We're buzzing at Loeffler Randall today with final preparations for our Spring Summer 2012 press preview. To celebrate this collection, we worked with Priti NYC to curate three favorite nail polish colors for SS12: LR Nude, LR Hot Melon and LR Bottle Green. Not only does Priti NYC have a fantastic color sense, they're committed to creating non-toxic, eco-friendly nail polishes - 'priti' amazing if you ask us.
Founded by Kim D'Amato, Priti NYC developed during her pregnancy and choosing to live organically. From being a mom to running Priti NYC and traveling around Europe, Kim constantly has something new on her plate. We caught up with Kim to talk about how it all began, which we're delighted to share below:
What is the genesis of Priti NYC?
Kim D'Amato: I was sitting in a conventional salon while I was pregnant and the smell of toxins and chemicals from all the beauty products became overwhelming. I thought about how ridiculous it is to be eating organically and using chimical-free household products and not to apply that same thinking to my beauty regimen. I began working on Priti instantly.
What is the story behind your name?
KD: I have an Indian girl friend who told me that Priti has a few meanings in Sanskrit like: out of satisfaction, with love, and pleasurable sensation. It's also a play on words with 'pretty.' I loved the combination; it works so perfectly for a cosmetics company that wants to promote a healthy, sustainable, beautiful lifestyle.
Were there challenges in developing a non-toxic nail polish and how did you work around them?
KD: The biggest problem was that there wasn't anything out there that fit my standards, and there was no way I was going to promote a more sustainable beauty routine without remedying the problem of the most toxic beauty product we use. It took a lot of research but I finally found a lab that helped me develop the perfect nail polish formula.
Are there any new colors you are gravitating toward this season and for Spring 2012?
KD: Our newest fall collection offers a range of options for this season, from deep and muted like Dark Warrior Orchid to bright and metallic like Etoile Violet. In our Winter 2011 collection, coming out soon, we are definitely more about the jewel tones. As for Spring 2012, Fashion Week made it clear that there is going to be a healthy mix of popping colors and soft nudes.
How did you start working with fashion designers?
KD: I used to be a photo rep and therefore worked with a lot of editors and photographers. The idea to reach out to fashion designers came from that experience.
Where did you find inspiration?
KD: Traveling is a significant part of where I get my inspiration from; I love to travel. The Priti NYC Summer 2011 collection was inspired by the French beaches, Fall 2011 was The Eternal City: Rome and our Winter 2011 collection i sinspired by St. Moritz, a luxurious resort town in Switzerland.
What is your style philosophy?
KD: Priti NYC belives in beautifuying without harming the world or ourselves.
