INFANTS’, GIRLS’ AND BOYS’ WEAR REVIEW
VOLUME 105 ISSUE 3 • AUGUST 2021 $10.00
ViNTaGE SuMmER FRESH FRUITS AND FABULOUS FLORALS DESIGN DEEP DIVE WITH LE CLUB ORIGINALS TUTTI (RE)TAKES LONG ISLAND, NY
shade critters P A L M B E A C H
New York The Showroom NYC
Los Angeles The Dressing Room Atlanta Janet Hunter Hawkins
Dallas The Klein Group Chicago Whitney Douglas shadecritters.com 772.448.7848
W E L C O M E TO S P R I N G S U M M E R 2 0 2 2 LI FE IN FU LL COLOU R To b o o k yo u r a p p oi n t m e n t, p l ea se co nta ct : E: ja cque line.brop hy@joules.co m P : 64 6 - 9 91 - 6 9 0 5
CONTENTS August 2021
PAGE 24
F E AT U R E S 10 Beyond Expectations How modern teething company Three Hearts evolved from Etsy to high-end boutiques. 14 Giving it Their All Retailer Chris Connelly on revamping and reimagining baby shop Tutti. by Michele Silver 24 One Cool Summer Retro ruffles, playful prints and muted colorways evoke a vintage feel for Spring/Summer ’22 swimwear.
Noelle Heffernan Publisher Michele Silver Editor Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Mariah Walker Contributing Fashion Editor ADVERTISING Jennifer Craig Special Accounts Manager PRODUCTION Laurie Guptill Production Manager Mike Hoff Webmaster Kathleen Wenzler Circulation Director
D E PA RT M E N T S 4 Publisher’s Note 6 Seen and Heard 8 Designer Chat 20 On Trend 36 Be The Buyer 38 Letter To My Younger Self 40 Final Cut
This page: Verrone swimwear, Lola and the Boys sunglasses. On cover: Coco au Lait swimwear. Photography by Zoe Adlersberg; styling by Mariah Walker/Art Department, NY; special thanks to Borre Moreno for the location in Mexico.
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CORPORATE Caroline Diaco VP/Group Publisher Greg Dutter Editorial Director Carroll Dowden Chairman Mark Dowden President & CEO CONTACT INFO Sales/Editorial Offices One Maynard Drive Park Ridge, NJ 07656 Tel: (201) 571-2244
children’s clothing and footwear 0-16 years AT L A N TA • B O S T O N • C H I C A G O • D A L L A S • L O S A N G E L E S • N E W Y O R K MAYORAL USA INC. Miami FL T 305.779.4305 mayoral.usa@mayoral.com
PUBLISHER’S LETTER
CHANNELING OUR RESILIENCY
“Success is not final, failure is not final: it is the courage to continue that counts.” –Winston Churchill
THIS PAST SPRING, I boarded a flight for my first business trip in a year. Half-vaccinated and raring to go, I was heading to Dallas Market Center/KidsWorld and it felt surreal. I was actually going to a physical trade show. After a year of Zoom meetings, online showroom appointments and phone calls, I was invigorated to return to what I love: discussing business in-person, holding brainstorming sessions and reconnecting on a personal level. As I fastened my seatbelt, I had a bright smile under my mask. I’m thrilled to report that, even after a year (which felt like a lifetime), the industry didn’t miss a beat. Booths were busy. Beautiful and eye-catching new merchandise was on display. And most encouraging of all, orders were being written. I felt a huge sense of relief and optimism. Everyone had their individual war stories to tell about how they navigated lockdowns, supply chain issues and curbside pickups. They explained how they pivoted in the new normal and just tried to survive. Indeed, the pandemic has been the ultimate test of survival. Adapting to change is non-negotiable, and resiliency is critical for business success. In this issue, we highlight several such stories of
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resilience and adaptation. Kids retail veteran Chris Connelly talks (p. 14) about her grand opening of Tutti in Greenvale, NY, and how she’s meeting the needs of an increased customer base; the Long Island suburb has been thriving due, in part, to the pandemic. Remote working and schooling redefined how and when customers shop as well as what they are buying. This shift presents an enormous opportunity for children’s wear retailers nationwide. Similarly, Linda Trieu of Three Hearts tells her story (p. 12) of how her Houston-based pacifier clips, teething and toy company grew from an Etsy startup to approximately 1,500 stores nationwide—in just five years; her tale is another testament to resiliency and adaptation. In addition to a steady stream of fresh and innovative products, Trieu attributes much of the company’s growth to the retail partnerships she has formed along her amazing journey. Rather than a cookie cutter approach, Trieu tailors each relationship to the specific needs and wants of each retailer—an adaptation process that she says will continue no matter how big the company gets. Speaking of success stories, we’re looking forward to our annual Earnie Awards—this time co-hosting the event with KidsWorld in Dallas (August 24). For nearly 50 years, the Earnie’s has been our industry’s esteemed awards event and now, for the first time, we’re taking the celebration from our Big Apple roots to the Big D. We look forward to recognizing excellence in design and retail for 2021, Texas style. It’ll be big and bold—like the best of the best our industry has to offer. I also look forward to us gathering again at Playtime and KidShow in New York this month. In that regard, some things never change—and that’s a good thing. I’ll see you soon.
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SCENE & HEARD Posh Peanut X Hello Kitty
POSH PEANUT COLLABS WITH HELLO KITTY Children’sboutiquePoshPeanut teamed up with Hello Kitty for its first official collaboration. The limited-edition Posh Peanut X Hello Kitty collection launched mid-July on PoshPeanut.com, and it includes adorable styles for newborns through adult 3XL, so you can match with your mini. Offered in two patterns, Unicorn and Floral, the prints merge Posh Peanut’s signature florals with Hello Kitty’s iconic characters.
Roxana Castillo
PIMA COTTON QUEEN ROXANA CASTILLO BIDS ADIEU THE WOMAN WHO put Pima cotton on the U.S. manufacturing map for baby wear has retired. Roxana Castillo, the creative engine behind the Kissy Kissy brand of juvenile apparel for 25 years, completed production on her last onesie on June 30, 2021. From selling in a mall kiosk to more 2,000 boutiques nationwide, the Peruvian-born Castillo made significant contributions to the childrenswear industry over her long and distinguished career. Earnshaw’s interviewed Castillo in 2013 for her company’s 16th anniversary, and the story underscored her humility: “‘Kissy Kissy is not just me; it’s the team,’ Castillo said, when commended on the brand’s accomplishments. You won’t hear Castillo rattle them off herself, but the list includes distribution in pretty much every high-end department store in the U.S., no fewer than five Earnie Awards for Best Infants’ Collection and a roster of celebrity fans that include the likes of Katie Holmes, Nicole Kidman and Celine Dion, just to name a few.” Kissy Kissy’s outstanding reputation for the highest levels of design, quality and customer service has been driven from its inception by Castillo’s relentless drive and determination for perfection. “While we will miss her contributions, we will always strive to maintain the high standards she set for Kissy Kissy,” said Division President Jeff Glick.
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TARGET GOES GAGA FOR ORGANIC COTTON
Q by Quincy Mae for Target
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D E S I G N E R C H AT
born in the industry, and I started designing when I was 11 years old. Growing up in the business and on a small island like Puerto Rico where swimwear is almost always worn to have a good time, it becomes part of life’s most memorable moments. I design what to wear for those happy, fun, and relaxing moments. It is my passion. Billy: I started as a model in the fashion industry, and I always paid attention to my fittings and how the fabric was draping, color combinations, etc. I then moved over to the music world where I worked on set design and then interior design for restaurants and hotels. That led me to general manage a women’s resort line, but my heart and expertise was in men’s, and I got my opportunity three years ago when Le Club approached me. Neysa and I make a great team as we understand that we are designing for our customers and not for ourselves. Who are some of your favorite designers and what’s your inspiration for swimwear? Neysa: It has been the journey of a lifetime so there have been various throughout the seasons: my dad, Jorge Rivera, Giorgio Armani, Ralph Lauren, Robert Graham, Tory Burch. Working with my father taught me about style, fabric content, pattern making, dimensions, and attention to detail, which gave me appreciation of the work these amazing designers were doing. The environment where it will be worn—the ocean, the beach, the island, the water, the sun, the sounds, the breeze, the sand, and feeling them all at the same time. It is a state of mind.
JUST ADD WATER Born in Miami in 2014, Le Club Originals made a name for itself producing men’s and take-down swim trunks with its signature fun patterns. Today, this multi-generational lifestyle brand continues to focus on fit, quality and style while being kind to the environment and the people in it.
WE TALKED WITH Neysa Rivera, VP of Finance and Design, about her passion for garments that are best enjoyed with water and making memories and Billy Little, VP of Operations and Design, who believes connecting to community is one of the most valuable ways that a business can give back. How did your career in swimwear design get started? Neysa: My family were men’s clothing manufacturers, so I was
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What are you most excited about for the SS 2022 collection? Billy: Sustainability. We have always been committed to the environment and our goal is to become a 100% sustainable brand by 2023. After introducing our new collection of swim trunks made of 100% plastic bottles, our next collection is going to include new items such as polo shirts and T-shirts made of organic cotton. How have you used social media, especially during the pandemic? Billy: We started a national campaign for the frontline workers. The idea was sparked when our Le Club model posted a photo of himself on his social media geared up in his RN uniform heading to work. He inspired us to reach out nationally to our audience for them to submit to Le Club their ‘everyday hero.’ We received thousands of submissions with so many touching, inspiring stories and in appreciation for the ones that stood out, we gifted them Le Club apparel. At the end of the campaign, our audience—which had exploded—got to vote on who they felt was the everyday hero to win the grand prize, weekend getaway to South Beach, FL, along with a Le Club wardrobe. We felt it was not always about sales, but to connect with our customers in a humancompassionate way. What inspired you for the patterns you created for SS’22? Neysa: The idea of a renaissance for our planet in every way and a sense of responsibility and commitment to contribute to a healthier and cleaner world is in our hands. The new sustainable fabrics with colorful floral prints bring that joy of celebrating a better future for all. There is a feeling of hope and determination to move forward together for us and the new generation of kids.
NICKY ROSE KIDS
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Q&A
BEYOND EXPECTATIONS How teething accessory company Three Hearts evolved from being sold on Etsy to becoming a specialty store must-have.
INDA TRIEU NEVER intended for her handmade teethers that she first sold on Etsy to become a sought-after brand now sold in approximately 1,500 stores nationwide. But after five years, three kids and one pandemic, the Three Hearts of Houston founder has achieved tremendous success through innovation, determination and passion. Three Hearts is truly a labor of love story, as Trieu continues to add chapters one market, one retailer and one order at a time. Here, Trieu reveals the key ingredients to the Three Hearts recipe. It’s a blend of product, people and planning. And while that may seem pretty basic, it’s all about how this Mompreneur mixes those ingredients. Dig in. —Michele Silver You must get asked this all the time, but who are the three “hearts”? When I began the business in February 2017, my son Eden was an only child. He was my inspiration for my children’s products, and so the company represented the union of him, my husband and myself. By 2019, I had two more children and I felt it was my destiny to be a mom of three so now, my three hearts are Eden, Maya and Ori. How did Three Hearts evolve from an Etsy operation to selling in 1,500 stores all over the country? I began making pacifier clips, bibs and teethers and selling at arts & craft shows and farmers’ markets all over Houston. I was a mom during the week, and on the weekends, I would sell what I could. In
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September 2017, post Hurricane Harvey, we planned to open a small baby boutique in the Houston Heights area focused on our products and children’s apparel. That October, I went to shop the Dallas Market Center and happened to meet a rep, Annette Cardona-Stein, who had heard about our Texas teething rattlers via social media. She asked if I would consider selling to retailers. While I had never looked at my business as a manufacturer, she was so convincing, so I had to give it a try. We’ve grown naturally one store at a time, one order at a time, one market at a time.
Linda Trieu
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Q&A
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We believe in building a more wonderful world, one pair of Pajamas for Peace at a time!
“ WE WANT OUR RETAIL PARTNERS TO BE THE KEY TO OUR COMPANY RATHER THAN OURSELVES.” Why do you think your handmade products are resonating so strongly with customers? I believe that our ability to make many of our products by hand in the U.S. is what sets us apart from our competition. Many companies in our category source most, if not all, of their products in China. Our ability to customize the products in-house is also what makes our buyers feel like they get something special. We do a tremendous amount of custom work for our retail partners. We are deep rooted in the boutique business, and we want [these buyers] to have a luxury brand in their stores. I really appreciate and understand the unique psychology of a specialty store, and that’s why we grow our business one store at a time. I’m very hands on and no matter how big we get, I’ll always remain that way. A lot of manufacturers don’t have that personal connection. What makes your products unique? My objective in design is to have multi-use products for on-the-go parents. The focus of has always been to produce baby products that modern parents would find aesthetically pleasing with functional features for baby. We saw a big demand for silicone teething toys that have built-in cognitive skill-building, were easy to clean and had a modern, contemporary aesthetic. We began with our toy selections in 2019 with the release of our 12-piece teething blocks. The block set is a teether, bath toy, shape teacher, and math skill builder. The blocks have sides with numbers, animals, shapes, and textures, which are all great to help baby navigate through their teething needs—they also
Promoting kindness through the act of giving.
come in beautiful colors. Our block sets did so well during the first release that in January 2020, we released a new sequence of colors. Since then, we’ve added many other silicone teething toys with the same function and style, from star and heart stack sets to teething puzzle sets and much more. We have several new releases of stackers coming for August 2021. Will Three Hearts be attending any trade shows this season? We plan to attend Kids Hub and NY NOW in August. Since Three Hearts product is generally immediate with shorter turnaround time with each collection, we’re planning to showcase our fall and holiday collections. How are you getting the word out about Three Hearts? I have done my own social media for years. As a mother I know what I’m looking for in products for my children, so it has come natural to me to promote what I’ve made. We’ve been very blessed with the support from our stores and their dedication and loyalty to our brand, and much of that support comes from being a woman, mother and maker. In March 2018, you stated in a local Houston magazine that your goal for 2019 was to be in 200 stores but you have zoomed past that. What do you attribute that success to most? We finished 2019 with over 700 stores. We expanded to the LA Market, AmericasMart Atlanta and NY Children’s Club. We also joined Faire online wholesale market and we’ve seen tremendous growth there.
Q&A
Today, we are in approximately 1,500 stores nationwide. Our buyers are buying our toys, our story and our service, and we’re more focused than ever on providing great quality products and the best customer service. How have you pivoted amid the pandemic? So, we came off our best first quarter in 2020. All our stores in March were still selling, and I came in every day and continued to ship orders. Then we needed to reassess in April. While less than a handful of stores asked us to cancel their orders, [we weren’t] receiving a lot of new orders. And once Easter passed, everything came to a screeching halt, and I made the decision to relaunch our website. I did Instagram live warehouse sales with discontinued product and new product we made with recycled materials. People were home, they were tuned in and buying. Our products are utilitarian, and people were having babies. By mid-May, the virtual marketplace blew up, and we became number six in the teething category on Faire.com. We wound up expanding our office space from 1,500 to 4,000 square feet and five to 15 employees. In addition to innovative products, what are some other factors contributing to Three Hearts’ success? I think that our objective to provide the high level of service to our
buyers is what helps us to grow. I’ve spent a great deal of time over the past three years going to market, writing orders and meeting with buyers face to face across the country. I pride myself in visiting our showrooms and being hands on with our branding and service. So many of the stores we’ve done business since we launched know me personally. I take great pride in that fact. What type of marketing support do you provide your retail partners to help sell your products? We work hard to provide the best support we can for our retailers. We provide assets via Pixieset, so that they have both lifestyle and product photos. This helped greatly during the pandemic. We were able to support stores to go live online as fast as possible. We also spend a lot of time on social media supporting our stores. We want our retail partners to be the key to our company rather than ourselves. What has been most rewarding about running Three Hearts? Providing products for parents that I’m proud to use for my own kids. Seeing the joy that babies and parents have using our products. Most of all, how proud my son, Eden, is of our products and our company. It means the world to me when he talks about what his mother does for work.
R E TA I L P R O F I L E
Miriam Montgomery, Chris Connelly, Carol Connelly
GIVING IT THEIR ALL Never one to shy away from a challenge, retail pro Chris Connelly has revamped and reimagined her Greenvale, NY, baby clothing store Tutti, which in Italian, means “all.” BY
MICHELE SILVER HRIS CONNELLY HAS been through her shares of industry ups and downs. After all, she had been in the childrenswear business for more than 30 years and had weathered all kinds of storms. But a global pandemic? This was the biggest—and potentially most destructive—business storm yet. Chris had already experienced a series of changes that began after the 2008 economic recession. In 2009, she closed her Upper East Side location, Tutti Bambini NY, to focus solely on her Long Island outpost. Later on in 2017, she shuttered that to opened
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For F I V E full days, and O N E dedicated Children’s floor, you can source a wide variety of clothing, specialty items, shoes, tween, and more. And don’t miss the twice-annual showcase of children’s temporaries this August.
August Atlanta Apparel Showrooms: August 2–7, 2021 Temporaries: August 3 – 6, 2021
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Tutti, which carried a more narrow and deep merchandise mix of newborn to size 8 (Tutti Bambini carried up to size 16). Tutti was bigger in square footage yet significantly more intimate. “We created it to maintain our cozy feeling, because we didn’t want to lose that original feeling of our smaller space,” Chris says. “We have dedicated departments to meet all of our customer needs. We created an Instagram studio and a layette appointment room. Every inch of the space is dedicated to making our store more efficient and comfortable.” Chris’ new partner was none other than her 21-yearold stylishly creative daughter, Carol. “With my experience and her Millennial point of view, things really just took off,” she enthuses. “I have so many young moms now, and they love her cool style. When we do our buying, she has a different vision and so we are a great combination.” Chris also harnessed the expertise of her sister, Miriam Montgomery, for merchandising and store design. These three musketeers set out to conquer baby wear needs in the Long Island suburbs. March 2020. No one was buying anything or going anywhere, unless you were an essential worker or owned an essential business. And Tutti was an essential business. Clothes for baby were considered essential. Now Chris and Carol had to
Custom display created with Tutti’s retail architect
figure out how to safely get items that customers wanted into their hands. First, they set up three shifts at the store to maintain social distancing. “Since our customers couldn’t come to us, we had to figure out how to get to them,” Chris says. “We bumped up our social media and texted our customers to let them know that we were here and operating. We texted them photos, did FaceTime
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appointments and offered free local delivery. As we were doing that, the word was spreading that we were operating, and more and more people were contacting us for all of their needs.” The other phenomenon occurring was the droves of families leaving New York City for more space in the suburbs. No matter what’s happening in the world, babies will always be growing out of their clothes. “Everybody needed things. They needed pajamas and loungewear, and when it was got warmer, they needed summer clothes,” she says. “There were also more birthdays and babies being born.” Tutti’s business kept trucking along. There was another unexpected benefit for kids’ retailers—due to supply-chain disruptions, the flow of the next season’s merchandise slowed to a welcome pace. “We’re so used to getting our shipments so early so that we’re selling fall in July. Then during Covid, fall orders were coming in August and September so that I had a longer selling season for my summer stuff, Chris explains. “People really prefer it that way and I do, too.”
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“ MAINTAINING THE CUSTOMER RELATIONSHIP IS PRICELESS TO ME.” – C H R I S C O N N E L LY
Local makers also got a type of visibility and opportunity they might not have ever had without a global pandemic. Chris sourced a number of one-woman suppliers in the area who were creating in-demand looks, such as tie-dye hoodies with beads. “I could call them, and they could bring the items right to my store. A lot of these businesses were booming because you couldn’t get things from overseas.” Although she is quick to point out, “Don’t get me wrong, people still love all the European items. But we’ve been dealing with a lot of local people and getting special, unique things from them.” As the pendulum slowly shifts from loungewear all day every day, customers big and small are ready to get more dressed. However, comfort remains key, so Chris makes sure to stock collections with super soft materials—and her clients have a new level of appreciation for it. “This is so nice, both from the manufacturing and retail point of view, that the customer is appreciating the hand of the fabric.” Tutti stocks collections from Louise Misha, Bonton, Morley, NuNuNu, Kissy Kissy, Baby Noomie, Oh Baby, Posh Peanut, Petit Haley, Dori Leggings, Hope Jeans, Tiny Whales, California Vintage, Sweet Wink, Splendid, and Chaser. Spring/summer trends include lightweight gauze and linen fabrics in fun prints and solids as well as single tone tie-dye and ombré, which have replaced neons and brighter tie-dye patterns that were so popular during Covid. Along those lines, anything “happy” such as butterflies and smiley faces are also selling well. Of course, fabric wasn’t the only thing that customers learned to appreciate during the pandemic. Service reigned supreme.
R E TA I L P R O F I L E
“Everyone can pretty much buy whatever they want online,” Chris says. “But the feeling that our customers they get when they come into our store and we know their name, and we know what they like—you can only get that in a specialty store. In today’s environment, service can make or break a business. Maintaining the customer relationship is priceless to me.” When it comes to her advice for other retailers, the list is relatively short but vital. Number one, have a social media presence. Two, purchase a POS system that tracks inventory and what customers are buying. Last, but not at all least, develop a great team of people who are as passionate about doing business as you are. Chris says that her staff is truly a family with very little turnover; many employees have been with her for 10 years. One or two sales people are even helping the grandchildren of original Tutti Bambini NY customers. “You have to really love what you do, and everyone who’s in your store has to love what they do.” June 2021. Tutti moves to a new space. It’s two doors down from the prior location, but any kind of move is a massive undertaking, especially after a global pandemic. Chris and her team install custom display pieces, including a giant shelving unit in the shape of a heart. And that, dear readers, is how Tutti always gives it their all.
Warm and fuzzy wall of layette accessories
ON TREND
Hatley
Boboli
Andy and Evan
Snapperrock
Nanai Shade Critters
Ripe for the Picking Juicy fruit and fragrant florals create a fresh backdrop for SS’22
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Duukies
Mayoral Appaman
Feather 4 Arrow
Little Lady
Kissy Kissy
Young Socialites
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ON TREND Floafers
Keds
Sperry
Saucony
Pediped
Reef
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Water World Splish, splash. Sparkles, color blocks and funky prints transform basic summer sandals and flip flops into footwear fashion statements.
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It’s a Wrap Classic tartan pjs, modern dresses and a cookie tray for ole St. Nick usher in the holidays for your little customers.
Andy and Evan Montana Milan
Wee Ones
Goosewaddle
Feltman Brothers
Mud Pie
Nomandino
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2 0 2 1 A U G U S T • E A R N S H AW S .C O M
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LéoLéo is wearing is wearing swimwear swimwear top top by by Planet Planet Sea, Sea, shorts shorts by by Feather Feather 4 Arrow 4 Arrow and and visorvisor by Snapper by Snapper Rock. Rock. 24
From left: Léo is wearing swimwear by Coco Au Lait and sunglasses from Jonas Paul Eyewear; Andy is wearing swimwear by Mini A Ture and sunglasses from Jonas Paul Eyewear. 26
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Léo is wearing swimwear by Konges Sløjd. Opposite page, from left: Andy is wearing swimwear by Feather 4 Arrow and sunglasses from Jonas Paul Eyewear; Carlotta is wearing swimwear by Molo; Léo is wearing swimwear and hat by Olga Valentine.
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Carlotta is wearing swimwear from Lola and the Boys, sunglasses from Wee Farers and vintage sandals. Opposite page, from left: Léo is wearing swimwear by Verrone and sunglasses by Jonas Paul Eyewear; Carlotta is wearing swimwear by Minnow and sunglasses from Wee Farers; Andy is wearing swimwear and hat by Snapper Rock. 30
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Andy is wearing swimwear by Bella Bliss. 33
From left: Carlotta is wearing sunglasses by Wee Farers; Léo is wearing swimwear by Planet Sea; Andy is wearing a hat from Mini A Ture. Opposite page, from left: Carlotta is wearing swimwear by Limeapple, hat by Olga Valentine. Léo is wearing swimwear by Verrone, sunglasses by Lola and the Boys. Special thanks to Borre Moreno for the location in Mexico and the car.
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BE THE BUYER
CHALLENGE THE STATUS QUO Alana Oxfeld and Cheryl Gonzalez took a calculated risk when they opened their Miami-based store, State of Kid, which not only sells a well-curated selection of children’s clothing and accessories but also offers a studio for movement and art classes with flexible scheduling. Alana previously led communications at Bai Beverages while Cheryl ran operations at baby-products company Fridababy as well as German-based clothing company littlehipstar. They talk about their research process, pandemic survival and how thinking outside the box can yield great rewards.
BE COMPLEMENTARY. It could be a challenge if there are co-owners who both want to be buyers. But since Cheryl’s expertise lies in finance and operations while Alana’s is in creative and marketing, their different skill sets able them to divide and conquer. Each owner has a specific role and set of tasks for which they are responsible. “We each bring something unique to the table. However, it’s so important that we share the same larger vision for the business,” Alana says. “That has been so critical to our success.”
While shopping online can offer a host of conveniences, buying clothing for children can be an exercise in constant returns. The different sizing among different brands, Alana says, often makes it impossible to know what works best, not to mention all those growth spurts. So, there are opportunities for brickand-mortar stores to open and find a robust market. Make sure to find a location with easy parking along with anything else “special” you might want for your customers; State of Kid took advantage of the proximity to kid-friendly eateries knowing that caregivers might desire that before or after a class.
ONLINE IS NOT THE END-ALL BE-ALL.
As we all now know, a major event can disrupt the best-laid plans. Make sure you have a team in place that can problem solve and implement changes
PREPARE TO PIVOT.
quickly. When the pandemic hit (only after six months of the store being in business), State of Kid went virtual for three months and then opened for small, private pods. They also created their own line of reusable masks with unique prints for children and adults, which provided them with a new revenue stream when they needed it most. FLEXIBILITY AND FEEDBACK. Ask for feedback from your customers in the form of survey questions and assess the common themes, so you can better serve your community. While it’s important to have a clear mission and focus, don’t get too set in your ways. It’s so important to listen and be open to change. Everyone must know how to adapt because the one constant in business—and the world— is change. Make being nimble an art form and hire staff that you can train accordingly.
Create a strategy around your customer base and their buying needs and habits. Have a robust selection of “cult” favorites and leave room in your budget for a smaller selection of different brands that you can test. Dressier outfits are now replacing some of the loungewear and pjs that characterized the pandemic season, although comfy garb will be somewhat of an evergreen trend. Remember to stay true to your strategy and vision because you can’t be all things to all customers.
MERCHANDISE MIX.
You’re invited! Join Earnshaw’s at Dallas Market for the 2021 Earnie Nominee Reveal Party! August 24 2-4 PM Dallas Market Center 8th Floor
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N O T E T O M Y YO U N G E R S E L F With fashion in her DNA, Leslie Pitts’ journey took her from cashmere blankets to entire clothing collections.
THE TRUST FALL Leslie Pitts, creative director and founder of Lucky Jade Kids provides a poignant reminder in believing in herself and describes the non-linear path to her comfy chic children’s collections.
, It’s fall of 2002. We need to talk design, and by that I mean your designs. Your own brand. It’s time to leave behind the corporate design job that finds you frustrated and bored to tears and start something new. Besides being “over” the current job you have had to keep because your husband started a tech company (and you need health insurance), you are pregnant with your first child. When you are not putting together design presentations for large retailers, you are working on, or shall we say “obsessing” over your baby girl’s nursery. Sophisticated and elegant baby room decor is a struggle to find in 2002. After numerous visits to both big box stores and boutiques, you decide to design the bedding yourself, because after all, your mother is an interior designer and you love to design stuff with her. Something about this process sticks with you: was it the design process itself or the service you received in the small local boutique? The answer is both. The service you receive in a small boutique near your Los Angeles home changes everything. The service, the atmosphere, and the creative freedom feels magical. You want to be a part of that world. While learning the fashion business from bottom to top and eventually designing women’s after spending a few years in production, logistics, and administration, you find the niche you are looking for. You spot a window of opportunity in children’s and decided it is an avenue you want to pursue. You have never designed anything
N O T E T O M Y YO U N G E R S E L F
for kids or even worked with sweaters. But, as per usual, you tap into your pool of resources and figure out how you are going to do this. Fast forward a few years. You create Lucky Jade named after your first born, Cameron Jade, and design and manufacture 100% cashmere blankets. Living in Los Angeles is a bonus—this is the very beginning of the celebrity baby boom and that fares well for you. Do I even tell you how excited you will be when you see your blankets and sweaters on the cover of Vanity Fair and People magazines, and on the pages of InStyle? But we know this is just the beginning of the story. As you go through the journey of starting Lucky Jade, my two biggest pieces of advice are a bit cliche, but here you go. One, follow your passion. Two, trust your gut. These are the two things that will serve you right. We will start with “follow your passion.” Don’t let others tell you your idea is not “you” or “your brand”. Stay consistent with your ideas and the customers will follow. Trust your gut and you will know what the right decision is. Sometimes it might not be crystal clear, but you will know when decisions need to be made. Always make sure to focus on the vision of what this journey looks like. Organize these thoughts. Write your story because the story is what got you here. The designs are an offspring of this process. Spend the time telling your story because you will come to realize that all great brands have a soul behind them. Details matter so make sure to focus on that, too. I know you will but I’m
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reminding you how important this really is. Having your own brand is a meandering and bumpy path full of people who will tell you that you are not designing what the market wants. Financial crises will happen, a pandemic will happen, and many customers and stores will go out of business. But you are strong and will keep fighting for what you love to do—design and sharing that with the world. So much has happened with technology and everyone’s access to information 24/7. You are expected to share your life and work daily with the world. Yes, they want to know what you are doing all the time! It feels strange at times, but you will need to record videos of yourself talking about things like design influences, what shoes you are wearing, and maybe even what the dog is doing. This is where your uniqueness will shine. There is only one you. Show your process, share your vulnerabilities and your quirks. Take the time to share that because you will meet amazing people from all over the world who will become part of your daily life. The passion behind your brand is the catalyst that moves you forward. The energy and your love of design is contagious. Make sure that you are always the one making the decisions. Stay true to this vision for Lucky Jade because you are the brand. From start to finish, it stems from you. Oh yeah, and you will have another baby in 2010. But you got this.
FINAL CUT
Making Headway Mix-and-match accessories for locks have arrived from HairValier. Created by hairstylist Nikki Evans, a HairValier is a patent-pending, clip-in braided hair extension adorned with a pendant/ charm known as the Valier. There are four braid colors, including ombré, and 14 valiers such as feathers, shells, unicorns and rainbows— for myriad sassy permutations.
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