12 Jul Feature: Sasha Goreshtein, Founder of Shop Viixen
Reading time: 4 minutes
Sasha Goreshtein is the founder of the elegant & sophisticated online boutique, Shop Viixen. If you’re looking for classy yet sexy evening wear, Shop Viixen has got you covered! These pieces are not only perfect a young professional always going to events, but they are quality garments you won’t find easily in stores. Keep reading to find out all about Shop Viixen and how Sasha started this e-commerce clothing business.
AZ: Were you always interested in fashion & did you study it?
SG: I actually never studied fashion. My sister was always the fashionista in the family and I would usually follow her trends and her style. She always succeeded at making her outfits looks so easy and comfortable, while remaining on the latest trends. I actually studied psychology, communications and behavioural science and worked in the field of law for over 9 years before I ever got into fashion.
AZ: What made you start your own clothing brand?
SG: While working multiple jobs that had nothing to do with fashion, I shopped online, constantly… since I was 15! I just loved it. The thrill of it and the risk and reward. By the time I launched my own online boutique I was an expert at online shopping. I had made so many connections oversees with suppliers and loved to travel, so I decided to make a career out of it. The 9-5 job wasn’t for me and I felt that I had more to offer to the world. I was too creative. Plus, I had been an entrepreneur since before I was allowed to legally work. I always found ways to be creative and make money to be independent. I think “working for myself” runs in my blood.
AZ: How do you decide what to sell in the store?
SG: For me it was easy because I simply followed my own style. Whenever I would pick an item to add to my collection, I would ask myself a simple question: would I wear it? If the answer wasn’t clear, it was an immediate “no”. No questions asked. I had to be absolutely in love with the item to add it to my collection. I figured if I wouldn’t wear it, why would anyone else? The brand I created speaks to me as an individual and woman. It’s all about my style, my edge, my personality.
AZ: Will there be a physical store for Shop Viixen in the future?
SG: When I first launched SHOPVIIXEN, I knew I wouldn’t under any circumstances open a physical store. I strictly wanted to sell online. I believe the future of shopping is online. We live in a world where technology is taking over. Everything is moving quickly and people no longer have the patience or time to physically go to stores to try on clothing. There’s absolutely nothing wrong with that! It’s part of evolving. With that being said, there is a special project I will be launching soon that will involve a “type” of location… Stay tuned for the reveal.
AZ: Which Shop Viixen looks have been your favourites so far?
SG: To be honest, everything I have in the store I absolutely love. It’s hard to pick out a single item. My looks are a combination of elegant, classy and sexy pieces. If I really had to pick a few from the new collection, I would say: JADED for elegance, ANGELIQUE for staying classy and DIM THE LIGHTS for feeling sexy.
AZ: How should a professional take their outfit from day to night?
SG: I believe that what you wear during the day and what you wear at night should always represent your essence and what makes you feel good and beautiful. Just a slight change in your outfit, sometimes as small as your makeup going from light to dark, might be enough. It’s all about what makes you feel good and sexy while retaining your elegance and femininity.
AZ: What advice would you give a professional who wants to experiment with patterns but is afraid to leave their comfort zone?
SG: There are no rules in fashion. If you’re not comfortable with patterns, don’t wear them. The important thing is that when you walk out the door, you feel good about yourself. Wear something that’s flattering and that you know will give you confidence. Patterns are fun to experiment with, especially this year because they are coming back in style! If you’re looking to take a risk and you’re not used to patterns, right now is the perfect time to test them out.
AZ: What can we expect from you and Shop Viixen in the next few months?
SG: We are currently working on an exciting project that will be launching in the next few months. We aren’t yet openly discussing it with the public but it’s in its final stages. Stay tuned! As for the website, we are focusing on keeping it as authentic as possible and limiting customer’s choices to only the best qualified pieces for the brand. This will ensure our items remain exclusive and original. Quality over quantity is our motto!