A Quick Study

Profile: Diana E. Kelly

Fashion Designer and Founder of Diana E. Kelly, Inc.




Diana E. Kelly had a career in interior design in mind when the college co-ed enrolled in the University of Florida's Masters of Architecture Program in 2008. After completing the first year of the four-year program, Kelly suddenly realized her true passion was fashion.

Already armed with a bachelor's degree in business administration, the University of Florida graduate quickly went to work creating a line of casual clothing suitable for collegiate game days. However, when a family friend, and later business consultant, suggested focusing solely on women's footwear, Kelly literally, and figuratively, jumped at the opportunity.

"I read every publication I could find, met with anyone and everyone in the fashion industry who would meet with me, studied how shoes are manufactured and went overseas with my mother to look at leading production facilities," Kelly recalled.

It was definitely a step in the right direction. In November 2009, Diana E. Kelly, Inc. was formed. The following month, the first samples arrived and by June production of the signature shoes was in full swing.

It's been more than a year since that first shoe shipment left the factory and the results have been a resounding success. Women can now shop for what has expanded into a line of stylish pumps, purses, sandals, flats and signature brooches that attach to the shoes at more than 100 retail stores nationwide, a number that continues to grow on almost a daily basis. Locally, Marion's Gifts & Clothes in St. Petersburg carries the Diana E. Kelly line.

And there's much more to come as Kelly moves into a new designer line of beachwear and accessories that will be a nod to Florida nostalgia thanks to a recent partnership with the iconic Key West Sandal Factory that was established in 1932.

"We will be revising the brand and re-launching the line in 2012. It will be a collection of beach bags, hats, towels, sarongs and jewelry at great price points, within the 10 - 75 dollar range," she said. "These will be feel good products, gifts and clothes featuring bold patterns and bright colors that remind you of being on vacation. It's a great partnership and we are thrilled to revive this brand."

A former Miss Gainesville title holder and Miss Florida contestant, Kelly has always relied on her personal sense of style to create a polished, professional look to put her own best foot forward. She understands that women need shoes that can be worn night and day, remain comfortable for far more than 20 seconds and versatile enough to accessorize a variety of fashionable looks.

She strives to combine a design that says "wow" with a wearable fit and a price that's far more affordable than many of the designer lines her looks are often compared to, like Tory Burch and Salvatore Ferragamo.

Kelly's has built a business based on philanthropic principles that include donating a percentage of the proceeds to charities and causes.

Admittedly there have been sacrifices but it's all been "1,000 percent worthwhile."

"It's not all about the bottom line. The companies I studied were successful, in part, because they were supportive to other entrepreneurs. I admire those companies and think that the least we can all do is pay it forward," she said. "I am so grateful for all of the support I received from others. Our story is the perfect example of the American Dream."

—By Mary Lou Janson