Even before graduating from New York's ubiquitous Fashion
Institute of Technology, Joann Padilla was working for a trendy junior's line. Within months she was promoted to Design Director and her designs began to sell-thru at the hottest boutiques in the country. Joann served at a number of design firms as a Senior Merchandiser and Vice President of Design and Merchandising. This is where she worked closely with buyers from the nation's top retailers, including Nordstroms, May Company, Urban Outfitters,
& Bloomingdale’s. As her career evolved, the brands she headed became more and more profitable, and her responsibilities increased; in addition to overseeing all design, Joann also forecasted trends in styling and color. This lead to her being accepted into the Color Association of the United States, where she forecasted color for over five years.
In 1996, something happened which changed Joann's life forever--the birth of her only daughter, Aleya, whom she describes as her "greatest achievement. "As Joann raised Aleya, she spent her free time designing and making her own handbags. Friends asked her to make for them as well. Strangers on the street approached her
to find out where she bought them. And soon Joann had developed a small but loyal clientele all on her own. One of her customers turned out to be the fashion editor for a famous NY Magazine. Joann was invited up to the offices to present her bags for the staff. This resulted in gaining valuable editorials for her bag line and Joann came to realize that her little hobby was much, much more, and Aleya New York was born.
