(click on thumbnails to view full size)

Video tour of the Unicorn House

By the way, the unicorn on my wall is by the artist Tanya Levina. Her specialty is – you guessed it – horses. :)

Coming this week!

2002-2004
SKY SALT, THUNDERWEAR, LIME CRIME

Sky Salt circa 2002: Mark (guitar), myself (vocals), Tiago (bass) & Mateus (drums)

My journey began with music, my first love. Mark and I started a rock band Sky Salt in 2002, which played fairy tale rock: heavy rock sprinkled with music box riffs. I needed some whimsical clothes for a photoshoot so I turned to eBay (the Etsy of the time) and before I knew it, I was a seller myself. My first store Thunderwear! stocked anything cute, lolita-esque and vintage. Occasionally, I would fix up and alter the clothes, sometimes to the point where they looked nothing like the original. Eventually, I transitioned into making my own designs under a new name.

Lime Crime was born in 2004. Lime-green, usually in combination with hot pink, was my favorite color in the whole world, plus it rhymed! It was perfect. Lime Crime originals were brightly colored and full of loud patterns such as checker and polka dot! Myself and a dozen other girls who worked in a similar style became a part of what can only be described as a DIY revolution on eBay – making your own clothes was cool again and we all had followings. :) Even today, a lot of people still remember me as “limecrime on eBay”.

My first fashion show for Lime Crime, 2004

While I enjoyed being a part of the eBay community, I’d always wanted something of my own. I launched a free-standing Lime Crime webstore and began promoting it directly. I liked the fact that I could present my brand exactly how I wanted and develop it in ways that eBay would never allow.

In the meanwhile, Sky Salt was finishing up our first full-length record: I Believe In Fairy Tales (out of print, but you can listen to it here; also on iTunes). As we continued fighting for the spotlight in the local NY scene, I realized that my fair features were getting lost under bright lights of stage lighting and needed stronger definition. This is how I got into makeup.

2005-2006
MAKEUP TUTORIALS

Pink leopard, 2005

I experimented with makeup all through the summer of 2004. I sucked at first. When I finally came up with something I liked, I shared it on my website. My first tutorial featured dark red eyeshadow blended boldly into black. It got a surprisingly enthusiastic response, followed by requests for more looks. 2005 was the year of tutorials: mermaids, tropical birds, pirates – I did it all! I loved to transform my face into something fantastical and share it with others. The freedom of expression makeup gave me changed me forever, and I knew I had come across something truly magical.

Soon it became clear that my tutorials were more popular than the clothes: the Lime Crime site became more known for colorful makeup than DIY. I gave the clothing line another whirl with A Little Country For An Urban Girl collection, but nothing could compare to what the tutorials had started. I closed the line in 2006, keeping only the tutorial section open.

While things were happening on the makeup front, the band wasn’t doing so great. In spite our album doing well online, record labels didn’t perceive us as marketable and we weren’t getting signed. We were drained from constantly pushing the mountain that wasn’t going to move and it reflected on our live performances. We officially disbanded in 2006.

2007
DOE DEERE

Doe Deere circa 2007

After Sky Salt was let go, a deep depression followed. I stopped all online activity, save an occasional LiveJournal post. My dream of being a musician was shattered and I needed time to re-group and re-think. It took almost a year to get back on my feet and let music back into my heart. Mark wasn’t interested in pursuing a career in entertainment anymore, so I decided to go solo.

Doe Deere was originally an alter-ego that represented a better, more badass version of myself: she was daring, went after what she wanted and was never afraid. And she wore antlers – win! Inspired by Italo Disco and the 1980s, I went into the studio to work on my first pop record.

5-song EP called Supernatural came out in the spring 2008. Song One Touch topped the Electroqueer charts for 2 months, was on Z100, and the album was endorsed by PopJustice. I got picked up by a great producer and was finally getting industry interest. But something didn’t feel right. Standing so close to my dream made me realize my weakness: as much as I loved writing and recording music, live performances and touring was not something I enjoyed. I decided to ‘quit while I was ahead’.

The name, however, stuck. Eventually the Doe Deere persona took over until it was no longer a persona, she was me. I hear the same thing happened to Lady Gaga, whom I admire.

2008-2009
THE BLOGAZINE & LIME CRIME MAKEUP

Lime Crime Makeup, 2008.

In spite of not having posted a tutorial for over a year, I continued receiving emails almost daily. Truth was, I missed it too! Now that I wasn’t going to be a musician, I could fully focus on my love of makeup. I conceptualized Doe Deere Blogazine as a place where I could post my tutorials and other projects, and share stories of inspiration with others.

Over the summer of 2008, as I was compiling a list of looks for the Blogazine, I realized I never did encounter a makeup line I was really, really excited about. I wished someone would make colors with good payoff and in cute packaging! That’s when it hit me: I should make it! Best of all, I already had the perfect name: Lime Crime Makeup. I called up a bunch of labs in the country until I found one that agreed to make me the shades that I’ve always wanted with the payoff I’ve always dreamed of. LimeCrimeMakeup.com launched in October 2008 under the slogan “So bright it’s illegal”.

CRITICISM & RUMORS

I didn’t originally want to include this less-than-gleeful chapter, but my story would be incomplete without it. Blogazine’s rise in popularity and Lime Crime’s growth coincided with some internet rumors about me and the brand. I’ve heard it all – from petty gossip to some rather gnarly accusations. People spread rumors for various reasons. Some have a personal agenda/vested interest in your failure. Others re-post juicy gossip for fun or traffic/hits. But most do it because they like the feeling of being “in the know” for “discovering” something nobody knew. At first, people bought it and I got some very angry emails from disappointed fans. It broke my heart to see girls who once looked up to me believe such terrible things. But I knew it was more important than ever not to give up and continue going. I replied to every single email. Mark made sure no customer walked away unhappy. A no-questions-asked Return Policy was introduced. Last but not least, we collected all possible feedback to improve our products and service.

Eventually, the equilibrium was restored and positive reviews started drowning out the noise. People became more vigilant of internet gossip and more likely to reach out to me directly if they had a question or doubt. I always encourage people to drop me a line if they have a question or a problem at doedeere@gmail.com. I also set up a Formspring Q&A that allows anyone with a FaceBook account to ask me a question.

THE CANDYFUTURE & BEYOND

2010 has been a banner year for Lime Crime. We got picked up by a retail chain SpaceNK in the US and UK and went on a little tour to meet many people – some new, some old who have been rooting for me from day one. Negativity taught me the importance of inner strength, surrounding yourself with positive energy and appreciating your true supporters. I’m looking forward to continuing to build Lime Crime into something gleeful that touches people’s lives – if only in a small way.

Ever wonder what’s inside my closet? This week I’m cleaning it out via a garage sale – shoes, dresses, purses, even a pink blow dryer! Click on the pic to see. xoxo

1. What did you do this year that you’d never done before?

Went vegetarian for 2 weeks. I wanted to for the longest time but was afraid I couldn’t do it; now I know that I can. Unfortunately timing for this particular endeavor wasn’t the best, but I have since minimized my meat intake significantly. Eventual vegetarianism is a good goal to have.

2. Did you keep your last years’ resolutions, and will you make more for next year?

My main resolution for year 28 was to stop being afraid of getting old. I did it – by re-defining the term from no longer looking young to mental stagnation. I am never going to stagnate – and therefore I will never get old by my definitions. Also, most people I admire happen to be in their 30s, which give me confidence that those years are going to be my best and most productive yet!

3. What would you like to have in the next year that you lacked last year?

Um… *modestly* a salary? I think we had some great beginnings here, so 29 is going to be all about building structure.

4. What date will remain etched upon your memory, and why?

The day Jessica Harlow snapped a picture of the Lime Crime display at Bloomingdale’s – and sent it to me. That’s when the reality of it all hit. I will always remember meeting my fans and customers during the SpaceNK tour – a life-changing experience for me.

5. What was your biggest achievement of the year?

Launching in SpaceNK and doing the tour.

6. What was your biggest failure?

Not being able to visit my grandfather in Ukraine. Last time I called I couldn’t get through either. I’m getting worried.

7. What was the best thing you bought?

Puggy Puggleton. $1, thriftstore. Talk about a conversation starter!

8. Whose behavior merited celebration?

Lady Gaga’s. True artist, visionary and icon – never give up. Words cannot express how much respect and admiration I have for this woman.

9. Whose behavior made you appalled and depressed?

I was disappointed in Katy Perry’s remark about Gaga’s video. She said ‘Alejandro’ was blasphemous without a purpose. I disagree. Ironically, Katy’s California Gurls video is rather provocative, and over-sexualization is the oldest form of blasphemy. The only reason Katy is able to get away with it is because Madonna – who was also judged – challenged it and made it more acceptable.

10. Where did most of your money go?

Back into the business, and shoes.

11. What did you get really, really, really excited about?

The lipstick launch in October, and my new haircut – love it, can’t get enough of it!

12. What song will always remind you of 2008?

Replay, by Iyaz. When I first heard it, I thought, “Jason Mraz went pop?!” haha.

13. Compared to this time last year, are you:

i. Happier or sadder?

Happier!

ii. Thinner or fatter?

A little pudgier, but working on it. :)

iii. richer or poorer?

Poorer, but only because all the money’s tied up in investments.

14. What do you wish you’d done more of?

Gone out and met new people. Traveling made me realize how much I love getting to know interesting people.

15. What do you wish you’d done less of?

Cared about what people say on the internet.

16. Do you hate anyone now that you didn’t hate this time last year?

I don’t hate, I get mildly annoyed. There is always going to be someone to be annoyed by, but I think what’s most important is focusing on the people who bring you joy.

17. What was the best book you read?

Lessons of a Lipstick Queen by Poppy King = my bible!

18. What did you want and get?

The feeling on being on top again. It’s an amazing feeling, but you have to fight for it!!

19. How would you describe your personal fashion concept?

28 was the year of change; I spent the first half of the year doing the bright-bright-bright thing, almost on autopilot, without questioning it. Second half of the year I began expanding my fashion interests beyond what I already know. I am eager to explore many new looks, including those I’m afraid of!

20. Tell us a valuable life lesson you learned.

Everyone deserves a chance, but good graces have to be earned.