Nadira Hurley
Suit (in Jacquard Moiré): Rachel Comey
Shell: Majestic
The Saco Boot: Rachel Comey
Earrings: WWAKE
View More at: Vert & Vogue
Photography: Jillian Clark
Interview by:
Charman Driver
Nadira Hurley | Immigrant. Femme Française. B-Corp shopgirl. Human.
“Sometimes you’re going to fail, but again, it’s like failing forward. You learn—always learning.”
– Nadira Hurley
NH: I am the daughter of immigrants, and I am an immigrant myself. My father came from Algeria to France when he was a teenager, my mom when she was 2 years old, and I was born in France. We had a different religion (Muslim), a different way of eating and a different way of being in the family. We wanted to keep our culture.
I came to the US in 2004, and here again I’m adding layers from another culture, the French side.
I was in my 30’s when I moved to New York City with my American husband. I cried so much because I knew I was leaving France and my culture for a new life. The way we eat, and the way we are between people in France made coming to the US very difficult.
CD: What was the most difficult part?
NH: I left my “langue française” so dear to me. My language and the perfect verb with her beautiful sounds that can express or describe what I see, what I taste, what I think and how I feel on a deeper level. It is a constant effort & challenge to speak English but I am working on it. I started to read more in English and I also rely on my “enthusiasm” to communicate when I don’t have the right words, especially when I work with clients. This is always very effective!
My husband and business partner, Ryan, and I were lucky to open our store, Vert & Vogue, in September 2008. Soon after we opened, we met so many interesting people. People would come into the shop and tell us what they are doing in the world. We found so many people doing interesting work. We understood that the people here are different. If I want to live in the US, I want to live here because this area, this Triangle area, you can connect with people. It is a good place to be.
CD: Vert & Vogue is a Certified B-Corporations. That’s a big deal! B-Corps are held to a very high standard.
NH: You have to stand for your principles and being a B-Corp helps us to do this. In a B-Corp you have to go through rigorous procedures and present lots of data as to how you create value for the community and how you use your business as a force for good. They have a ‘Declaration of Interdependence’. If you don’t stand for your principles, in this case, you fall short on everything else.
It brings so much value to our lives, our employees’ lives, and the lives of our customers and community. We are very proud of it. It’s not easy, though, especially for a small business working with our own resources, but it’s worth it. You have to take a stand and you have to stick with it. Sometimes you’re going to fail, but again, it’s like failing forward. You learn—always learning.
CD: What are you doing for others that fulfill you?
NH: We work with SEEDS, which is a non-profit garden school, and Urban Ministries of Durham. Both of these organizations really resonate with us. When you run a small business and you know so many people in this beautiful community—all doing fantastic work—so many friends come to ask for contributions. It could be for cancer or dog rescue, all kinds of wonderful things. Ryan and I said from the get-go that we were going to have discipline and we were going to have a way to say no. Even if it was just a little money, we would have to go back to these beautiful people and say we are not going to participate because we have decided to put our resources towards SEEDS and Urban Ministries. It was a difficult exercise, but it also made people respect us. It was not an easy thing to say no to these beautiful people doing important work.
We really wanted to support organizations that reflect our values and resonated with us. SEEDS is an organization that teaches young people how to grow food, cook, respect life. For young people, this will change their lives. UMD (Urban Ministries of Durham) provide for our neighbors, people you see crossing the street every day, shelter and food. I met a woman who lost her job and then her apartment and had to live on the streets with her young daughter. UMD took her in, helped her with her resumé, and gave her clothing (they partner with Dress for Success). She found a job, they helped her find a home and now she can pay her rent and take care of her daughter. It gave her dignity.
It’s all very wonderful. We also have a volunteer program through our business with a rotation of volunteers that give their time to SEEDS and UMD. It’s really, really, really beautiful. It makes sense for my life to be here and to be a part of this community. It fulfills me.
CD: It is so important to me to get across to other women that in order for us to do important work in our community, we must first work on ourselves. This is why we’re here and want to know how you build your NEST.
What is it to be Nourished?
NH: I wake up and I don’t go downstairs immediately. My kids and husband are up already. I’m the last one to get up. I meditate and I make my bed. I do oil pulling with coconut oil 15 minutes. Then I go downstairs and have an herbal tea. I drink more than 2 liters of water a day in addition to herbal teas. I love Turmeric/Ginger, Peppermint and Chamomile. I‘m constantly looking for a restroom! I eat a good breakfast of vegetables and protein.
I had to learn how to take care of myself first. I struggled with it for a long time and I’m just now starting to figure it out. It’s my own empowerment for me to know what I’m eating and how it feeds my body. I realized when I don’t feed my body properly, I feel like shit.
CD: Listen to your body. It will tell you what’s up.
NH: I’m always curious and asking questions about how I can improve. It’s a journey.
CD: That’s right. It’s a journey, but it’s not a big secret. The key is to keep going and to keep learning.
What does it mean to be empowered?
NH: Witnessing what is good for me and not good for me. To be empowered is educating yourself and training yourself. Empowerment brings clarity. If you have vague ideas and questions, you’re going to get vague answers.
CD: How do you empower others?
NH: I failed to do this for many years in the business, but again, I am always learning. I failed to train and bring clarity. You need to know yourself and train yourself first. I had to learn how to do that and understand who I am and clarify the vision of my company. You then train others, let them take ownership and fly. What a satisfaction to see that growth in a person. It’s a like a flower.
NH: How do you shape your body?
I do dry brushing every morning for the lymphatic system. I also do Bikram yoga at least twice a week.
CD: What is it to be transformed?
NH: I meditate for 30 minutes every day. I was introduced to the Mahamudra meditation by a close friend. This teaching helps me understand the process of my thoughts and allows me to accept the pains in life and go through it. This is medicine for me. I found a good teacher, and I love it. It’s transformative for me, so it becomes transformative for everyone around me: my spouse, my children, my employees. I’m centered and everyone can feel it.