Lights, Digital camera and Style with SONAS in Fairfax

Style is essential—it’s intrinsic to self-expression and first impressions. 

In Marin, one man is bringing his skills to bear to make sure now we have what we have to put our greatest, most well-dressed foot ahead.

Gerry Kelly is the proprietor of SONAS, a stylish but comfy high-quality clothes boutique situated in Fairfax. The gadgets bought at SONAS vary from traditional, impeccably tailor-made staples to daring assertion items with a novel attract excellent for personalizing one’s wardrobe. Whether or not prospects are available in search of a date night time ensemble, one thing to put on to Burning Man or only a day-to-day outfit that represents their character and suits like a glove…properly, Kelly has it coated.

“I’m within the individuals enterprise and simply occur to promote garments,” he stated. “However I’ve all the time been into vogue since I used to be a child. I liked going to classic shops…and discovering distinctive stuff.”

Kelly might have moved to Fairfax not way back, however in a couple of quick years, he has taken his store from a modest however rockin’ farmers’ market stall to the full-fledged boutique that SONAS is at the moment. Though he initially hails from Dublin, he has quick change into the beating coronary heart of fashion within the Fairfax neighborhood. His people-forward strategy in vogue, enterprise and life has created an enduring, constructive impression that makes SONAS an epicenter of fine vibes that spreads and ripples out into the world.

He describes his model as “timeless and traditional with an edge” and with greater than a touch of rock ’n’ roll. The store’s identify, SONAS, comes from the Gaelic phrase for “happiness, success, prosperity, luck, success, felicity and bliss.”

One of the thrilling points of a go to to SONAS is Kelly’s iconic Earlier than/After vogue do-overs. Those that wish to see and expertise a drastic change of their wardrobe (or the wardrobe of somebody they love) can come on right down to Fairfax. They only want to arrange to see the distinction well-fitted, high-quality clothes styled to at least one’s personal tastes could make.

Above all else, SONAS and its employees are targeted on the nice and cozy and welcoming environment of the store itself. Whereas the clothes and niknaks are assured prime quality and swimsuit a various vary of tastes and genders, the mixture of vogue and friendliness is what units SONAS aside. And, as a self-professed man’s man, Kelly goals to make purchasing and styling a snug and pleasing expertise for males who in any other case might not discover it to be a very welcoming exercise.

No animal merchandise are utilized in Kelly’s clothes line, partly as a result of his spouse, Christine Kelly, is an animal rights legal professional. Kelly describes his spouse as his largest supporter, so guaranteeing his model line is cruelty-free solely is sensible. The one exception to that is the “re-loved” leather-based gadgets, principally sneakers and boots, which provides already current wearable animal merchandise a second likelihood.

So, what can Marin’s residents anticipate subsequent from Fairfax’s vogue man? Properly, his vogue plan!

“My large objective for this shifting ahead is constructing neighborhood right here in Marin,” stated Kelly. “I really like Fairfax. There are many cool, fascinating individuals, and our retailer has change into a little bit of a neighborhood heart…particularly with the events, that are a enjoyable option to collect a extremely distinctive, numerous crowd collectively in a single place. We’ve been throwing these for the reason that starting.”

“Final 12 months, I acquired the concept to do Marin Style Week,” he added.

Kelly’s thought for a vogue week hit the bottom operating as a grassroots motion to get the celebration began proper right here in Marin. However to maintain issues easy, he and his entourage of helpers determined the inaugural occasion would do greatest as one gorgeous night time celebrating high fashion.

“And that was the start of Marin Style Evening,” stated Kelly. “[My community] took my imaginative and prescient to the following degree, and I’m simply so fortunate for that.”

The primary annual Marin Style Evening happened on Oct. 5 on the Presidio Yacht Membership in Sausalito. Visitors had been greeted and granted entry to what quickly turned essentially the most well-dressed celebration Marin had seen in fairly a while. 

With the backdrop of the Golden Gate Bridge lighting up the skyline, company mingled, sipped on drinks and loved the waterfront view whereas ready in anticipation for the style present to start. Within the meantime, one may go browse the stylish assortment of garments and equipment on show. Or they might merely admire the best-dressed visitor, a pleasant canine sporting a tutu (very en vogue).

After everybody had an opportunity to fulfill, greet and benefit from the top-notch vibes, it was time for the style present. Skilled and unbelievably stunning fashions strutted their completely curated outfits down the catwalk. And so went the primary vogue present of many to return right here in Marin. After the primary occasion, extra leisure got here within the type of fireplace dancers who twirled in time to the reside DJ’s tunes properly into the night time. Not a single vogue fake pas was current on the occasion, and the vibe was immaculate but fully unpretentious.

“There’s positively a couple of individuals I wish to thank,” concluded Kelly. “My loving spouse, Christine Kelly, for her unwavering perception in me, and all of the wonderful meals she ready. Our inventive director, Stacy Messerschmidt, for all of the late nights and early mornings working with me on our stellar branding. Challenge supervisor Claire Schuur, the operations queen, who helped execute on all the pieces.”

As well as, Kelly thanked “vogue present director Charleston Pierce, for taking this occasion to the following degree.   Lawrence Batterton, for all his assist from day one. Head stylist Michelle Moquin and her assistant. Jonathan Gaines, who made everybody look stunning on the night time. Our great emcee, Tana Inskeep. And all our wonderful mates who volunteered to make this night time so memorable.”

Subsequent 12 months, Kelly hopes to make for an much more memorable Marin Style occasion lineup, with a sublime red-carpet rollout at some point and a hopping celebration the following. He even has a imaginative and prescient for an afterparty to maintain the well-dressed company dancing, chatting and stunting/strutting their stuff so long as they need.

After dressing the residents of Marin to the nines, Kelly might very properly roll out his traditional but edgy rock ’n’ roll model motion to the remainder of the world. As he stated, “Assume world; begin native.” However earlier than that occurs, Kelly has his sights on bringing the North Bay a style of his nice sense of fashion, a way of togetherness and (in fact) an all-together nice and classy celebration.

These in the neighborhood who wish to keep up to date on future Marin Style Nights and the SONAS clothes line can be part of the mailing record. 

Go to sonasdenim.com or come on right down to 10 Bolinas Rd. in Fairfax, and get began on turning into a neighborhood vogue icon.