Local fashion designer is a finalist in nationwide contest

Each day a Wilmington discovery is made. Whether it's a rain barrel tutorial at Progressive Gardens, the allure of Spanx at La Bella Forma or the hangover-fighting Prickly Pear at Caprice, we're enlightened with the hidden talents and wonders of Wilmington.

From time to time, the outside world uncovers our oasis. Celebrities declare their new-found love for our city on "David Letterman." DailyCandy spotlights one of our best metalsmiths. Martha Stewart selects the same metalsmith reincarnated as a children's clothing designer as a finalist in her "Dreamers and Doers" contest. You get the picture.

Wilmington's got talent. Wilmington has been discovered once again through hometown darling, designer and Edge of Urge owner Jessie Williams.

Two weeks before the deadline for entering mogul and Phat Farm founder Russell Simmons "Race to Be" entrepreneurial competition, Jessie's Aunt Theresa sent her a link to the contest with a brief request: "You should enter this."

It was right around the time that Jessie, who opened Edge of Urge seven years ago this past July, was fine-tuning her goals, re-working her business plan and updating her bio. She decided to take her aunt's suggestion if only as good practice and an added incentive for getting herself organized.

"It took me all day to answer five questions reflecting on where I started and where I want to be. I remember walking around with my vintage suitcases in Chicago, trying to sell my scarves to stores in Chicago. There was such limited opportunity for consignment and independent designers then." So she decided to do it herself.

History of expansion

Edge of Urge has grown and evolved with each larger location from selling Jessie's own handmade offerings to bringing in independent and designer labels and selling online to customers in Russia, in Singapore and all over the U.S., culminating in her current location at 18 Market St. "This location is definitely what I wanted. I had run out of room in our last location. Now, we have everything in-house and I can sew upstairs in my studio. It's good to be here."

With hundreds of applicants from 22 states, the competition was fierce. When Jessie did not receive word by the first day of November, she figured she hadn't made the cut. Memorably, the results came in on Election Day.

"I got the call, and at first I was really excited, but then I started to get nervous and began wondering, 'what did I get myself into?'●"

The Race to BE engages creative thinkers between the ages of 18 and 29 to leverage their artistic abilities into successful business ventures in film, music and fashion.

Today, Jessie will take part in the "BE. The Style" fashion industry workshop led by a panel of industry insiders - such as the founder of Neighborhoodies and the Selima CEO - who will act as mentors to the contestants and offer their real-world expertise on building a sustainable and successful business in fashion.

"It feels kind of like speed dating. I will have a certain amount of time with each mentor to help better develop my pitch. It's nerve-racking since you have no idea of knowing if they will be closed or really interested and engaged," she said. "I think it will be helpful though. When you're so focused on something, it's hard to know if there is a more effective way to do things other than the way you've chosen to do them."

Boardroom exam

After the mentoring session, each finalist will present his or her original designs and make a business pitch to a panel of notable industry judges, including host Russell Simmons. The judges will score each contestant in four areas: creative content, business viability, marketability and the elusive "it" factor.

Jessie will showcase her designs on three models, friends of hers who live in New York. She has also created a video showing her lifestyle, handmade designs and store.

"This is the part I'm really nervous about. I haven't even been able to sleep at night!" Jessie said. "I've been working on a few jokes. I'll have to cross my fingers and hope they laugh! Having a sense of humor always helps me make it through stressful times."

Most importantly, does she know what she'll wear? She's pretty certain it will be her red dress with a snake on the back.

The winner will receive a $5,000 cash prize, a year's membership in the Entrepreneurs' Organization Accelerator Program and the opportunity to show a collection at the Nolcha Fashion Week Designer Exhibition in New York in 2009.

Each finalist was allowed to bring two guests into the boardroom, but Jessie opted to go it alone.

"I will just die if I see anyone I know in the crowd - even my parents," she said. "It would make me way too nervous!"

To cheer her on, visit www.racetobe.com

(The winner will be announced by 6 p.m. today)

www.edgeofurge.com