Today we’d like to introduce you to Joëlle Paquette.
Thanks for sharing your story with us Joëlle. So, let’s start at the beginning and we can move on from there.
It’s funny, because until the age of 20 years old (I’m now 28), I was persuaded that I was going to be a fashion designer. I was seven and I would carry around a sketchbook with me in which I drew clothes I imagined Betty & Veronica wearing or rethinking the Spice Girls’ wardrobe. During high school, while most people didn’t know what they should apply for in college, I had it all figured out. I would study Fashion Design in Montreal, then move to London for a university, and then become a successful fashion designer for some super famous fashion house. Spoiler alert: it didn’t go according to plan.
I studied Fashion Design in Montreal at Lasalle College (so good, so far), and then applied to Central Saint Martins in London (that’s where Alexander McQueen and Stella McCartney studied) for a short course to test the waters before applying for the actual bachelor degree. And that’s when everything fell apart. In terms of fashion, Montreal is a very commercially-oriented city, whereas London’s fashion is way more eccentric, sometimes even closer to art than actual clothes. The problem is that my brain wasn’t wired for that kind of fashion design. At Lasalle College, I was amongst the best students, but when I arrived at CSM, I was one of the worst. Not creative enough. Not free-spirited enough. Not bold enough. In the span of three months, the confidence I had accumulated over the past 15 years just vanished.
So, I came to Montreal after finishing my short course, not knowing what would be my next move. Not long after, I bumped into a friend at a magazine launch and she offered me a job as a Photo Research Assistant at one of the major lifestyle French publications in Quebec, so I took it. About two years in, since my interest in fashion was obvious, I was asked to write a couple of pieces on style. And that’s how I started my journalist and blogger career. I didn’t study Journalism nor Communications, but I learned from amazing editors. I was totally suffering from the impostor syndrome, so I worked REALLY hard to deliver articles that I sometimes felt like I lacked the tools to write them. “Fake it ’til you make it” really applies here. I stayed at that magazine for about five years and then went freelance. I’ve since launched my blog VeryJoelle.com, which focuses on fashion, beauty, and lifestyle, and have written for all major Quebec fashion and lifestyle publications.
Has it been a smooth road?
If I look at the big picture, I can say that my career path is going upward. However, if I look more closely, it’s been far from smooth. My biggest struggles have always been a by-product of self-doubt. Starting with feeling extremely insecure about the idea that a major publication could trust me in writing a 1200-word article when I have basically no training in journalism (other than knowing fashion top to bottom). For a long time, I feared that someone would see right through me and figure out that I couldn’t write. But that day never came, thankfully.
Another major source of stress also comes from the fact of working freelance. I tend to always give more than the client wants and say yes to almost everything, in case I might be out of work next month. Thankfully, this has never happened, but some months are definitely quieter than others. And since I hate it when I’m not busy, I don’t see that free time as “time off” but as an “oh my god, that’s it, my career is over, people are tired of me, I should look for a 9-to-5 job.” Then, a couple of days later, work picks up again and I work 70 hours a week and I want to pull my hair out.
Finally, another recent struggle of mine that also doubles up as a piece of advice, is finding the “why” behind everything I do, especially when it comes to my blog and social media. There’s so much noise on the internet, superficial content, click-baiting posts; all done in hopes of attracting as many views and likes as possible. Over the past few years, I’ve realized that I need to produce content with a purpose to feel fulfilled, proud, and inspired, regardless of the views and likes. Mine is mostly focused on promoting local and ethical brands, personal creativity and women empowerment. It’s not always easy to motivate yourself when you’re your own boss or when you’re in a financial slump, but all that becomes easier if you feel like you’re defending and sharing a solid set of values.
As for a piece of advice, I can not tell enough is: when you’re starting out, say yes to (almost) everything (even if it’s unpaid – experience and contacts are everything), be nice (that one goes for your whole life), and work super hard. Especially in the creative field, most jobs are given based on recommendations or from word-to-mouth. If you do good work and keep up a positive attitude, good things will come along.
We’d love to hear more about Very Joëlle.
Anything that has to do with fashion, I take part in! Haha, it’s a bit of an exaggeration, but not really. I mostly write as a journalist for different publications and my own bilingual blog VeryJoelle.com (French/English), but I also sometimes work as a stylist and model. I’ve even done recently some consultancy for a new eyewear brand to help them with their designs. I’m a very creative person and that creativity can take many forms.
I’m really proud to say that, over the years, I’ve come to be known for my knowledge in local and ethical fashion. I got interested first on a human level. After meeting many Montreal designers and even developing amazing friendships with some of them, I’ve become extremely interested in their creative process, but also the struggles of producing locally and responsibly. Promoting socially and environmentally conscious brands have transformed into a real mission of mine.
What do you feel are the biggest barriers today to female leadership, in your industry or generally?
Fashion and lifestyle publications are mostly female-run, so I have the chance to be working on a daily basis with incredibly inspiring and strong women. Every editor in chief of every magazine I’ve ever written for has been a woman. However, who owns the publishing company that hosts that magazine? Most likely a man. Same goes for fashion houses.
I think like women, and from what I’ve heard from fellow colleagues, we have a hard time setting our value, communicating it and not being apologetic about it. I think that’s part of the reason why so little women are appointed in CEO jobs, in addition to gender inequality. I read recently, and I can’t remember who said it, but it went along the lines of: “We will have truly reached gender equality when an incompetent woman will be hired instead of a competent man.” It’s weird to say, but so true.
Contact Info:
- Website: veryjoelle.com
- Email: info@veryjoelle.com
- Instagram: @veryjoelle
- Facebook: facebook.com/veryjoelle
Image Credit:
Melika Dez, Benoit Essiambre, Au coin de la rue and Naomie Tremblay
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