Publications & Interviews – Cemeli/ A Fashion Company Based in NYC

Meet Joanne & Sonia | Two Sisters Revolutionising Fashion with their Brand

DGRwear sets the paradigm of how a slow fashion modern brand should navigate the industry. Based in Greece, it’s a company that produces 100% handmade clothes and accessories with high quality materials and techniques. Introducing Joanne and Sonia, two sisters aiming to revolutionise fashion via their fresh brand vision.

Please tell CEMELI followers a bit more about yourself and how the brand came about?

We are two sisters born and raised in Greece. Joanne has a background on psychology, communications and strategic management and Sonia on mechanical engineering, product and project management. Our passions combined are: the sustainability mindset, mindfulness, yoga, meditation, ethical fashion, nature and music. When we were young we made handmade jewellery for our friends and ourselves. Fast forward, we are now designing handmade jackets, coats, scarfs and bags. All DGRwear products are made in Greece and managed from the USA where we are studying and working.

Please tells us about how your designs came to represent something extremely bold and hopeful amid these uncertain times (pandemic etc..)?

Hope dies last. Our colourful designs and cozy textures allow our customers to feel warm and stylish while being patient and hopeful for the future. Through our social media, we try to raise awareness of the importance of sustainable fashion and the increased knowledge on the issue during these last months. Customers are getting more familiar and companies are incorporating sustainable practices, so we are hopeful for a more sustainable world and want our designs to manifest this at every stage.

 What was the inspiration and vision behind your designs?

Nature. We get inspired by plants and animals. From our “Owl” coat, “Hedgehog” Handbag to our “Leopard” bracelet and “Turtle” logo, we believe that nature can teach us incredible lessons and provide us with endless creativity and inspiration. Our passion for creating something authentic, made with love, and by hand is found behind every DGR creation. Our turtle logo represents slow but steady growth.

Sustainability and responsible sourcing are a strong priority for CEMELI and also for the world nowadays. What steps do you think the fashion industry needs to take to become more sustainable?

The industry has to become more accessible to new designers that may not have the typical “fashion school” knowledge, but have passion and a strong sense of ethical responsibility towards people and the planet. Governments have to play a crucial role in creating laws and regulations that support a sustainable fashion industry.

How are your designs favouring sustainability?

DGRwear encourages customers to “buy less, choose well, make it last” as the famous designer, Vivienne Westwood has said. DGRwear products are made carefully and with love. Our products guarantee longevity. DGR believes in slow fashion and normalises the repetition of the same outfits. We design products with classic and endless style. We also offer the option of customization and provide alterations and repairs that vary from a loose sleeve or fixing a hole, to a more substantial change of the jacket’s old sleeves or the bag’s strap (in the same or different colour). We don’t believe in using machinery that can be harmful to the environment. We want to keep the Greek tradition of knitting alive. Our knitters have learned the craft of knitting from their mothers and grandmothers. As our knowledge of sustainable practices increases, so does our vision for DGRwear.

What has been the most surprising thing that you have learned about running your own business during such challenging times?

We would say that we do not regret not investing in physical retail stores worldwide. Retail will never go back to the way it was and now new brands have to learn to establish themselves solely with an online presence.

If you could describe your brand in five words – what would they be?

Authentic, Handmade, Ethical, Biomimicry, Longevity  

How do you envision your ideal customer?

A woke human being, a conscious consumer. A bold, agent of change that wants to make a statement by shopping responsibly.

How do you feel about being featured at the online CEMELI boutique?

We are very grateful to be part of a community of Greek female entrepreneurs that never want to give up. We believe in the mission of CEMELI and are honored to be featured at the online boutique.


Read the whole interview:

Publications & Interviews – Pace University / Lubin School of Business

Zip-lining for three hours straight requires a lot of courage and focus – so does being an entrepreneur, moving across the world for a graduate degree, and starting a student club on campus. Joanne has done all of these things and even more, proving that she is a go-getter. As an international student from Thessaloniki, Greece, she has taken full advantage of various Lubin-oriented opportunities and services, including our Graduate Assistantship program, guest speaker events, and the Entrepreneurship Lab. 

You got your BA in psychology and communications. Why did you decide to enroll in business school and why did you choose Pace University for your master’s degree?
I realized that I needed some more business skills and exposure to business concepts to understand my professional path after college better. I found that Pace’s location is ideal for me since it is close to the headquarters of some of the best companies in the country. Pace also has a great alumni network, which I am looking forward to joining once I graduate! 

You have a passion for entrepreneurship and sustainability. Tell us about where that journey started and the business that you’ve created by combining the two.
While I was attending high school in Greece, I spent my summers in the USA. I got to participate in multiple summer programs on sustainability and entrepreneurship. I was fascinated by the complexity of businesses and the importance of sustainable practices at an early age. Inspired by my love for fashion, I started a company called DGRwear in 2017 with my sister. We are now using the company’s social media platforms to educate people on sustainable fashion. Our company focuses on creating 100% handmade clothes and accessories made in Greece. 

This journey has allowed me to meet amazing people worldwide that use fashion as a platform to make a change. I was also the COO for Fashion Revolution Greece in 2020-2021, a local chapter of a global organization that works towards making the fashion industry more sustainable. While working there, my team and I built the first sustainable fashion school in Greece for the summer of 2022.

Tell us about your experience at Lubin; what resources have you been taking advantage of here?
Although I started my first semester virtually, I managed to gain plenty of experience at Lubin. First, I became a graduate assistant and had the honor of working with Professor Tarique, a professional I admire very much and from whom I have learned a lot. I have attended various online events with great speakers and alumni hosted by Lubin or student organizations. The Entrepreneurship Lab is always putting together amazing events, too! Lastly, for me, the alumni connections have been a great highlight this past semester. Through the Pace Mentoring Program and reaching out to alumni directly by utilizing LinkedIn or being referred to them by Pace’s staff, I have met inspiring and motivating alumni who want to give back. 

What has it been like to start a brand-new graduate student organization on campus and what are the club’s goals?
I like creating community wherever I go; connecting with like-minded individuals always motivates me and helps my vision grow. I had started a club at my high school called NGSW (New Generation Sustainable World), and that experience gave me the confidence to create something similar at Pace. With the encouragement and help of Professor Tarique, I founded the Strategy and International Business Club (SIB). I am very grateful to the executive board we have formed for this organization. We have bonded very well and are continuing strong this semester! The club’s goals are to provide a safe space for students to interact, debate, and discuss current topics on a global scale, from the pandemic and globalization to sustainability and the legalization of marijuana. This semester we have planned more networking events, and we are very excited to welcome more people to join us. 

What are your future goals for your career?
Eventually, I want to work in international business, give back to my country and to people in need, and always strive for a more equal world. 

What does #LubinLife mean to you? 
#LubinLife is the New York City experience, a multicultural adventure filled with high energy and vibrations. 

Watch full interview –

Publications & Interviews – Interview on Page Magazine by Daniela Culinovic

Millennial Women run a sustainable company
Millennial Women run a sustainable company

The classic of ancient Greek literature, the Odyssey, stresses that a journey is more important than the destination. If we think about sustainability as an Odyssey, the journey and the destination are equally important. We see the destination in our minds, conceptually, but what we experience is the journey, with many ups and downs. But what is a journey without a challenge and how do we navigate the rough waters?

Two Thessaloniki-born female millennial entrepreneurs, Joanne Mantzouridou Onasi and Sonia Mantzouridou Onasi took the challenge and started a journey with their clothing and accessories brand, Delicate Greek Green Wear (DGR) which specializes in 100% handmade jackets, coats, and handbags, featuring traditional Greek macrame technique that design-wise are inspired by nature. Joanne Mantzouridou Onasi shares the brands’ journey and purpose with me in a Zoom conversation.

knitted coat midnight blue
knitted coat midnight blue

DGR is envisaged not only as a fashion enterprise but also as a collective to shift the mindset of the current consumer culture to more conscious purchasing options and to educate people about sustainability and slow production. The brand does so humbly and mindfully.

“For us, it is very important to be humble and open to criticism. We don’t identify ourselves as experts, because we constantly learn. We want our customers to be a part of our journey, our co-creators, therefore, there’s no such thing as “us” (the brand) and “them” (the customers)”, says Joanna.

The brand embraces three aspects of sustainability: the business, the social purpose, and the care for the environment. From a social standpoint, the brand collaborates and employs highly-skilled artisans in need of work and women who know the Greek tradition of handmade clothes. Environmentally, DGR produces no waste. The materials are sourced locally, in Greece, which minimizes the emission of CO2 which would be required if the materials were transported from elsewhere.

knitted jacket in pink
knitted jacket in pink

All products are custom handmade, and they do not require operating machinery, which additionally saves energy. However, the use of colors in dyes is not entirely sustainable, and, as Mantzouridou Onasi says, “I’ll be honest with you, we keep trying to produce no waste and to be as sustainable as possible, but we’re not there 100% yet. It is a part of the journey”. Business-wise, the brand promotes circularity, which shows up in several domains of the brand.

DGR promotes a “sustainable mindset”, which is making ambitious and long-term decisions that promote the longevity of the business and the product. This can only be achieved by implementing circularity into the business DNA of the brand.

First, there’s circularity concerning tradition. The pillars and inspiration behind the brand are Greek women. They are strong, enduring and they carry history on their shoulders. As it is a part of Greek tradition, Greek women learn from their grandmothers, who weave the fabrics to be passed onto their daughters on their wedding day. Joanne and Sonia are no exception to that.

crochet bags
crochet bags

They received the garment-making skills from their grandmother, and they hope that the tradition weaved into their brand will serve as an inspiration for other potential female entrepreneurs in Greece.

When it comes to DGR fashion, tradition also means originality and value; it adds distinction to style and makes a purchase purposeful and a joyful experience. To keep the tradition going, the hope is, if the brand gets bigger, to implement a mentoring program, where the currently employed artisans would mentor the incoming ones.

Apart from tradition-sharing, circularity can be observed in the way the brand “promotes” itself. “We want to challenge the common perspective in social media and in marketing, where the way you look is never good enough. Since we are creating an enduring style wearable more than once, we don’t believe in classic advertising. Instead, we believe in word-to-mouth advertising: we provide something of value for you, and you share your experience with your friends. In this way, we constantly learn and educate, as well.”, explains Joanne.

woven bracelets in shades of blue
woven bracelets in shades of blue


DGR fashion is an experience, so it comes as no surprise that “consumer” is not a satisfactory term for someone who shops the brand. The word “consumer” evokes a person who mindlessly accumulates goods without necessarily thinking about their value. A person who thinks about the consequences of their purchase as well as its value, in a way, “collaborates” with the brand. This is particularly evident with smaller brands where each customer is more than just a number. “For us, the customer has power, and what they say makes us think about how we do our business”, adds Joanne Mantzouridou Onasi.

So, what are the main characteristics of the DGR “collaborator”? It is a person who wants something different and who wants to be stylish, and, sometimes, a bit eccentric. For instance, the DGR coat is a garment and an accessory at the same time. The key is in minimalism: wear as little as possible, wear it easy, but make the most of it. Additionally, the clothes are inspired by the Greek culture, so if you love Greece, but haven’t been there yet, DGR fashion will give you a taste of this historic cradle of the European culture.


One of the problems of fast fashion is the need for instant gratification, which is what clashes with sustainability values. The sustainable mindset, on the other hand, goes for saving money in the long run by investing in a piece that will last long. The external beauty, in Joanne’s view, is overrated. “European culture places a lot of emphasis on how one looks. And the capitalist-oriented businesses thrive on this because their main goal is profit, which they enhance by projecting “You’re not good enough” messages in the media”, explains Joanne. Instead, she continues, “empowering women to go back to the basics, to educate themselves about the organic and natural means putting the energy into something valuable. Education can eventually relieve the stress about how women look”.

There is also a myth about eco-friendly fashion being boring. “You just have to find the right brand. Some brands understand sustainability holistically: in packaging, message, and lifestyle. The design can either be feminine or not. I think, when it comes to fashion, people object more to sustainability, and this is culturally conditioned, whereas when it comes to applying sustainability in other fields, they are more tolerant, but that’s OK. I think we should give people time to object”, says Joanne.


Writers and designers can have a creative block, but nature is a constant source of inspiration.

“Our designs comply with biomimicry, we get inspired by nature. For instance, bags remind us of hedgehogs, and coats are inspired by owls,” says Joanne. As a small brand, DGR can remain loyal to its design, which doesn’t change from season to season. “This is a privilege that bigger brands in fashion do not have since they are under constant pressure to keep changing”, explains Joanne.


I asked Joanne how she sees the future of fashion. She thinks virtual try-on and online shopping is the future, as well as further virtual reality assisted fashion shows. Smaller brands and local manufacturers will come to the forefront, and they will need to find a way to gain the trust of the shopping community. Is sustainable fashion just a passing trend? “Only the time will tell”, says Joanne. “We need to wait 5-10 years to really see the effects of sustainability efforts, but for sure, more and more people will embark with us on this journey.”

If you are interested in joining the journey with DGR and get educated about sustainability in the Greek style, visit:


Page Magazine

by Daniela Culinovic