HerStory: Shobha | EmpowHer Festival

Meet Shobha

Tell me about yourself and how you got started with PROCLAIM.

My name is Shoba, and I started PROCLAIM back in 2017. It was really born from a frustration of not being able to find a nude bra that matched my skin tone as a woman of color, and then taking a step back and looking at the fashion industry and seeing how women of color are often exploited in the fashion supply chain. I wanted to come up with a solution that made products for us and empowered women who made the products as well.

What do you feel most passionate about creating these products for women?

I love the feedback I get when people are excited that there's a nude option for them, because I think for a long time that was really hard to find. The other thing that resonates with people is everything that we make is sustainably and ethically made, which is really hard to find in apparel, especially in women's intimates, so knowing that people can find a product that feels good and comfortable is what we always try to do. Being a woman myself, I'm trying to design for more women like me.

What made you want to initially start this journey with creating sustainable undergarments for women?

I was looking at the fashion industry and realized that there was a huge need for this type of product in the industry. Intimates are a product that we keep so close to our skin, so I wanted to try to find something that was plant-based and good for women's health, in addition to making things that are sustainably and ethically made. I started small. We launched with just one bra, and then grew from there. I felt like an industry outsider; I didn't have a lot of experience in this field, and it took almost a year and a half of research to figure out the supply chain and launch with that first initial style. We've since grown to selling bras and underwear, and we just launched the world's first plant-based shapewear.

How do you want people to feel when they're wearing these garments?

One thing I always try to prioritize is designing from a female perspective. So much of the lingerie and apparel industry has been shaped by the male gaze, and I wanted to change that narrative. Everything we create is made with a comfort-first mindset. That means no wedgies, no scratchy materials or irritating tags, just thoughtfully designed pieces that women actually want to wear every day. It’s really about making garments that support women in feeling good for themselves, not for anyone else. Since we’re a sustainably focused brand, it’s also important to us that our pieces are made to last. The goal is to create high-quality garments that people can wear for a long time.

What is the overall mission of PROCLAIM?

There's so many things that we care about and try to focus on, but I would say PROCLAIM is about creating women’s essentials that are thoughtfully designed for both people and the planet. That means considering everyone involved in the process, like the people who make our garments, the women who wear them, and the environment we all share. We see it as one big ecosystem, and we try to be mindful of every input and output in that system.

How do you hope the future looks with PROCLAIM? Are there any goals you have?

I think we’re really focused on continuing down the path we’ve been building. We've been very intentional about how we launch since PROCLAIM isn’t a fast fashion brand. We have a core collection that we truly believe in, and we’ve poured a lot of time and care into designing pieces we feel are just right. We want to keep creating essentials that belong in every woman’s wardrobe—pieces that are inclusive, with expanded color options and thoughtful innovation. For example, we recently launched the world’s first plant-based shapewear. Most shapewear on the market is made from nylon or polyester, which aren't great in terms of sustainability, or for your skin. Since shapewear sits so close to the body, we wanted to create something that’s not only eco-friendly, but also better for women’s health. A big part of our mission is continuing to fill those gaps in women’s intimates where sustainable and health-conscious options just don’t exist yet.

Have there been any major obstacles with starting your own business, and how have you overcome them?

I think one of the biggest challenges in the beginning was just getting people to take me seriously. I have more of a track record and reputation I can lean on being eight years in, but when I was first starting out I could sense the doubt when reaching out to suppliers and trying to find the right partners to bring this to life. There were moments where people didn’t think I knew what I was doing. I even had someone at a fabric mill say something like, “Oh, you’re just another influencer who thinks they can start a clothing line.” That kind of attitude is still out there sometimes, but I think what helped me push through was having a really clear vision of what I wanted to build and having an almost delusional confidence that I could make it happen.

Do you have any advice for women who are just starting out—especially those who feel like they’re also not taken seriously?

Trust yourself. You really have to believe in your idea, because there are going to be so many ups and downs. I feel like something goes wrong almost every day when you’re running a business, but being able to ride those waves and keep going is so important. Also, having a support system makes a huge difference. I've built a network of amazing women designers here in LA who I can turn to, whether it’s a supply chain issue or I need to source something for a certain garment. That kind of support system has been super helpful.

Was there ever a specific moment when you decided, “Okay, I’m going to take this seriously. I’m going to start this sustainable brand for women?” What really prompted you to take that leap?

I always knew I’d want to be an entrepreneur, but I was always a little hesitant. I’d say the turning point for me was after I climbed Mount Kilimanjaro. It was probably the hardest thing I’ve ever done both physically and mentally. I finished the climb way behind schedule and was totally exhausted. At one point I honestly didn’t think I was going to make it, but when I finally made it down the mountain, I remember thinking, “Nothing I do will ever be harder than this.” That was the moment. I came home and got serious about launching the business. Now PROCLAIM exists. Something that’s also always been important to me is how 90% of our garments are made in LA. Being able to have a close relationship with the people that work on our garments, and to be a part of this community of creatives here in LA has just been a great part of this journey.

Meet Jennie

Hospitality Branding Expert

Regional Brand Manager, The LINE Hotel

So what does your career as a brand manager entail?

I oversee all the brand and creative for these properties: our brand partnerships, brand events, the overall aesthetic, the smell, just the overall experience when you walk into the space and how that feels. That includes activations focused mostly on community and building community, providing third spaces. We're lifestyle-focused, so a lot of our programming is built around four pillars: health and wellness, food and beverage, music and entertainment, and arts and culture.

How did you first get involved in the hospitality industry?

It’s funny. I grew up in a home that was an open door for the community. We always hosted events, whether it was a holiday, a barbecue, or any kind of celebration. My mom welcomed people from all walks of life. I didn’t realize it was preparing me for what I do now until I started this work. I began in hospitality at the Ace Hotel in New York. I'm originally from New York, and everything just started to fall into place—my passion for creativity, community, food, sustainability—all of that led me to where I am today.

And how did you come to focus on the branding aspect?

I went to school for marketing. While working at Ace, I was on the front office/operations side, but it was a lifestyle space. We had parties in the lobby, art exhibits in the gallery, a strong food and beverage program. We partnered with different chefs and hosted special dinners. I fell in love.

Then I became interested in all our brand touchpoints: marketing assets, fonts we used, the stories behind partnerships. Sitting in the lobby, I learned that people are deeply passionate about connection and third spaces. That drew me into brand and creative work, realizing you could reimagine what a hotel looks like.

In cities, hotels can feel like resorts, full of programming and activations, but they're also spaces for people to rest. The lobbies are like living rooms of the neighborhood. I’ve seen strangers connect, form friendships, start businesses, even romantic relationships. Two people met at one of our events and recently got married.

Also, at Ace, we partnered with Le Labo. We had key cards and business cards sprayed with Santal 33. That scent became a part of the memory of the place. That made me think of Abercrombie & Fitch. You could smell it before you even walked in. So, those experiential elements—smell, look, feel, story, art on the walls—they all matter.

What is your signature style and voice when it comes to branding?

It’s really about turning spaces into stories, crafting experiences that connect people, celebrate culture, and feel deeply intentional. I thrive at the intersection of creativity and community.

I bring together artists, chefs, brands, and experiences to create moments people talk about the next day and the next. I want guests to leave with that nostalgic, unforgettable feeling.

Recently, I saw a post on Instagram where someone wrote, “Who knew I'd be in town and my favorite photographer was doing a talk at The LINE?” That person had an amazing stay and also got to attend an inspiring community event. That’s what it’s all about: people feeling seen, creativity meeting community, and building something through hospitality.

Can you talk about a big challenge you’ve faced recently and how you overcame it?

One major challenge—especially working in corporate—has been proving the value of branding work when it doesn’t have a direct or easily measurable revenue impact. My work focuses on community activations and long-term brand affinity, which aren’t always trackable through traditional metrics.

For example, we might spend $5,000 on an event, draw 1,000 people, but only make $4,000 in food and beverage sales. Some might question if that’s a success, but it absolutely is. You're building new loyalty, new customer bases, long-term impact.

I’ve had to build systems to track that, like following up to see if guests who came to the event also booked rooms, or returned later.

Another challenge is operational support. We wear a lot of hats. I source partners, do pre-production, help with execution. Having more support would make a big difference.

Switching gears a bit—you have a personal brand outside of The LINE. Can you talk about that?

Yeah! I have a brand called Co-Host. It's about reimagining hospitality as a form of storytelling through curated experiences, design, and cultural and local connections. I collaborate with brands, creatives, and communities to create gatherings that celebrate diversity and elevate underrepresented voices. I’m also a chef. Food is a love language and a universal language—we all eat. I cook most of the food for Co-Host events. It’s rooted in my Caribbean heritage and serves as a way to build my personal brand and merge my culinary journey with hospitality. I also partner with other hotels to bring these experiences to their spaces.

Of all the things you’ve shared, which passion came first?

I think they came together. My passion for food and community was rooted in how I grew up. My family is full of creatives—from quilters to graphic designers—and we’d gather around food and conversation. Branding came later when I studied marketing in college.

Can you describe a distinct childhood memory where you realized you were a community builder?

I was living in Brooklyn, and I started hosting events at my home. I wasn’t cooking much yet, but I’d invite my chef friends to prepare meals. I'd create little prompt cards with a couple of discussion questions. We’d talk while the food was being made. That’s when I realized I loved bringing together people from different walks of life to have meaningful conversations.

Also, I went to camp a lot and had friends from everywhere. I naturally enjoyed connecting people. My friends still say I’m the connector. I’ll say, “You have to meet this person,” and now those people are friends. That’s how my community has grown.

Where’s your family from in the Caribbean?

My mom’s family is from Barbados, and my dad is from Costa Rica.

And you grew up in New York?

Yeah, in Westchester.

What brought you to LA?

The pandemic. I just needed a change. I call it the “Great Migration.” A lot of us from the East Coast came to LA. I didn’t have a plan. I picked a date and moved. And I’m so glad I did. LA gave me space to grow and to really listen to myself and discover my purpose.

How do you hope to empower others through your work?

I want to show people, especially people of color, that creativity has no single path. You deserve to be in spaces where you may not have seen yourself before, whether that’s leadership, luxury hospitality, or lifestyle branding.

We define culture. We define hospitality. We belong at every table. I dream of owning a ski chalet. I love snowboarding and want a space in Aspen that reflects our culture. I want you to walk in and feel the presence of the African diaspora. I also want to build a hospitality group that centers community and culture. I want people to dream big, take up space, and keep pushing.

I want you to make that ski chalet happen! We need some flavor!

Yes! I’ve gone to Black ski group events. They’re beautiful. But I want to own the space. I want our culture infused into it.

LACY LOONEY

Pilates Instructor, private personal trainer, and founder of Laycilates.