For Immediate Release - September 16, 2025 - San Francisco, California
Written by Stylist & Fashion Blogger Jamie Lee Kendall
PR contact Jamie Lee Kendall 415-362-8300 or westcoastleathersf@gmail.com
West Coast Leather will be hosting a trunk show this Saturday, September 20 from 1 to 6 pm.
Brand Founder and American Designer Skip Pas and model Jamie Lee Kendall interviewed her prior to the trunk show.
Q: What made you come up with the name Purple Gem Fashion?
A: Because my name is Amethyst and I always felt it's a spiritual, higher self gem. I wanted it easier to read but then something that has a deep meaning.
Q: What year did you start the business?
A: June 2022
Q: How did you meet Skip and get involved with West Coast Leather?
A: We were doing the fundraiser and auction for Toys for Tots When you invited me as a model. I was 34 years old, 11 years ago. It was a Firefighter party. There was a firefighter doing a dance onstage. You were next to me, you caught the sunglasses that the firefighter threw into the crowd and you gave them to me. That's how we met!
Skip: Yes, it was at the Sir Francis Drake!
Ever since I was a little child, I always wanted to be a fashion designer. Back then I was really shy and I didn't talk much. I used to be a model when I was a teenager. I wanted to model. I heard about what you did with your business and I thought "I want to model." Then you invited me as a model for West Coast Leather.
Over the past ten years I would sometimes come to his events. I was modeling for Mariya Milovidova so I would come to the events. Then during Covid I became a fashion designer, designing and making my clothes. Then I saw last year she was doing a pop up event for Skip and I asked Skip "can I do that too?" and he said "sure!"
Q: That's so nice that you had a dream to be a fashion designer. You've been very successful Can you tell us what you did with this pop up at the famous De Young Museum?
A: The DeYoung Museum was such a great experience. Everywhere is modern art and I got to showcase my stuff. The place was a big space with trees outside. Very nice. All the people that come to the museum are high end customers. I had my mom help me out.
Q: Were you able to sell any designs at the pop up or is it more for brand exposure?
A: Oh my gosh - yes! I sold a lot of designs, record breaking. Before that I did a little research on the museum and what they are selling their clothes for in terms of price range, so I matched it. I was a fashion consultant talking to the people. People can see themselves in the clothes.
Q: You had a nice message - it wasn't political and I noticed your designs have several different fabrics so it's not just one material. That's what Nike does - it's two tone. It's really interesting that you can target a lot of different type of customers. And you have a lot for the men.
A: For the men's I have a great story to tell. A guy was walking, he liked the flower dinner jacket. He's a performer, a musician, very casual, cargo pants with a baseball cap and a shirt and he got the dinner jacket. After he finished walking around two other guys showed up and all the dinner jackets sold out.
Q: Do you sew it yourself?
A: I sew it myself with a high tech sewing machine. I do enjoy the process of creating.
Amethyst can be found on Instagram at @purplegemfashion and online at purplegemfashion.com
