My Journey To Luminora™ | How It All Started

With the launch of luminora™ fast approaching, I’m constantly being asked:

“how did you make the leap from being an attorney/wife/mother to becoming a fashion designer?”

While the design is an important aspect of my new business and a great creative outlet, it is only a small piece of the puzzle I’m privileged to work on daily.

My biggest challenge is finding ways to create a business that is innovative, socially responsible, and serves a greater need for women all over the world.

I also don’t see myself as a fashion designer, but rather as an advocate for health-conscious women who value freedom, self-expression, authenticity, and cultivation of joy through travel and new experiences.

As a wife to a skin cancer surgeon, with a passion for travelling to beautiful sunny destinations, and a love for outdoor exercises, I found an important fact!

My lifestyle was in conflict with science linking sun exposure to skin cancer, discoloration of the skin and premature ageing.

According to the skin cancer foundation, this year an estimated 5.4 million cases of skin cancer will be diagnosed.

If you can't imagine how huge it is: 

This is more than all new cases of lung, breast, colon, and prostate cancer combined.

Exposure to Ultraviolet (UV) rays from the sun or tanning beds is the main risk factor for skin cancer. The scientific evidence is so clear that the World Health Organization (WHO) recently classified UV radiation as “carcinogenic to humans”, similar to tobacco.

A mom to active boys, I sought ways to protect myself and my family from the harmful effects of the sun without having to give up our outdoor lifestyle.

I found myself constantly searching for the best sunscreens and clothing in order to minimize the risks associated with excessive sun exposure.

And finally ...

I realized that clothing is the best form of defence from harmful UV rays.

UV protection clothing provides continuous protection throughout the day, does not wash off or require reapplication, and helps minimize exposure to chemicals found in some sunscreens.

Sun-protective fabrics are rated using the Ultraviolet Protection Factor (UPF). It indicates what fraction of the sun’s UV rays can penetrate the fabric.

For example:

A shirt with a UPF of 50 allows just 1/50th of the sun’s UV radiation to reach the skin. As such, 98% of the sun’s harmful radiation is blocked by the fabric.

To my surprise, I found that my comfortable linen T-shirts only had a UPF of 5, and my flowy silk dresses, a UPF of 10, exposing to sunburn.

While preparing for a family trip to the French and Italian Riviera, I found myself struggling with packing the appropriate clothing.

I envisioned wearing my beautiful linen and silk dresses while exploring the scenic European coastal cities and dining at cozy outdoor restaurants. But I found that these garments did not offer optimal sun protection, wrinkled easily and needed to be dry cleaned.

On the contrary, my denim shorts and polyester T-shirts, while easy to travel with and sun protective, were not breathable, quick drying or comfortable in hot climates.

My search for the perfect sun protective apparel leads to my realization that nothing on the market adequately combined my practical needs with my desire to look and feel beautiful.

This realization led to the birth of Luminora ~ a lifestyle, luxury brand of UV protective clothing for women who value freedom.

Freedom to live, travel and explore the world worry and guilt free. Freedom to want it all, without risking it all!

The name luminora™, derived from the Latin word Lumin (light) and the Greek word Dora (gift), means the “Gift of Light“.  True to its name, here at luminora™ we believe the sun is not to be feared, but a gift of light to be enjoyed and embraced thoughtfully.

The initial challenge I encountered in creating my first capsule collection, was finding a fabric that is not only functional but also luxurious.

My search for the optimal fabric led to the discovery of Luminology Technology™ ~ the process in which the yarn of the fabric is infused with an all natural plant-based oil

By this process, fabric acts as a natural UV protective and an anti-microbial agent that is UPF 50+, blocking 98% of harmful UVA and UVB rays.

Unlike traditional functional fabrics coated with chemicals that lose their qualities over time, our proprietary Luminology Technology™ retains its high UPF and antimicrobial properties wash after wash.

This unique fabric has allowed me to merge science and style to create UV-protective clothing for active women who want the freedom to travel, explore and enjoy moments in the sun without jeopardizing their youth or health.

I look forward to writing more blog posts about my travel experiences and to share with you new and better ways to protect your skin, youth and overall health while exploring new, sunny destinations.

Until next time...enjoy your moments in the sun!

Azi