Sofia Morgadinho’s fascination with event planning started in the mid-2000s after making preparations for her own wedding. She started Awespiring Weddings and Design in 2009, but still felt like she could do more.
“I really liked the way it was going, but then I noticed that clients had that need for stationery and, because I was a designer, it was easy to add that on,” says Morgadinho. “From there, and the way I was feeling in 2010 about some stuff going on in my corporate job, I was feeling like I needed something else.”
Morgadinho left her corporate job and started Love Plus Design, Awespiring’s sister company, in 2010 with the main focus of providing custom wedding stationery. The draw was being able to provide clients with a custom wedding experience.
“It’s so much more personal,” says Morgadinho. “I always say the best part is that weddings reflect someone, and you get to do that in all the details.”
Love Plus Design evolved in 2017 to include a variety of lifestyle, fashion and home decor products like the bestselling PowHerFul collection. Morgadinho launched the line in 2021 as an International Women’s Day initiative.
The 2022 PowHerFul collection launched on March 8 and includes hats, shirts and mugs. Forty per cent of the net proceeds from the line sold in March will be donated to the YWCA Edmonton.
“It’s a reminder to women of our achievements and, of course, the challenges that we go through daily, and it’s about empowering each other,” says Morgadinho. “I recognize women within our community that are doing good things with this initiative, and I also ask our customers to also nominate people in their life that are doing great things so then we can pass on this joy within our community.”
Shop the PowHerFul collection and Love Plus Design’s other items online at loveplusdesign.com or at The Maker’s Keep, Parcel+Prose and The Art of Cake.
This content was produced to support the Edmonton Made community. It is not written by and does not necessarily reflect the views of Edify staff.
