Build A Lifestyle Brand with Jackelyn Dacanay

April 11, 2018 Pat Osborne


Kim Dawson interviews Jackelyn Dacanay, the Founder & Creative Director of THE ART OF FATE, where they discuss how to build a lifestyle brand online. Jackelyn shares her experience of launching and building her mission-driven company, which includes her approach to marketing, branding, revenue generation, bootstrapping and much more. If you are trying to build a business online, this interview will give you the tools and tips you need to be successful at it.


Jackelyn Dacanay is the founder and creative director of THE ART OF FATE, an online market for conscious fashion, clean beauty, and wellness. She holds a Merchandise Marketing degree from The Fashion Institute of Design & Merchandising in Los Angeles, CA, where she began working for luxury fashion house Henri Bendel. She moved to NYC after graduating and became one of the top 5 sales stylists at Henri Bendel’s 5th Avenue flagship store. Working in the heart of the fashion industry gave her a new perspective on the lack of social and environmental responsibility within mainstream brands.

She reached a breaking point towards the end of 2014 and decided to move back to her hometown in Rhode Island to build a new fashion brand founded on the values of environmental awareness and social good. Within three years, she has grown the brand from a jewelry line to an online marketplace for conscious fashion, clean beauty, and wellness. She has supported over a dozen mission-based and female-owned businesses focused on sustainability and zero-waste with plans to expand into Men’s Skincare and Secondhand/Vintage Clothing.

As of January 2017, THE ART OF FATE’s business partnership with Vermont based non-profit ONE TREE PLANTED has helped reforest over 400 trees throughout California and Oregon in areas critically impacted by wildfires. Her mission is to spread awareness on environmental issues in the fashion industry and building a community that supports passionate social entrepreneurs using sustainable practices to help solve global problems.