Hailing from an extensive buying background, Lisa Williams went against the grain to develop her beautifully curated e-commerce brand, Lisa Says Gah. Praised for her unconventional model choices, impeccable taste, and innovative creative direction, she has us all saying "gah!"
get to know:
Lisa Williams
When you step into the world of Lisa Says Gah, it creates a mix of nostalgia and future all in one breath. It's a site that creates warmth around an unconventional vintage-inspired aesthetic, all while highlighting inspiring up & coming designers, established cult-favorites, and interviews with courageous females. Behind it all is the mastermind herself: Lisa Williams. From shooting film photography to curating the most covetable designers and styles, Lisa is all about authenticity. We sat down with her to talk about everything from how the site came to fruition to where she finds those jaw-dropping models.
After buying for Nasty Gal in Los Angeles for several years, you moved to San Francisco. What made you want to make the jump?
I launched Lisa Says Gah in early 2015 after moving from Los Angeles to San Francisco. I started with an inspirational blog, now called "Look". I then began reaching out to independent designers that were carving their own path. I took it a step further with interviews, to connect the consumer with the product. I started Lisa Says Gah because I wanted to create a space that went beyond just "shop," I wanted a shop that used fashion to build a community of creative, insightful women. The point is that "gah" is anything you want it to be. To me, it derives from interest and excitement of the unknown or undiscovered.
Did you have the concept for Lisa Says Gah before you returned to SF? Or was it something you discovered when you were back in the city?
I almost started an activewear line with an Australian partner leading up to my move. That was my grand plan at that time along with freelancing gigs I had going on. Those projects were not building enough momentum, and I was not passionate enough to see them through. So the real impetus for the site was partly timing and something that gave me fulfillment along the way to "finding" something else. It was a side project as I continued on the job hunt. LSG filled the holes, and as it turns out, I could pour all my time and energy into it and was passionate enough to see it through.
You carry some of our favorite independent designers on your site, from Maryam Nassir to Rachel Comey. How do you choose the brands you're carrying?
We find things from all corners! We have found new brands through Instagram, Pinterest, showrooms that we already work with, and the handful of designers who've reached out to us. The process is already so different from when I started in a sales showroom back in 2008. It's shockingly more accessible to find things if you're savvy. Of course, it's important to review the product in person, but after you've established the quality of the brand, it becomes easier to work remotely.
Do you have a buying philosophy?
Stick to your instincts.
You've been praised by Vogue, Harper's Bazaar, The Zoe Report, and Refinery29, among many others. How does it feel to receive such positive feedback?
The recognition is really rewarding and surreal—it has really pushed awareness.
Your creative assets really set you apart. Where did the inspiration for the aesthetic come from?
Back in 2010, I produced lookbooks for designers and shot most in the same natural and candid way. I'm drawn to the untouched raw and natural element. It's that fly on a wall feeling, that you are in on something. There's a real allure to that.
We're always waiting to see who will model your clothes next. How did you start finding such amazing, unconventional models?
Mostly Instagram, but also I'll stop people in the street, ha!
What inspired you to start your interview series?
The interview series was a must-have from the beginning to connect the product to something authentic and tangible—people! I started the interview series as a lookbook + interview to showcase the product in a new way and also to better connect the customer to the designers. It's expanded beyond that now, but still is aligning with the brand and our philosophy.
Share with us three things that make you smile every single day.
1. For sure my biggest fan and soon-to-be husband, Louis Buhler!
2. Pretty shoes on my feet. :)
3. Living in San Francisco—the cool clean air, the food, the architecture and nature. To me, it is a charming town with the perks of a city.
What's next for Lisa Says Gah?
So much! A new series "Gah Guides" is up next.
everything you need in your closet now:
Lisa Says Gah
Lisa's Favorite Spots in SF
By: Zarna Surti
Lucky for us, Lisa Williams shared all of her coveted spots in San Francisco. Looking for more picks from Lisa in your city? You're in luck, she's launching "Gah Guides" very soon.
What's In Lisa's Headphones
I follow Man Repeller on Spotify for seasonal playlists - currently listening to "Dancing Naked" and "Welcome To Autumn."
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