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Deborah Reynolds’ arrival on the BVI fashion scene with the launch of UMI Fashions almost 30 years ago, ushered in an era of fun, attainable style, vibrancy and body positivity.

As I step inside UMI on Road Town’s Waterfront Drive, I’m drawn to rails of beautiful garments – a sheer kaftan in the deepest of green, a soft white off-the shoulder gown trimmed with feathers and an aqua blue fringed cover-up. My eyes dart to the rear of the store, to a striking display of silk scarves, expertly layered.

Deborah arrives for our interview (note to self: must return to browsing racks later to select my gown for the upcoming Oil Nut Bay White Party).

Stylist – Deborah Reynolds Creative Director – SaFrika O’Neal Model Director – Gilda Richardson Videography – Jermaine Baltimore Assisted by – Debby Ajani, Dekoya Quammie, Wanda Mae Malone Models – Beyonce Moore, Briana Henley, Damion Grange, Henrietta Alexander, Natasha Chalwell, Sarah Bruce Thanks to – Sandra & Nicolas, Scrub Island. Beyonce wears orange Metamorphosis two-piece pants set.


She mentions that she has spent the morning styling her sister, Lorna, after waking at 5am to take a cross-fit class. All this before I have had my first morning coffee!

Deborah’s style is vibrant and confidently puts a stake in the ground – “I am woman, hear me roar!” – today she rocks a pair of white linen palazzo pants, a sheer, over-sized orange shirt, a peek of the brightest hue of yellow and a silk headscarf that pulls the whole look together effortlessly.


“Personally curating looks for individual clients and for the store gives me great joy and it is one of the things I love most about my job. I travel to see the collections in person and then hop on Facetime with the clients to show the pieces that I visualise them wearing” says Deborah. “I don’t do cut and paste!” she laughs.

Originally inspired by international fashion shows by well-known designers, Deborah put her own fashion shows together starring everyday people and these shows continue today, such as “UMI Live at 5”.

“UMI fashion is attainable for everybody. I wanted the people modeling the clothes to be the real people who wore them, in a realistic setting” she tells me. “Not only that, but the shows are a lot of fun and really bring the community together” she says.

As we finish up our talk, I’m already booking Deborah to dress me for that white party.

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