Candace Cameron Bure on her clothing line: ’I want every woman to feel beautiful’

Yahoo Finance’s Sibile Marcellus speaks with Candace Cameron Bure on child stardom, career in Hallmark films, and the launch of her new clothing line.

Video transcript

SIBILE MARCELLUS: Candace Cameron Bure, and I grew up watching her as DJ Tanner on the hit show "Full House"-- and now she's been married for over 20 years, has three kids and a career. I asked her how she's managed to avoid the pitfalls of fame or if she's just better at hiding it. Watch this.

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CANDACE CAMERON BURE: No, I definitely haven't hidden anything. I'm pretty open with my life and on social media. And I'm as honest as it gets. But I have great parents that raised me very well. And I love the entertainment industry. But I definitely have priorities in place. And I know who I am and what my values are. And that is-- certainly helped me in all my decision-making in my career.

SIBILE MARCELLUS: Let's talk about how much the pandemic has changed people's viewing habits. Now, when movie theaters closed, more people turned to the small screen for entertainment. And you've carved your own space by starring in Hallmark movies and mysteries. Now, for people who've never tuned in to Hallmark for a movie before, what can they expect?

CANDACE CAMERON BURE: I've-- I have made over 25 Hallmark movies. It's pretty incredible. But you get everything from Christmas movies to the mysteries. And I do have a mystery series called the "Aurora Teagarden Mysteries." We've shot 17 of those movies so far.

And they're all family-friendly. So when you watch them, you can watch them with your kid. There's nothing gory or scary. They're kind of in the vein of "Murder She Wrote" or Angela Lansbury. But they're fun. And I love them. And I've dedicated my career to doing family-friendly television and family entertainment.

SIBILE MARCELLUS: Candace, you recently launched your own clothing brand called Candace Cameron Bure Clothing and a partnership with QVC, the home shopping network. Now, with the retail industry struggling to boost apparel sales, as we saw during the pandemic-- many people stopped shopping for clothes-- do you think now is the right time to launch a clothing line?

CANDACE CAMERON BURE: I do. I have had a wonderful relationship with-- for the past several years with QVC. I have several other of my brands on there. And they provide a wonderful platform that actually connects with people because you get to talk to people, whether it's on the phone or on television through that screen. But because you get to really describe your product and talk about it and-- I think it makes it very unique. And it's different than just walking into a store and looking at clothes on a rack.

And so I think it is a really good time now. I think people are so happy that things are opening up. And they want to shop again and feel beautiful and connect with friends and family. And creating this clothing line has been in the works for many years.

So I'm glad to partner with QVC. We're all-size-inclusive, which was super important to me. We have sizes that range from triple extra small to 5X, from petites to plus, because I want every woman to feel beautiful in these clothes. And they are West Coast casual. But they're always feeling elevated and put together.

SIBILE MARCELLUS: And Candace, what made you want to get into fashion in the first place?

CANDACE CAMERON BURE: I've loved it since I was a little girl. I know the entertainment industry's had a huge influence on that. I mean, I loved being able to help pick out my costumes for DJ Tanner when I was 10 years old, growing up. But walking the red carpet so many times, going to award shows-- those have all been very influential in my life. And I love it.

But what's most important to me has been the clothing that I wear in my everyday life as a mom, as a working woman, as an entrepreneur. I want clothes that really work with my body and my-- and the setting. And they can go from, you know, day to a casual night. And that's why I created this brand. It's something that has a price point that everyone can shop at.

SIBILE MARCELLUS: And how are your clothes different from what's currently on the market?

CANDACE CAMERON BURE: Well, they're my style. So if you really like how I dress, I mean, that's really what it is. I've gone to-- created staple pieces that I love in my wardrobe. Almost everything is cotton. And it-- they all have a semi-fitted shape.

This top is from my collection as well. So there's always just a beautiful little element to it that elevates it. And yet it's just comfortable and casual enough for everybody to wear.

SIBILE MARCELLUS: And so your clothes are being sold exclusively on QVC's website. The price point ranges from $32 to $99-- so on the high end, about $100. So that puts you pretty much in line with private clothing labels from, say, Target or Walmart. So do you view those retailers' clothing lines as competition or would you like to see your clothing line in their stores?

CANDACE CAMERON BURE: Oh. Well, right now, I am so happy with my partnership with QVC. So I guess those other-- the other brands would be competitors in that sense. But, you know, I really believe there's space for all of us because we all like different things. And we all gravitate towards different things.

So, you know, I love other designers and what they do in their space, you know? Of course, I'm looking at those designers, as well, because I'm not only going to wear my fashion brand. So we can all be there and be successful.

SIBILE MARCELLUS: It is Cameron Bure because she's saying that although she has her own clothing line doesn't mean that she necessarily is going to wear that all the time. So she loves to also look at other designers and what they're putting out in the market.

- All right. Thanks so much, Sibile, for bringing us that interview in that latest installment of Career Control. And remember, everyone can go watch that full interview on yahoofinance.com.