Our Story

Annette’s passion for fashion had her designing from a young age.  She graduated with a Fashion Merchandising and Business degree and worked for major retail organizations, with an expertise in Buying, Merchandise Management and Sales Management.

In 1997 she began the journey to revolutionize the women’s apparel industry using technology solutions for her women’s custom made-to-measure fashion business located in Cincinnati, OH.  She started the business under the name The Garment District and in 2005 changed the name to Annette Ellen Designs to better reflect her personalized fashion brand.  

Annette relocated to the Jacksonville, FL area in 2012 and began a new venture to reposition her business to include both of her passions - fashion and equestrian. She started designing and selling custom equestrian show jackets and her women’s fashion line at equestrian shows and created an online store for her fashion and equestrian collections.  In addition, Annette sells wholesale to fashion boutiques.

The AWE (Annette Wallander Equestrian) brand was created in 2018 which includes ready-to-wear equestrian show jackets that are sold at equestrian shows and online. With the partnership of the sales and branding company, Somerset Equestrian Trading, the AWE show jackets will also be available at fine tack shops around the country.