Hi! I'm Jules, the founder of Deco Miami. A lot of people want to know how I started Deco, so here's the story of how it happened:
One day I realized that I had never actually finished a bottle of nail polish, and that it was a little funny that I kept my own collection in a shoe box under my bathroom sink. It got me thinking: maybe I could create a nail polish so adorable that someone would want to keep it out in their bedroom like a little trinket.
Over the next couple of months, I spent my free time wandering around makeup aisles and talking to anyone I saw wearing nail polish about nail polish. I was in business school at the time and probably seemed ridiculous to anyone who was sitting behind me in class if they saw me staring at nail polish on my computer during lectures, but I was having so much fun creating the plan for my beauty brand that I couldn't help myself. A few weeks before graduation in 2015, I had hashed out most of the details of my would-be brand, and the next logical step was to move forward with it, or drop it. You can guess what happened next.
Deco is my baby. I designed every creative aspect of the brand myself, from the box design, to the sketches, to the color names, everything, and it's an amazing feeling to see people enjoying something that started out as an idea scribbled down in one of my notebooks. The biggest thing that motivated me to start Deco was that I wanted to create a beauty line for 20-somethings that was run by a 20-something (I started Deco when I was 23 and am 26 now!) because I'm sick of dudes taking over the beauty counter. Having a quality product is just as high a priority for me as having a real and relatable brand.
Nail polish has always been my favorite beauty product because there are no rules in the nail game, and as someone who hates being told what to do and how to be, nail polish is my drug of choice.