Behind The Brand: Dreamland Lacquer

WE HAD A CHAT WITH NOELIE FROM DREAMLAND LACQUER ABOUT HER GORGEOUS POLISHES, ALONG WITH BAD SINGING AND GROCERIES.

NoelieTell us about your brand’s backstory

Let’s see. I’ve been into polish since the mid-90s, started a nail blog in 2011, and was active on the MUA nail boards. I started frankening in late 2011 when I ordered the color morphing pigments (aka Unicorn Pee) and a tiny quantity of holo pigment from More Nail Polish. When indies started to become a thing, but husband said, “You know what? You have an art background and you love crafty things. You should totally give doing this a shot.” And so I did. I opened Smitten Polish in May of 2012. We named it Smitten Polish because my husband thought it could be a good play on the phrase “spit and polish,” although literally no one has ever gotten his pun. In 2015 I tried to register Smitten with the US Trademark office, and my claim to the name was denied. I spent a ton of money and time trying to secure the name, and finally gave up at the end of 2015 and rebranded as Dreamland Lacquer at the start of 2016.

 

 

What is your brand best known for?

Dreamland is probably best known for holo microglitters. I’ve made them since all the way back in 2012, and I love them a LOT. I haven’t released any new ones in a while though, which is something I should probably remedy soon!

 

out damned clot.jpgWhat inspires you?

So many things. Sometimes it’s clothes. Or a random photo. Or a movie or a book or the sky or or or… it could be anything, really =)

What are your 3 favourite polishes that you’ve created, and why?

Breakfast at Luke’s, because it’s my favorite color and finish. Electric Lime, because neon green + rainbows makes me happy. Shoe Polish, which was a fan group custom – the inspo pic made me feel like I would never be able to match it, and I ended up so happy with the finished product.

 

Dreamland 3 edit.pngWhat are your 3 best sellers?

You Saucy Minx, Not Your Mama’s Easter Grass, The Search is Over.

Favourite part of your job?

Aside from creating new colors, I sort of really enjoy the minutiae of packing orders while listening to music and singing badly at the top of my lungs.

 

How do you want you/your brand to be remembered?

For moonbeams and rainbows and sparkles, of course! =)

Dreamland-Lacquer-Power-Ballads.jpg

 

AND NOW, THE FUN BITS…

 

If you were written about in the newspaper, what would the headline say?

Introvert leaves house, sees shadow, goes back inside!

 

lazy river.jpgIf you joined the circus, what would you perform?

I would be a clown so I could scare people and wear bright colors.

What would I find in your refrigerator right now?

Condiments, milk, cheese, eggs, and a lone zucchini. (It’s grocery night!)

 

Dreamland Code March 8

Code expires 11.59PM AEST Thursday March 15th 2018.

SHOP DREAMLAND LACQUER

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