What's in a name?


What is in a name? It's a famous question asked by William Shakespeare in the play Romeo and Juliet, and it's a very important one that I asked myself a lot as the relaunch of AVE Styles approached. A couple months ago, a close friend of mine challenged me by asking me what is most memorable about my style or my personality. Nothing came to mind, which took my brain to the dangerous place of comparison land where I thought about other stylists in the business easily identifying and communicating their unique style (edgy, shabby chic, vintage, etc). Even days later, I realized that I don't have a specific style I completely align with. Rather, I appreciate ALL styles. I love working on projects that showcase variety and range. I love wearing ultra feminine clothes to tomboy clothes. At first when I came to this realization, I felt like I wasn't good enough because I didn't have one major unique thing. But after some soul searching, I thought, "To hell with that! I am who I am!" My appreciation for many styles, my ability to art direct and style projects that that run the gamut of fashion is what makes me who I am and unique. Not everyone can say the same thing.


So, let me introduce you to me - to Alex. I am an honest soul. I value authenticity, justice and hard work. I am a go getter, a natural networker and I thrive on bringing people's vision to life through my curatorial eye and ability to style people well. I love to laugh. I love to sing, I love to help people feel alive and experience this world's beauty. I dream often.

I have been married six and a half years to Ryan. I have a golden doodle named Wendy (pictured below). I am a mom to  sweet and spunky Elle. I enjoy living in Phoenix, Arizona. I don't like beets and liver, but I'll eat and try anything else. I am Greek, Italian and Irish. I'd say the stereotypes of my cultures remain true. I am loud. I am emotional. I am stubborn. But, I love life. I love good people and good food. I love to celebrate. I love to create. And, most of all, I love God.

Visit again tomorrow to meet another side of me that you didn't know before.


Photo by Gina Meola. Makeup by Stephanie Neiheisel. Hair by Kim Cornwell. Styling by Alex Evjen, AVE Styles.

What is in a name?

I recently showed my work in a gallery space for Downtown Phoenix's First Friday Art Walk, and someone asked me why I named my styling business AVE Styles. In that moment it dawned on me that I've never shared the origin of my business name. AVE is actually my initials - Alexandra Vailas Evjen. What's extra special is that before I was married my initials were AEV. It's pretty neat that I've been able to keep these same letters as part of my identity, and now they are arranged in an even better way.

A lot of people do think that AVE stands for Avenue. I purposely left out the periods in my initials to lead people to the thought of an avenue.  When someone knows their style they have a specific fashion direction that they are headed with their choices. I really want my clients to know and embrace their style.

The word "Styles" was chosen over something like fashion because style is something that evolves over a lifetime. Fashion refers to the here and now.

So, there you go. =)


Branding by Promise Tangeman

New Website!!!

Hi Everyone! I am proud to introduce you to AVE Styles, my styling company website and blog all in one. Alexandraevjen.com has changed to AVEStyles.com, so if you try to visit the old URL it will direct you back here. I hope you love the site as much as I do. A trifecta of my husband Ryan (implementation of graphic design), my friend Promise Tangeman (graphic designer) and Theme Forest (Word Press theme creator), created this masterpiece of a website. As time goes on it'll become more dynamic with portfolio images.

Join me on my journey of entrepreneurship, self discovery and fashion exploration. Make sure to click the RSS link in your address bar or the RSS link at the bottom of the AVEStyles.com web page to subscribe to all of the fashion advice and inspiration you have enjoyed on my old blog and you will enjoy on this new website.

Please also spread the word about AVE Styles. If you would like to have a fun AVE Styles ad on your blog, let me know and I'll see you a little .jpeg. Email me at alexandra@avestyles.com.

Win a FREE Styling Session

Do you feel like you have nothing to wear when you stare at your closet every morning? Well, maybe you just need a second pair of eyes and hands to see and create new outfits...

SO...I'm giving away THREE, FREE styling sessions to three lucky Phoenix Metro readers.

This entails me coming to your house, scanning your closet and drawers, creating several outfits, photographing them for you and making a inspiration board to hang in your closet for the days that you don't want to think about what to wear -the days where you just want to look effortlessly fashionable. This is for men too, so don't be shy!

The contest is open from today, Friday, March 19, 2010 at 11:00AM PDT until Monday, March 22, 2010 11:00AM PDT. Only readers in the Phoenix Metro area can enter.

To enter, do one or all of the items listed below. Each item gives you one entry, so you can enter the contest up to three times, equaling three entries.

1. Leave a comment below with your email address sharing why you need a stylist

2. Tweet, "Win a FREE styling session by @alexevjen!!! http://www.alexandraevjen.com."

3. Send me a photo of your favorite outfit. Please include your name. avestyles@gmail.com

Three winners will be chosen on March 22, 2010, so make sure to check back!