Meet Elma & Amra: Sister fashionistas

Elma Amra

Amra Beganovich and Elma Beganovich are two sisters and digital influencers, with a following of around 1.5 million on social media. They are the founders of, their personal lifestyle blog, and, an invite-only blogging platform dedicated to high quality content. Both are based in Manhattan, so we caught-up to get an inside scoop on their beauty and style secrets along with tips on blogging. Here is what they had to say:



1. What item in your make up bag could you not live without?

here are a few items love, like my brow pencil, my feeling younger glow skin cream and my matte red lipstick. Out of those, if I had to pick, I suppose it would be my matte red lipstick.

2. What major fall trend will you be trying this season?

I am not particularly into trends, as Karl Lagerfeld famously quoted “trendy is the last stage before tacky.” ☺ With that said, Saint Laurent lady loafers have been my favorites for quite some time, and now they are the “it” shoe to have, so I will just continue wearing mine.

3.Who or what has influenced your personal style? 

The ‘50s Old Hollywood glamour is what continues to inspire my style the most; hence, elegance as epitomized by Audrey Hepburn has been my huge source of inspiration.
4. How would you describe your personal style?

Hmm, well, my sister has described me as the “modern Audrey Hepburn.” ☺ If I have to describe my own style, I would definitely say I lean towards the classic Old Hollywood look with a twist of a modern touch—yes, I will sport torn denim and cool tennis shoes.

5. Where is your favorite place to shop?

It would probably have to be Stella McCartney (in retail or her shops) because of not only her chic design but also her eco-friendly and cruelty-free approach to fashion. (I am a huge fan of animals.)

6. You have lived in a variety of places. Where has your favorite place to live been?

Every place has its charm and its dark said; with that said, I think I can safely say both Paris and New York.

7. What made you and Amra quit your jobs and start Club Fashionista? 

I think it was both the passion to have a creative outlet and the realization that our hobby could be turned into a business.

8. How has working with Amra influenced your work?

Amra has a completely different set of skills and sees what I do not see in various case scenarios, from social life to business life; hence, she has taught me to look at life’s situations in a different lightand from different angles.

10. What advice would you give to a young girl who wants to become a successful blogger? 
I would advise her that blogging is a sort of a labor of love, where a lot of passion and hard work has to be involved. There needs to be focus on crafting your skill in a way that communicates who you really are, i.e., staying away from trends and being unique. Also, it’s important to stay connected to the rest of the blogging community and get to know the designers.


11. What’s your beauty secret?

My best beauty secret is sleep; the second one would have to be diet. I believe that beauty starts from within: both psychological and psychological factors directly impact how we look and feel.  There are no beauty creams or makeup that can match the nurture that starts from within: I try to get at least 8-9 hours of sleep every day, and I strictly eat non-processed, organic, and raw food.  Even when cooking, I always make sure that at least 50% of the food on my plate that is raw and organic.

12. What fall trends should we be looking for?

Over the knee boots are huge this fall; they are so practical as they can be worn with jeans,  dresses, and skirts. I also love faux furs as they instantly make any outfit more glamorous. I live in New York, and believe black to be our happy color; however, I would always advise to never shy away from colorful jackets and accessories.

13. What influence’s your style?

I am influenced by what I see on Instagram; this is currently my number one source of all things  fashion, art/design, and travel. I basically follow different accounts from around the world and let every day people inspire my style choices. Although stylists can be great, it is everyday women and men that fascinate me the most. I find that they often have the best way in which theycombine pieces to create timeless, chic, and wearable styles.

14. Who is your biggest style inspiration? Why?

I don’t have one style inspiration; I gather my inspiration from many places. However, if I had to choose fashion icons that I feel have most influenced my style, I would say that they would be Brigitte Bardot, Jane Birkin, and Sharon Tate. Today’s favorite style inspirations would be Sienna Miller and Kate Moss; I am basically all about effortless, boho, rock-n-roll girl who is confident, smart, never tries too hard, and always holds her own.

15. What made you so interested in fashion?

Fashion helps set us apart from one another; at the same time it also has the power to connect us to others. For me, it is simply wearable art: a way in which we can show the world how our perspective differs from the others without always “carrying our canvas.”

16. Where is your favorite place to travel? Why?

Italy and France – there is something so magical about the lifestyle of people in these two countries. Both have a very relaxed approach to living that is also interesting/thoughtful at the same time. I also enjoy Latin America, Spain, and Scandinavian countries.

17. How has your blog enabled you to be successful?

It has allowed me to share my point of view and inspire others; my biggest accomplishment is enabling others to be happy by sharing diet, travel, and other lifestyle advice. If I have improved one person’s life by providing something they find useful, I have fulfilled my goal for that day.

Why did you and your sister, Elma, start a blog?

It was really an accident: I was speaking with a friend of mine one day about some beauty tips I had for jet-lag. She was giving me a recipe for a mask with crushed aspirin, and I thought it would be useful if others knew about this as well. I basically just started writing about the things I liked, and within 3 months, we had other 150,000 unique monthly visitors that liked reading what we were sharing.

18. How has working with Elma shaped your work?

I have learned that I need to embrace people’s differences and use them as tools to help strengthen our business. We all have different talents and this is what allows us to excel as a society. Business is the same way; only by working with others who possess entirely different set of skills than yours can one advance in life (and work).

19. What advice would you give your teenage self?

Wow, there is so much I would like to share with my teenage self; the most important lessons would be:

A) Never pay attention to what other people are doing or saying.

B) Always trust your intuition and let that be your main guide.

C) Alcohol, drugs, and sun will pretty much ruin your appearance.

D) Relationships are great, but the most important one is the one you have with yourself.

Leave a Reply

Your email address will not be published. Required fields are marked *