CANDID Interview: Audra Danielle Noyes
Audra Danielle Noyes is a designer, entrepreneur, storyteller, and “doer.” Having worked in the luxury fashion industry for the past ten years in all aspects of the business from design and development to sourcing and sales. Raised and guided by strong women, and in a similar way, through her namesake brand AUDRA, her intent is to inspire, evoke self-worth and reaffirm true beauty through the stories behind her product and the process by which it is realized. Since launching AUDRA, her designs have been featured in WWD, VOGUE, and Forbes, and are sold nationwide at luxury retailers including Stanley Korshak (Dallas) So Susu (New Orleans), and Moda Operandi.
Audra is the Creative Director & Owner of AUDRA and resides in St. Louis.
“What you do matters. Whether you are a CEO or a stay at home mom, what you do is significant. Even if no one sees it, even if it’s not splashy or sexy, it adds value and makes a difference to those in your family, your work, your life. It's an opportunity to act with excellence, love and humility.”
My personal style is a scrapbook of my life, rooted in an eternal style. Just like my collections, my wardrobe tells a story --- AUDRA pieces, of course, paired with unique garments from my Paris working days, mixed with my grandmother’s jewelry, and typically grounded in black - whether a cropped trouser or long sweater. It’s timeless and clean, yet whimsical and free. I focus on quality over quantity, so I will save up and add pieces to my wardrobe that I will have for years to come. Comfort and versatility are also important to me, as I am traveling so much, so I tend to lean towards jewelry, accent shoes, and accessories to spice up my timeless pieces.
The best piece(s) of fashion armor in my closet are my dad’s embroidered jeans from the 70s; AUDRA black cropped flare pants; black oversized blazer, a crisp white cotton button down, over the knee black boots, LANVIN cube heel pumps.
I’m making my mark by redefining how the modern professional woman dresses through my namesake brand I launched five years ago, AUDRA. Through the product itself, but also through the “why” and the “how” behind the product and the brand - domestic produced garments, responsible design practices, inclusive beauty, and education are the value pillars of my company.
A professional/personal challenge that keeps me up at night is how to get everything done and be a sane person?! It’s a challenge to turn off ☺ But in all seriousness, what keeps me up at night consistently is the challenge of how I can grow my business and therefore further my voice, my reach. What is the next step for the company? Who can I share my message with tomorrow or who can I impact next.
In moments of self-doubt I build myself back up by surrounding myself with people who remind me why I started… my mom, my sister, my boyfriend, celebrating the small victories, or forcing myself to stop and go do something I love such as going for a walk in the zoo, sipping a latte in a busy cafe, or grabbing rosé and frites with a girlfriend.
Words of wisdom that resonate with me are, run your own race. Value and be valued. How do you define success? Enjoy the journey, not the destination. It’s okay to say no. It’s just fashion. Your identity is not defined by what you do.
I stay true to my passions by interacting with my clients, the AUDRA women. Their stories are what inspires the designs and motivate me to continue to do what I love. It is the best feeling when the perfect garment evokes joy and confidence in them.
I’m most proud of my commitment to operating with integrity. It is hard to stay true to your values sometimes in the fashion industry and as a female entrepreneur. It is something I am very mindful of and affects every decision I make as a business owner. I am proud of myself for standing by what I believe without compromise – whether its how I produce my clothing or as simple as how I treat those I work with.
The one thing I would like to say to every woman in the world is… What you do matters. Whether you are a CEO or a stay at home mom, what you do is significant. Even if no one sees it, even if it’s not splashy or sexy, it adds value and makes a difference to those in your family, your work, your life. It's an opportunity to act with excellence, love, and humility.
Shop Audra's power pieces!
The first time I met Audra Danielle Noyes I was admittedly nervous, which is laughable now. Impressed by her creativity and totally admiring of her accomplishments, I felt compelled to meet her and learn more about her experiences. Audra is a respected designer, creative entrepreneur, business owner, community volunteer, daughter, sister and friend - in no particular order! She’s grounded in her integrity and grace. Her drive and ambition to help women feel their best are genuine components of her soul that shine brightly everyday in all that she creates and those she reaches. Not to mention, she brings to life stunning garments in sumptuous silhouettes and the most delicious fabrics.