In 1997, Amy Smilovic launched the ultimate cool-girl brand, Tibi, and it was only a matter of time before it proved itself as a key player within the fashion industry. Then, in 2010, Smilovic took a major risk: She decided to completely redesign and reimagine the brand to align with her current aesthetic and feelings. With a newfound focus on what Smilovic refers to as “creative pragmatism” in mindset and style, she successfully pulled off a 180-degree rebranding. After 24 years, Tibi is bigger than ever, at the forefront of the industry, and housed at esteemed retailers like Intermix and Net-a-Porter in addition to its own e-commerce business. But before it all, the Georgia native began her career in advertising and marketing at Ogilvy and American Express. On this episode of Second Life, find out how she’s navigated it all and hear her best advice for building sustainable businesses.

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