Soulful Living: The Story Behind Fason De Viv
Fason De Viv began with a love of personal style and a desire to build a more meaningful life. I’m Zen, the founder, and my journey from the medical field to owning a women’s fashion business has taught me about self-love, resilience, and the courage to start again.
During Fason De Viv’s Instagram takeover on @shopify, I shared the inspiration, setbacks, and defining moments behind the brand. This is the story that connects them.
What Soulful Living Means to Fason De Viv
Fason De Viv means “lifestyle” in Haitian Creole. I created the brand for the confident, free-thinking woman who is curious about the world and wants to live with intention.
Our motto has always been simple: self-love. The business has evolved, but that foundation remains. To me, women’s fashion is more than getting dressed. It is a way to express yourself, celebrate who you are, and feel at home in your own style.
My vision extends beyond a women’s apparel boutique. It brings together community, independent creativity, and a holistic approach to life. Supporting designers, makers, and entrepreneurs is part of that purpose.
From the Medical Field to Women’s Fashion
As a single mother, I had a good-paying job in the medical field. But I wanted more freedom to do something I loved. Life had become routine, and I started imagining a different path.
A compliment at my son’s preschool became a turning point. His teacher said, “You’re always wearing something unique.” I had heard similar compliments before, but that day, something clicked. Could my eye for style become a business?
I began researching retail: how stores operated, where their products came from, and what it took to run one. That curiosity led me to become a New York buyer and learn the business from the inside.
Opening My First Philadelphia Boutique
In 2012, I helped a friend with visual merchandising, inventory purchasing, and inventory management for a T-shirt store. That hands-on experience gave me a foundation for opening my own boutique.
In 2014, I opened The A-List Look, a women’s apparel boutique in West Philadelphia. In 2015, I relocated to Old City.
Becoming Fason De Viv
In 2016, I rebranded The A-List Look as Fason De Viv. Alongside other local brands, I began highlighting clothing designed by my mother and me.
Then, in early 2017, I closed the retail store to focus on an online-only business model. It was a difficult transition and another leap of faith. It also became a new chapter in building a business around my values.
What Entrepreneurship Taught Me
Owning a business is easier said than done. During my first year, I ran out of money and asked my parents for small loans to purchase inventory. I was learning to balance the responsibilities of being a CEO with the everyday work that kept the business moving.
One of the hardest periods came when construction near the store blocked access from both corners. Walk-in traffic slowed, and cash flow followed. Without a workable rent agreement, I had to close the retail location.
Entrepreneurship is not only about exciting milestones. It is also about navigating uncertainty, asking for help, and finding the strength to begin again.
Creating Opportunities for Other Women
Hiring and training take time, but creating opportunities for others has been one of the most meaningful parts of being an independent business owner. I value supporting single mothers as they learn new skills and build independence through work in technology.
There have been joyful moments, too, including meeting women who inspire me, like when Tessa Thompson visited our store. Those experiences remind me to celebrate the journey, not just the destination.
Authentic Style Starts With Self-Love
I love helping women feel beautiful and confident. Choosing garments, discovering independent brands, and creating content for our community are ways I bring that purpose to life.
My approach to personal style is simple: feel good and look good on your own terms. Dress like it is the best day of your life, not because everything is perfect, but because you deserve to show up for yourself.
A smile can hold frustration, fear, uncertainty, confidence, and growth. Taking time to reflect helps me see how far I have come. Building this business has shown me my strength and reminded me how much women can accomplish.
Celebrating Independent Creativity
Being a buyer for Fason De Viv has been a dream come true. I am drawn to the stories behind independent brands: why their founders started, what inspires their work, and how they found the courage to bring their ideas into the world.
Good craftsmanship, authentic storytelling, and support for the local economy guide my choices. Soulful living means carrying those values into the way we dress, work, and connect with one another.
Thank you for being part of this journey. Stay connected with our community on Instagram @fasondeviv.
