Meet Evereden’s Art Director from Miami. As a mother of two, she puts care into everything she does.
Alejandra Ferreyros is Evereden’s very own Senior Art Director and Evermom. After working for brands like Calvin Klein, Moda Operandi, Outdoor Voices, True Botanicals, and more – Alejandra serendipitously worked on a project at Evereden before joining the team full-time.
We caught up on everything from her postpartum experiences to juggling her projects and passions.
Alejandra – we all have the privilege of experiencing your talent through the Evereden brand everyday. Tell us a bit more about your beginnings as a designer and art director.
I studied art as an undergraduate and received my MFA from the School of the Art Institute of Chicago. While I was in school I interned at the Museum of Contemporary Art under a renowned Design Director who really inspired and trained me in a way that is not taught in school. I got my first full-time job at Nasty Gal in Los Angeles during the height of the Girlboss era.
It ended up being one of the best learning experiences. It prepared me for all my future jobs. The experience of working in a fast-paced, high-growth, digitally native brand with a visionary female CEO was invaluable. I have been fortunate to have worked for many visionary, female founders and CEOs who prioritize creativity and push for building an innovative brand.
After Nasty Gal I moved to New York and freelanced for Calvin Klein and Moda Operandi, then I worked in-house for Outdoor Voices. My time at Outdoor Voices also shaped me immensely; to have been a part of a brand before they were a household name and then to be a part of their massive growth was amazing. I was later approached to help launch a new brand which ended up being Savage X Fenty, which was my first opportunity working for a global brand pre-launch. Afterwards, I worked for True Botanicals and freelanced for various other brands.
After I had my first son, I was approached to work for Evereden on a project. It was really serendipitous because as a new mother I was so immersed in everything mom and baby and to be able to apply that creatively was really fulfilling. My relationship with Evereden evolved organically and our partnership continued to grow, and eventually, I joined the in-house team.
What is your day-to-day like here at Evereden?
I am responsible for all the U.S. creative for the brand, shaping how the brand looks and feels across all channels including retail, digital, social, and print. One of the things that I love about my job is the range of types of projects I get to work on. I could be designing the website or directing a photoshoot or type-setting a print piece on any given day. I love collaborating with different illustrators, photographers, artists, and designers.
What does being a mom at Evereden mean to you?
I have two kids. My first, Jaime, is two and half years old, and my second is named Nico and is just eight months old.
Being a mom at Evereden is very special. One of our brand values is “Care,” and our products are expressions of devotion and care. Everyone that works here puts care into everything that they do; that’s the common denominator.
Being a mom is also “care work,” so it is really meaningful to be able to work for a brand that shares my values.
What is the first word you think of to describe your experience as mother?
Wonder. One of the best things about having kids is re-experiencing the world through their eyes. I love seeing how they react to things that we take for granted. For me, I also felt a sense of wonder and awe when I realized what my own mother went through and how much she sacrificed for me.
How do you balance your passions and your projects and raising a family?
I am so lucky to have such a loving and supportive husband (and full-time, stay-at-home dad) who encourages me to prioritize myself and take “me-time.”
What was your postpartum experience like?
With my first son, it was difficult because – after pushing myself to the max that my hospital would allow – I ended up having an unplanned C-section. I was not prepared mentally for such a major operation, and it definitely is not how I had imagined my first delivery would go. It took me a while to process what happened afterward, and I feel like I didn’t get to enjoy those first moments with my new baby. With my second baby, it was much easier, I knew what to expect.
How do you hope that the role of mothering will change and evolve in the generations to come?
I hope that the idea that you need to give up your identity, ambitions, or desires to be a “good mother” disappears in future generations. I hope that, in the future, our government respects mothers and families and provides paid family leave and lowers the costs of childcare.
What are some of your self-care rituals?
I live in Miami, so I love to go on walks outside in the sun. I also love using our baby massage oil as a body oil on myself after the shower at the end of the day. I am eight months postpartum and still use our Golden Belly Serum. It has become a part of my permanent routine now.
What advice would you go back and give your pregnant self?
Enjoy your sleep and peace and quiet because once your baby is born you wont get a good night’s sleep for a while!