Smashing Darling Blog

FashionJunkie.com is the brainchild of Dara Fleischer, a seasoned shopping editor and television correspondent who honed her skills as Fashion and Beauty Editor at LOULOU (Canada’s premier shopping magazine) and Merchandising Editor at InStyle. Recognizing fashionistas’ insatiable appetite for of-the-moment fashion and beauty buzz, Dara spawned FashionJunkie as an online soapbox for sharing her views and news on all things stylish.

SD: How did you get your start in fashion publishing?
DF: With a lot of hard work and persistence! I’ve been a fashion and beauty junkie since the day I was born, so I just followed my heart and fell into the industry. Don’t get me wrong… there were many twists and turns along the way (yup, there were a few jobs that didn’t work out), but I always knew I would create my own shopping business. The bottom line is: if you have the courage to do what you love and stick with it, you will be successful.

I also studied communications and broadcast journalism at Ryerson University in Toronto. While I’ve always loved magazines, my initial goal was to become a fashion reporter. Everyone in school (at Ryerson) assumed I was a fashion design student because I wore such funky clothes (lol). Throughout high school and college, I interned at a number of media outlets, including a radio station, a talk show and a tabloid TV show… remember A Current Affair? After that, I held a few high-profile jobs in beauty/fashion PR and then fell into publishing.

SD: Before making Fashion Junkie full time, what are some of the jobs you have had in your industry?
DF: Way too many to name! I started out in television production at A Current Affair, although not many people know about that (lol). From there, I went into beauty/fashion PR (I worked for a few agencies) and dabbled in online media, where I syndicated my FashionJunkie.com shopping column for New York CitySearch and AOL. Then I managed promotions/marketing for one of Canada’s top national fashion mags (it’s actually called FASHION Magazine). After that, I was recruited to work for Club Monaco Headquarters in Toronto as their Web Editor and Marketing Manager. Then I jumped ship and handled Online Promotions/Email Marketing at Yahoo! Canada. After than, I landed a great gig at In Style Magazine in New York - I was the Fashion/Retail Merchandising Editor. Last but not least, I scored my dream job at LOULOU Magazine - Canada’s premier shopping publication. I also honed my skills at Glam.com, Sephora.com and Full Frontal Fashion (a 24-hour TV channel) and am currently iVillage.com’s Shopping Expert.

After a series of high-profile jobs in beauty/fashion PR and editorial, I inevitably followed my true calling by turning my passion for fashion into a full-time business informing would-be fashionistas about the latest trends, hottest shops and chaperoning clients on tailor-made NYC shopping safaris.

SD: When did you realize you were a shopaholic?

DF: Shortly after I was born. Shopping runs in my family

SD: What is the most fun you have had doing a Shopping Safari?
DF: I have a blast during all of my group and private shopping safaris. Although every experience is different, it always feels like I’m shopping with a bunch of close girlfriends. For example, I recently took an exchange student from Rome on a four-hour “bargain” shopping safari and the afternoon flew by. She bought an amazing pair of suede booties at Shop in the Lower East Side, a funky leopard headband at a nearby hat store on Rivington Street and a metal-studded bracelet at Clarabella on Houston Street, all for under $200! I arranged exclusive discounts for her at select stores and we chatted about everything from trendy boutiques to boyfriends. If a client is happy at the end of the tour, then I’m happy! My next tour is for a couple who are visiting NYC for the first time from Switzerland. They want me to take them to all the hot spots – the best boutiques, restaurants and lounges. I can’t wait!

SD: What is the one item in your wardrobe you can’t live without?
DF: Without a doubt, my wedding dress. It was custom-made at Les Noces de Couture – an upscale boutique in Montreal.

SD: How would you describe your personal style? And who or what influences that style?
DF: I’m a fashion chameleon. My style constantly evolves depending on my mood, environment and, of course, income. Sometimes I’m into reconstructed vintage tops (Pre-Loved makes the best ones) paired with dark rinse Raven denim and Loeffler Randall flats, and other occasions call for fancier frocks like the essential little black dress, sleek metallic clutch and covered platforms. And I’ll never have enough shoes, bags and closet space.

Just living in New York influences my personal style – I love people watching

SD: What is your fashion obsession of the moment?
DF: I’m obsessed with Spanish footwear designers’ Pedro Garcia and Chie Mihara – they make the funkiest shoes every season. And when it comes to contemporary clothes, I’ll never have enough Phillip Lim – he’s a genius!

SD: Who Inspires you?
DF: People who are true to themselves inspire me. Anyone who follows his or her dreams, no matter how big or small.

SD: In your opinion, what trends will we be seeing more of in ‘08?
DF: I’m very excited about Spring ‘08. We’ll be seeing everything from feminine and flirty floral prints, ankle-grazing dresses, ombré (i.e. tie-dye), transparent fabrics, patent leather shoes and bags (again) and tons of neon (even in make-up!)

SD: What does your average day entail?
DF: Writing, writing and more writing! When I’m not glued to my computer screen, I conduct designer interviews, preview clothing/accessory collections at showrooms, go to industry events and product launches, constantly explore the hottest boutiques and of course, lots of shopping!

SD: If you knew then (before you entered the industry) what you know now, what would you do differently?
DF: I wouldn’t change a thing. Every experience has made me who I am today. Life’s a journey and I’m in for the ride!

SD: Can you give the designers on Smashing Darling advice about how to get themselves featured?
DF: Drop me a line anytime! Send your fashion/beauty pitch to contact@fashionjunkie.com - I would love to hear from you!