October 26, 2010


One of my best friends from high school has recently started a company with her husband called diaNoche , and a blog to go with it.  Her name is Veronica and the brand, diaNoche, is all about her versatile peices that you can wear both day & night. She’s American {half-Italian (from her dad’s side, like me!) and half Columbian from her mom’s side} and since I can remember has dreamed of creating her own line of clothing that straddled all of her roots.  An artist, she graduated from FIT in New York and has gone after her dream.


{Veronica El-Showk}
Here’s a quick excerpt from a press release:

“diaNoche is a lifestyle brand that embodies the love of travel and art.  While living in New York, owners Veronica and Hedeer El-Showk traveled often for both business and pleasure to Morocco, Europe and Colombia. Inspired, Veronica started designing a collection of shirts with the vision of importing goods from overseas in the future. diaNoche’s designs have a strong arabesque influence and are also inspired by the designer’s Colombian heritage. The company’s themes include everything from the ancient mosaics in Cyprus, to the salt mines in Bogotá and the intricate patterns of tribal North Africa.”


{Veronica in a photo taken by her sweet husband, Hedeer}

Her passion for life & all things beautiful literally jumps off of the page at you from her new blog and I am so freaking excited for her & Hedeer!!!! DiaNoche’s Fall & Winter line of designer t-shirts is debuting in a couple of weeks.

{The beautiful logo she created}
Yesterday she came over to our place & I helped her out with a photo shoot.  Here’s a picture I took of a little jewely tray we created for the background of one of the shots:
{Those garden weeds come in handy!}
We shot all day to get her day/ night looks.  (Around 700 images…  and- you know how it goes- only a minute number of usables- especially with me as her model- but she got what she came for.)   She’s an amazing photographer & we wanted some soft fresh day looks and some dark, edgy ones for night.
{me, taking off the shoes…  oh how I love them, oh how I have no idea how she walks in them…}
We tried out some crazy stuff- including laying on my outdoor harvest table, (definitely not a use I’d ever envisioned for it) the concrete patio (brrrrr) and nighttime shots in my bedroom which definitely gave it a whole new look.  She ‘s now working on getting the images loaded & the website finished up and as soon as she does, she’s promised me a giveaway for Pure Style Home.  I literally wanted EVERYTHING I wore yesterday.  The designs she’s created are super-flattering and just honestly make you look good.  I was really skeptical when she asked me to be her model but truly, the clothes did all the work.
{image by Veronica…  her friends’ boots in Italy- how beautiful??}
At one point yesterday (well, at lots of points) we just started cracking up…  I think I was hanging out on a hide rug pouring tea from a beautiful tea pot with a pile of vintage quilts next to me…  really???  You definitely have to play a lot and take risks and feel stupid to get to where you’re trying to go.
But it was so much fun.
At one point Christian came up to us, “What game are you playing?”
Veronica: “Photo shoot.”
Christian:  “Can I play?
…So, although theres not yet a diaNoche kids’ line, Veronica made sure to get a few good shots of Christian.  …Who made sure to let me know that he loved my hair the way she’d done it (curls) but didn’t like the “gray stuff” on my eyes and helped me wash off the eyeshadow when we were finished. {What a picky little man!}
So, as soon as she lets me and her site is set up for online purchases, I’ll post some photos of Veonica’s new line & we’ll be doing a giveaway.  If you have some time, stop over to visit Veonica at diaNoche and say hi.  She’s a brand new blogger & I know she’d love to hear from you.
I’m so excited & happy for her and I know we’re all going to be hearing a lot about her soon.

xoxo, Lauren

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