Interview with Aimee Fuller Designs

Everyone wants to be their boss, but for Aimee Meals, it’s the reality she can’t get enough of. TV news anchor turned hat and jewelry designer, Aimee has 15 years experience as a business owner. Her designs adorn the heads and necks of Kentucky Derby attendees every year. Aimee Meals was named one of the top ten best-dressed in San Diego for 2017. FINE Magazine caught up with Aimee Meals of Aimee Fuller Designs, a San Diegan powerhouse, to get the inside scoop on the life of a creative designer.

Did you do something else before becoming a designer?

My first career was in TV news, and I anchored two-morning shows at KUSI-TV. Every day was different—I could be interviewing anyone from John Glenn to Jessica Simpson, and I'd find out when I arrived to work at 4 am! Before moving to Southern California, I was an evening news anchor in various cities. I've also done reporting for CNN and ABC News.

You have a stunning collection of hats, fascinators, and jewelry. What brought you into the business of designing?

I spent my entire [TV news anchor] wardrobe allowance on big jewelry. I grew interested in gemstones and minerals, and before long I just had to work with them and create my own pieces. Big, rough, and raw jewelry was coming onto the scene, and I loved playing with textures and colors and creating something from the basics that God gave us. I come from a family of artists, and I suppose I had found my art. Creating is a great way to decompress and feed your soul––and then [I got] to wear it! 

I've had my jewelry line for almost 15 years, but it wasn't until 2008 that I had to drop everything and focus solely on the business. I specialize in everything from large, tribal statement necklaces to delicate, fine gold tassel jewelry. They're all handmade in the U.S. and available online. From what I can discern, I have the largest individual handmade jewelry store [online], and over the years I've sold to almost any country you can name. I have almost as many sales in Canada, Australia, and England as I do in the USA.  

How did your hat line begin?

A year ago, I started my hat line, and [Canada, Australia, and England] also seem to be leading my sales for hats. I started to get significant sales from people all over who were going to the Kentucky Derby this year. I didn't know that they would find my hats this quickly, so it sort of took me by surprise. I had to get busy fast! 

It's flattering and very humbling... The fact that all this [success] did happen blows me away sometimes. I am in talks right now to show at New York Fashion Week in September, and also to show in Milan, so that's got me pretty amped! 

Tell us about owning your own business and being your own boss.

It's the best! I've suffered from a chronic illness since my teenage years. When I have flare-ups, I can't get out of bed for a day or two. Endometriosis is insidious and can affect every part of your life. At a certain point, going to work became very difficult, and it's a hard thing to try to explain to your company. I was so blessed to work in the field I did, and I have nothing but gratitude and great memories about the people. But I do thank God every day that I can now make my own schedule. I don't have to feel like I'm letting anybody down. I'm only sharing this because I want women to know that there are many paths to success and that if you have a chronic disease or disability, you are not alone. 

Your hats are very bold and unique. Where do you get the inspiration to create one-of-a-kind pieces? 

I just like "pretty." I love fashion, I love hats, and I love the material that goes into them. I find the best quality materials and gather them before I have any idea what I'm going to do. Then, most of the time, they just seem to make themselves. Often I get inspiration from the event for which it will be worn or the outfit [itself]. I already have customers who've come back again and again, and so I draw from the very woman for whom I'm designing. The same goes for the jewelry. 

What type of woman wears your pieces? 

Any woman who wants to play dress up! This question makes me think about the many different age brackets who come to me. I find that both young and old are nostalgic for a time when hats were the norm. People always say to me "We should bring hats back!" 

Which piece is currently your favorite in your collection? 

As far as the jewelry goes, I've been working a lot with colorful, glass antique tribal beads and handmade, ornate brass beads directly from Africa. The boldness and color-play are a delight to my senses, and when I finish I feel I've done something special that I would want to keep for myself. 

Thus far as a business owner, what stands out as your greatest success?

The fact that I started this business on my own, grew it, and sustained it for all of these years. It allows me to give back in many ways to organizations that are important to me. We are blessed to live in an age of e-commerce and heavy social networking, and I suggest that anybody take the chance and launch their dreams—go for whatever your passion is. You don't have to quit your day job, and you don't have to take out a single loan. You don't have to be a business genius, and you might not even need a degree. All you have to do is start. And keep on keeping on. 

Is there anything else you would like to add? 

I'm a bit of a jewelry-holic, as I'm a collector of all kinds of pieces and styles, even if I didn't make it! I love to celebrate other artists and creators. I do love to see what people can create with their God-given talent and with the elements of the earth He's provided. It's just cool!  So I figure, if we can't enjoy and celebrate what other women do, then what's the point? 

Where can customers find your products?

At Aimeefuller.com but I really love to interact with my customers on Facebook!

Aimee Meals has also been named Fashion Chair for the ATLANTIS Fashion Show and Luncheon benefiting the Epilepsy Foundation of San Diego County. Catch her there on June 1st at the Marriott Marquis San Diego Marina. Tickets are available at fashionbenefit.org.

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