At FAD, we love well curated selections. The Styleliner is a mobile curated luxury boutique. It was started by Joey Wolffer above, who took entrepreneurial inspiration from her great-great-grandfather who started Marks and Spencer, and her father whose legacy remains in Wolffer Estate vineyard and stable. Beginning in 2009, she brought her own experience as a jewelry designer with Meems LTD and Trend Director with Jones Apparel to the road. She now travels the world finding limited edition pieces which she brings to major cities throughout the United States. Exceptionally delivered, personalized style to your doorstep! Joey was gracious enough to comment on her growing project.
A mobile curated style boutique seems so right for our moment.
Can you tell us when and how it began and how it has grown?
I founded the Styleliner in June
2010. I traveled a lot for my different
positions at the Jones Group and realized there were some incredible global
designers out there who weren’t represented in the US. I wanted to create a
space to show them but I couldn’t see myself opening a conventional retail
shop. With the craze of food trucks and social media becoming integral in
business, I felt a boutique on wheels was the way to go. Since its creation in
2010, Sara Droz has joined me as my business partner as well as the marketing
director and business development manager. When I founded the Styleliner, we
were focused on the Hamptons and NYC. We are now expanding to a west coast
truck that will travel around LA as well as franchised DC truck. We are also
creating a small capsule of our own Styleliner accessories which will include jewelry
and other accessories inspired by my travels.
You bring style to so many locations. What regional differences
have you noticed in the responses to fashion and trend?
Each area brings a different
clientele however our customer is always one that is curious about the world
and willing to wear something different.
Do you have an intuitive guide to your curating?
I react to what I feel emotionally
inspired by. When I enter a market or a trade show, I buy what I feel is right
and fits in with the overall feeling of the brand. I don't follow trends.
Venna necklace
Laura B bag
In some ways you are “grass roots fashion,” proving one person
outside the traditional fashion system can connect to and influence aesthetics.
Do you look to the streets for inspiration and can you see your own influence?
I am constantly inspired by what’s
around me whether it be street style, nature, a museum exhibit, a vintage fair
or a junk shop. I am comfortable in my personal style and not afraid to mix
unexpected pieces. Walking around NYC, you can see that many people explore
their own personal style and that is inspirational in itself.
vintage ketoh bracelet
vintage leather bracelet with turquoise
How would you describe your personal style?
My style is a mixture of bohemian
meets street. I am constantly combining modern silhouettes with more colorful,
free flowing ones. I love layering vintage with new, mixing prints and piling
on necklaces.
A dream unlimited budget Styleliner, just for you, would
contain what 5 priceless items?
A Dassios embellished jean jacket
from Athens, Greece
A Vintage Navajo Ketoh bracelet
form Santa Fe
An over the top statement necklace
from Venna from Hong Kong
A Laura B metal mesh cross body bag
from Spain
A Figue hand embellished tux shirt
from NYC
No comments:
Post a Comment