When Life Gives Lemons to Ramona Agruma, She Makes Lemon Ve Limon
Ramona Agruma is a self-confessed homebody who moves in Hollywood celebrity circles. Little wonder her design sweet-spot is cozy apparel. She keeps her loyal clientele paparazzi-primed on yachting and Beverly Hills errand days.
Her label, Lemon Ve Limon, makes a convincing argument for luxury leisurewear that does the heavy lifting for wearers who want to do right by the planet and people. The brand, with its emblematic embroidered lemon, isn’t only Ramona’s love letter to sunny LA (the brand’s hometown) but to the Turkish makers who are fittingly compensated for their exceptional craftsmanship. This virtuous circle is at the heart of a label that is all about celebrating the finer things in life – friends, family, and comfy-luxe photo-ready fashion.
Tell us your one-minute biography.
I was born in Latvia. I studied law and spent time working in real estate. Once upon a time, I owned a Mediterranean restaurant, and for a period of time, I lived in Germany. I speak four languages fluently and am working on learning my 5th – Turkish! The things I truly appreciate are honesty, class, and a great sense of style. I also love animals, coffee, the beach, and sunshine. What I really can’t stand is the cold or rainy weather – they just make me so lethargic. I have no time for dishonest and jealous people or vulgarity. Oh, and I hate shrimp.
How did you end up in fashion?
I grew up with fashion. My parents owned high-end fashion design stores. I would go with them to European fashion weeks in Paris and Milan, so I have attended many fashion shows in my life. At 15, I went to Terry Mugler’s fashion show, and although I went to a number of fashion shows that year, that one really stands out in my memory. This love affair with fashion led to me moving to Germany to work in a fashion agency. My time in Germany really broadened my fashion design horizons as I was in day-to-day contact with world-famous brands and designers. A big part of what I did was attending fashion weeks across Europe. I’ve always had a passion for visual merchandising and wanted to know more, so I took courses in Paris.
Lemon Ve Limon is made in Turkey. Why?
Turkey’s textile legacy and its reputation for great quality is a rich and historic one. I sought out a factory that is family-owned, and I knew they were the right ones for my vision when I realized the employees are genuinely happy and well paid. I am against cheap, underpaid labor or child labour, which, unfortunately, is a reality in many other countries. My partnership with this factory gives me even more excuses to visit this beautiful country. And, of course, Turkey has the best food. Yummmm…
What’s the inspiration behind the brand?
Lemon Ve Limon is all about traveling and lounging in style. It’s a statement brand. We all know the old saying, “…When life gives you lemons…” well, the idea is to take the Los Angeles sunshine with you wherever you go. No matter where you are headed, Lemon Ve Limon will take you to those places in comfort and style.
What gives Lemon Ve Limon the edge over other athleisure brands?
Quality. And when I say that, I mean it. So many athleisure brands make big claims about producing quality goods, but oftentimes, this isn’t true. A lot of the time, these brands are mass-produced in sweatshops with low-quality textiles. After a few washes, the fabric fades, the texture changes, and the material stretches out. Lemon Ve Limon is designed with quality textiles and attention to detail. Forget pants that are too long or too short. Or worst, bubble knees – you know when your sweatpants get those awful stretched-out knees? You never need to worry about those things with Lemon Ve Limon. We also stand out by not following the typical athleisure trend of boring colors. We use bright, cheerful colors that are all designed to look great together, mixed and matched.
What kind of woman are you designing for?
I’m happy to say I design for both women and men and recently launched our kids’ collection for ages 4 to 12. The Lemon Ve Limon customer is anyone who appreciates quality, comfort, and style. They are a fan of sweats, or they’ll be wanting to make a statement with their tracksuit. The brand is all about helping our customers to make a statement.
Who are your favorite fashion designers?
I am inspired by Dior, Armani, and Ralph Lauren.
Who are your style icons?
I admire Grace Kelly and Cate Blanchett.
What are your favorite beauty products?
I’m a fan of Sk-II Facial Treatment Essence (Pitera Essence), and Dr. Barbara Sturm Glow Drops.
What’s always in your bag?
Cherry Chapstick, keys, a credit card, and Glow Drops by Dr. Barbara Sturm.
Any favorite travel destinations?
Well, you know I am a big Turkey fan. I also love the Caribbean, especially St. Martin and St. Barths. Oh, and of course, I love Paris.
What are the things in life you can’t live without?
Family, friends, travel, sunshine, and coffee.
Credits: Photographer: Alexander Nadberezhnyi, MUA: Katya Lovina
The content featured in this article is brand produced.