bedrooms to be able to generate enough revenue to resume operations. Quitting was not an option, so I traded my bed for my dream. The Hong Kong – China border would remain closed to tourists for 3 years which led to further challenges in product development and business growth. I managed to hire a full-time sewer to resume operations since many of the smaller sample rooms remained closed. I had invested all of my savings into the business so managed to keep the brand alive through the support of my family, friends, and loyal customers.
Can you tell us more about the significance of naming your collections after your grandmother and great-grandmother?
My parents migrated to New York when I was 5 years old so my sisters and I were raised grandmother, great-grandmother, and aunts in Barrouallie. My late grandmother, Aurora Joycelyn Kirby has had a huge impact on my life. She was a talented seamstress who was taught the craft by her godmother and later perfected her skills while working at a garment factory in Trinidad.
Mama Joyce, as she was affectionately known, was meticulous about workmanship while producing premium pieces for locals, resort wear brands, and hotels. My fondest memories of her work were some of the innovative styles she created for ready-to-wear school uniforms and dresses for a shop frequented by tourists in Wallilabou. I am constantly reminded of my grandmother while I am managing production in China. Her spirit is always with me as I navigate this journey, so it was fitting to commemorate her work by naming my first women’s collection, the Aurora Collection. I later added a collection of matching clothing for girls called The Ermie Collection to honour my great-grandmother, Ermie Sam.
How do you incorporate sustainability into your fashion line, and why is this important to you?
I have travelled to 26 countries across Africa and saw first-hand the impact of textile waste across the continent. However, I was not fully aware of the magnitude of the problem until someone in South Africa contacted me, who requested my assistance in sourcing machinery to handle the textile waste problem in Africa. The more research I conducted on the issue, I became more appalled by the volume of second-hand clothes that are shipped to Africa where are large portion ends up in landfills. I have a deep love for the Africa so I vowed to do something about diverting textile waste from going to landfills in Africa. I truly believe that tackling the textile waste problem begins at the design stage so I have designed my pieces with extra seam allowance and adjustable elastic for long-term use. To eliminate excess inventory, we have adopted a made-to-measure model where we customize pieces for a perfect fit and length at no additional charge. Our fabric is made only of natural fibers and our fixed brand colours enable us to eliminate dead stock. We use end-of-role fabric to create optional waist ties so you can style your pieces multiple ways. Our printed fabric uses digital printing technology to reduce water and energy waste. We are currently exploring dying solutions for our solid colours with less environmental impact.
What has been the most rewarding part of your journey with Beam Bold so far?
I have faced tremendous challenges since launching my brand but my work brings me so much joy. There are so many areas of the business that I enjoy but I must say that the most rewarding part of my journey is connecting with my clients who face challenges accessing clothing in their size and length. I love learning about their journeys but the joy on their faces while wearing Beam Bold pieces lights me up the most. I value my relationships with the people who have been supporting me on this journey so my clients often become my friends. I have truly found my purpose in Beam Bold and hope to inspire other to do what they love.
How do you balance maintaining your Caribbean roots while adapting to the fashion scene in Hong Kong?
Bright colors and bold prints are the essence of Caribbean style. This is the opposite of the neutral colors that are mostly worn in Hong Kong. My travel fashion has always been as vibrant as possible but during my banking career I had conformed to corporate attire in black, navy, and various shades of gray. However, towards the end of my corporate life I would often add pops of color to my wardrobe. Since launching Beam Bold, I show up to every outing as me in my vibrant pieces to encourage others to brighten up their mood with bold pieces that evoke joy.
What advice would you give to other Caribbean creatives looking to establish themselves in a foreign country?
I would advise Caribbean creatives to start by leveraging their networks to connect with people they know who have done a similar move or those who are in their industry. You would be surprised about how many people are willing to share their journey if you request support. Next, I would suggest for them to overcome their fears to take the leap if they have desire of working in a new culture. You have to gain insights into the place of interest and create a plan of action to make it a reality. My move to Hong Kong began by me reaching out to a random stranger on LinkedIn. He was a black American who was willing to share his journey of living in Hong Kong with me. This conversation allowed me to gain valuable insights about the culture and inspired me to apply for a job in Hong Kong.
Share some of your favorite brand accomplishments thus far:
Beam Bold is turning 6 on November 3. Scaling the brand with limited capital has been my greatest accomplishment. Over the past few months, the brand has managed to penetrate the Asian market with a successful launch into the Singapore market where we consistently tripled our revenue targets. Beam Bold has been featured in South China Morning Post, Jessica Magazine, and InsideRetail Asia. I have also had the opportunity to share the brand journey and my mission to reduce textile waste at Bloomberg, JP Morgan, Goldman Sachs, and LVMH. Most recently, Beam Bold was one of 4 international brands which were selected to participate in Festival 8 fashion showcase in Sulawesi, Indonesia where we previewed our new Gemstone print.
Can you describe a typical day in your life as a designer and entrepreneur in Hong Kong?
I have operated my business as a solopreneur for a very long time, so I led every role in my business. I have had a few interns and part-time staff over the years, but managing my brand has been an isolating journey. My brand production is now in-house, but I still oversee every aspect of design, production, sourcing, sales and marketing. To be productive, I designate specific days to prioritize critical business functions. Mondays are my strategy days, so I usually avoid meetings on Mondays. Connection is a huge part of my identity, so I have designated Wednesday as my connection day. During the other days, I manage multiple priorities such as content creation with a specific focus for each day. Sundays are for self-care, so I tend to create balance since I work long hours during the week. I try to take time off for relaxation and explore Hong Kong, and I am finally scheduling time for dating. Through it all, I prioritize eating healthy meals and incorporating fitness into my routine. Remaining consistent with my fitness goals is challenging while managing multiple priorities.
What are your plans for Beam Bold, and how do you envision the brand evolving in the coming years?
Beam Bold will continue to expand our direct-to-consumer model across the globe. However, we are currently exploring some strategic distribution partnerships in the Caribbean and a few other markets. We will continue to collaborate with emerging creatives on print designs for limited-edition textile prints. I am currently seeking a few interns for various areas of the business. This will be a great opportunity for passionate students or fresh grads to gain valuable experience in person or virtually while being mentored by me. We will be launching the Gemstone Print online soon as a limited edition drop, and Beam Bold sandals will be available in bronze and gold to complete your look. Finally, I have officially begun our fundraising journey to fund business operations and hire competent staff to scale the brand.
Where can people connect with your brand?
At Beam Bold, your size is standard. We customize timeless pieces for your perfect fit and length at no additional charge. Wear as a matching set or colour block your favourite colours and prints. Brighten up with mood with matching mommy and me looks that are available in a full-size range from XXXS to 3XL, petite, regular, tall, and custom lengths.
Contact us for further inquiries:
Email: connect@beambold.com
Website, Instagram, Facebook, X and YouTube
Discover more from The Karibbean Kollective
Subscribe to get the latest posts sent to your email.
