Ocala, FL

Welcome to AWE

AWE, Annette Wallander Designs

I met Annette, The founder of Annette Ellen Designs at a horse show in late 2017. She had a booth displaying and marketing her very beautiful custom Show coats and Shadbellies. She also offered her line of ready to wear ladies' fashion. I was immediately drawn to the great service, quality and innovation of her brand. We spoke several times during the show and continued to communicate over the following year. As her brand grew and SET refined the method of launching international brands a partnership was formed. We launched the line of AWE show coats in late 2018 and began selling and promoting the line, made in NYC during the year. 
We are very very excited to be launching AWE in North America this summer! We invite you to experience all this brand has to offer and we look forward to making it available at retailers near you. For now please purchase direct on our site.

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.  

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  Annette Ellen Designs features a stylish collection of women's fashion with an equestrian flair.  Visit the link below to see the collection.