Our LOVE Story
Dawn Mayo is the founder and designer of LOVE SAM and CHELSEA FLOWER. At an early age Dawn was exposed to the world of wholesale and retail, beginning with her grandfather and father. Dawn was surrounded by creative design and her love for lush fabrics and exquisite detail came to fruition. She attended the Fashion Institute of Technology with a focus on Merchandising, Design and Marketing.
Dawn would then take this passion and was a highly revered stylist with Barneys New York. She transitioned her aptitude for fashion to professional styling. Dawn worked in the media world styling for commercials, TV and movies
Dawn later went on to launch leading European brands REISS, American Vintage, Bella Dahl, and All Saints nationwide. With her unequivocal eye for emerging designers and unparalleled ability to merchandise, she opened Dawn Mayo Associates, a leading apparel sales showroom at the age of 26 years old.
In 2008 Dawn was able to create and launch her collection, CHELSEA FLOWER a beautiful blend of luxe fabrics, intricate details and flattering silhouettes. Dawn expanded her design vision in 2011 with the whimsical, modern, and bohemian inspired collection LOVE SAM, named after her beloved father Sam.
In 2015 Dawn began to rebrand her LOVE SAM namesake label and combine the aesthetics of CHELSEA FLOWER and LOVE SAM to truly capture her persona and focus on an entire lifestyle. She merged the strength of each collection- the romantic ease of LOVE SAM mixed with the dressier design of CHELSEA FLOWER to re-establish LOVE SAM.
LOVE SAM still maintains the DNA of an easy, relaxed lifestyle with intricate and exquisite details, and now also captures the dressier, night out and sophisticated edge to balance out the dichotomy which is LOVE SAM.
"Modern & Feminine with a perfect balance of ease and confidence."
LOVE SAM was born in 2011 and is the representation of Dawn Mayo’s bohemian free spirit, coupled with her love and passion for fashion and design. Throughout her travels Dawn has drawn inspiration from other cultures, and works the authentic craftsmanship into the collection. The LOVE SAM woman is inspired by beauty, travel and eclectic treasures. LOVE SAM is ageless and enhances the inner beauty of all women. She is chic, but relaxed; sophisticated, yet a true free spirit. The collection is sexy and free flowing, using sumptuous fabrics in soft neutrals and eye catching beautiful colors. Key fabrications include soft gauzes, cottons, chiffons, and georgette silks. Essentially all is wearable art, which is easy, feminine and comfortable. Ethnic influences and a strong attention to unique intricate details highlight the collection. The focus has always been, and remains to be on gorgeous embellishments, embroideries, beading, threadwork and unexpected techniques. LOVE SAM is truly timeless as it captures influences of vintage spirit, cultural techniques, and easy silhouettes; contextualized it in a modern and current way.
The namesake of the collection is in tribute to her beloved father Sam (a manufacturer in the fashion industry), who always supported Dawn’s endeavors, and started her passion for design.