BLE NEW EXHIBITOR SPOTLIGHT: Dominique Vari

The Belgian artist is set to launch two new brands at Brand Licensing Europe this year.
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Dominique Vari is still working four days a week in a company as a brand and creative director while she launches her art and design brands at BLE.

Alongside her career, which she has 20+ years of experience in, Vari has always been a keen artist. When she moved from Belgium to London, a lack of space forced her to use her computer as her canvas and this in turn led to her creating a unique and unusual brand of digital art.

She explains: "Having graduated with distinction in Typography from La Cambre in Brussels and drawing on my background in branding and advertising, I quickly understood that being different was the key to success. Good, distinctive and relevant design will add value to any product and its brand."

Two years ago, when the recession hit, Vari decided to start to work on a commercial brand using her art and design.

Vari comments: "I realised that it was time for me to concentrate on what I really enjoy doing - creating and innovating. I went back to the source: my passion for images and words.

"Since I can remember, I have been using words and images to create personal artworks to celebrate special events for friends and family. This is how Wild about Words was born."

Vari's first licensee, CardMix signed up at the end of 2009 to launch a greetings card range for Wild about Words. The line included nine birthday cards for boys, nine for girls and 12 occasion cards.

In May 2010, the latest property, Rubies in the Dust was launched. This line features recycled frocks made of all sorts of rubbish and celebrates women's love affair with fashion.

Both brands will be on show at BLE, with samples of the licensed greeting cards and illustrations of possible licensed products. Vari is hoping to sign deals in a wide range of categories, including stationery, homewards, bedding, apparel, travel accessories and prints.

She continues: "With a background in sports, I'm very keen to develop my design in the sport industry from merchandising for sport club fans to team equipment."

Vari hopes to make new contacts and establish her brands as licensed properties at the show. She concludes:

"Being new to the world of licensing and having no contacts in that field, I believe that exhibiting at the BLE will help me to create awareness about my brand and properties and to create interest for licensees."

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