I’m in the middle of writing this interview and decide to bounce over to the Viva Diva Facebook page to get a little more acquainted with the store.  Sorry folks, I don’t get to visit ALL of Viereck’s illustrious stores.  She’s doing well, but we’re not quite to “fly me to the Bay [...]]]>

I’m in the middle of writing this interview and decide to bounce over to the Viva Diva Facebook page to get a little more acquainted with the store.  Sorry folks, I don’t get to visit ALL of Viereck’s illustrious stores.  She’s doing well, but we’re not quite to “fly me to the Bay Area for interviews” status.  I start sifting through the pictures on the site and literally zone out for 45 minutes salivating over all of the clothes and boots…the BOOTS.  I even got majorly sidetracked trying to look for this disgustingly beautiful Ladakh cape on the interwebs (the one paired with Viereck’s yum-mazing tribal print Hot Sake).  I’m fairly certain they no longer have it, the pretty thing.  I even ventured onto EBay and that place gives me hives.  Pain.  Suffering!  My next thought was, “hmmm…when am I going to San Francisco next?…..how far away is San Rafael?……I wonder if it’s expensive to fly into…..” OK SIMONE STOP THE MADNESS.  I gotta tell you folks, there is nothing like a boutique owner that was once a sales rep.  If ANYBODY knows her clothing it’s a former CLOTHING REP.  Amy Anderson has been on the other side ladies, and she’s clearly honed her skills in seeking out quality and affordable merch.  Viereck LOVES what you’re doing at Viva Diva Amy!  Peruse the interview!

1. Where are you from?  If you’re not from San Rafael, how did you end up there?

I am a Marin County gal.  I left Marin for college in San Diego and then lived in San Francisco for several years.  When I moved back to county in 1995, I gravitated toward San Rafael, for its warm weather and close proximity to the beach, the wine country, and the city.

2. Where did the name Viva Diva come from?

When I knew I wanted to open a clothing store, I played with every name I could.  At the time I was a Northern California clothing rep, and was on the road visiting stores in the South Bay.  A license plate in front of me was “VIVACE”, so I played with “Viva” and whatever rhymed with Viva.  And voila, Viva Diva!

3. How did you decide to open a store?

I opened Viva Diva in 1997 after working as a clothing sales rep.  I loved the idea of having a business that was my own creative outlet.  I also loved the idea of being my own boss, and of creating a boutique atmosphere that I had not yet encountered… namely one that was fun, encouraging, “girlfriendy,” and a little inappropriate at times.

4. What are your favorite Viereck pieces and why?

We love the Viereck silk Hot Sake dress at Viva Diva.  The colors available are rich and saturated, and the fit is a no-brainer for so many different body types.  We have styled this dress multiple ways, even discarding the belt to tuck it in as a beautiful blouse with jeans.

6. What trends do you love right now?

For this season, every Nor Cal girl needs a pair of amazing skinny jeans in black or dark denim, and one pretty printed blouse than can be worn “lady” if necessary, but can be made super sexy when low cut or unbuttoned with a colorful Cosabella bralette and chunky chain necklace.  Also key this season in every closet should be a pair of high wedge suede booties or knee-high leather fold-over boots.  Finally, every Nor Cal chick should have at least one amazing sweater that can be used as a layering piece.

I’m seriously nodding my head in agreement reading this.  Amy is like….like…a guru.

7. What is playing in the store right now?

We play a combination of house, blues, and rock at Viva Diva.  Some of our favorites right now are Florence and the Machine, Foster the People, and the Black Keys.

8. Who are your style icons?

Starlets and rock stars from the 60s, 70s and 80s inspire me.  I love the carefree, beachy style of Brigitte Bardot, the feminine hippie vibe of Stevie Nicks, and the rocker sexiness of Pat Benatar.

9. What is the Viva Diva customer like?

Viva Diva is all about sexy, contemporary fashion and a true girlfriendy vibe.  The Viva gals believe in real-girl wearable trends that are flattering and accessible.  We are partial to bohemian, beachy styles paired with a sexy rocker edge.

10. What trends do you see for Spring and Summer?

For Spring 2012, we are really excited about the amazing saturated colors and tribal prints that will start coming in next month.  Four key pieces for Spring include a pair of brightly-colored flare or skinny-leg jeans, a feminine but sexy tunic that can be worn as a mini dress or with jeans or shorts, an assortment of oversized printed and solid sheer tees, and one stellar pair of leather-covered heel, or stacked-wood heel, platform sandals.  To finish off Spring necessities, our Nor Cal customers should get their hands on some long, layering necklaces.

11.What do your customers think about Viereck?  Is there a certain customer that gravitates more towards her clothing?

Our customer base for Viereck dresses really varies from young, contemporary fashionistas to more mature ladies.  Our gals are drawn to the vibrant colors, and once the dresses are on, to the killer fits.

12.Why is your store unique in San Rafael?  Don’t be shy now….

My assistant buyer, Bri, and I are always searching out the looks and trends that are coming next that will work for our Nor Cal ladies. In addition to our consistent lines that continually prove themselves with amazing fit and great quality, we are constantly seeking new, fresh styles and designers.  One of the things that sets Viva Diva apart from other boutiques in our area is that we are constantly scouring the markets for lines that offer the best quality and contemporary styles at the biggest bang for the buck.  This gives Viva Diva a great balance of high quality and hot trends.  Our customers can find special and unique pieces that will work for the their budget.  As a result, we get new deliveries nearly every day.  This keeps Viva Diva always fresh and always changing.  Our customers know that each week they can find new treasures.

13. . How were you introduced to the Viereck line?  Were you hesitant with it being a new line for you in this economy?

We were introduced to Viereck by our sales rep, Ginger.  We were not hesitant to pick up Viereck once we saw the fit and quality of the line.  The price points are on target and the styles on trend.  Price has not been a deterrent to our customers for Viereck.

14. What is the best thing about your job?

Don’t get me wrong.  I love the buying, the merchandising, and the satisfaction of working for myself.  But my favorite thing about owning and running Viva Diva is the relationships I have made with my customers who have become my girlfriends and the wonderful gals I have worked with over the years.  I am inspired by them and always so thrilled by their hard work and dedication to Viva Diva.

15. Annnnnnnnnd what is your favorite cocktail? 

tequila..

Like Viva Diva on Facebook at www.facebook.com/vivadiva and visit their website at www.vivadivaboutique.com

Interview by Simone Gray

No mean girls here - Owner, Emilie, at far right

I met Emilie, owner of the fabulous Neptune Beach store Jaffi’s, in 2009 when she walked into the showroom I was working for at the time.  Sensing refinement and class, I quickly ushered her past the cheesy collection of Frankie [...]]]>  

No mean girls here - Owner, Emilie, at far right

I met Emilie, owner of the fabulous Neptune Beach store Jaffi’s, in 2009 when she walked into the showroom I was working for at the time.  Sensing refinement and class, I quickly ushered her past the cheesy collection of Frankie B jeans sullying the front window.  “Don’t look to your right, Emilie, that denim isn’t for you!….Don’t…DO IT” I steered her toward Viereck’s section and there, the love affair with Viereck was born.  Emilie is as easy going as the history of the store’s name.  She bought Jaffi’s 10 years ago from two friends, Jill and Taffi, when the store was 1 year old.  “The name Jaffi’s really doesn’t mean anything,” concludes Emilie, “it’s just their names put together.  I always meant to change the name but never got around to it!  Oh well, too late now.” This relaxed attitude is exactly what makes Jaffi’s a gem in Neptune Beach’s laid back community.  As one Yelper put it, “The store, while being pretty high end, still has the light and easy attitude that you would expect to find at the beach, which makes for a pleasant shopping experience.” In other words, Jaffi’s thankfully caters to those looking for something a little more special than Havaianas and jean shorts.  Jaffi’s keeps Neptune Beach bums looking chic and stylish in Viereck year round!  Peruse the interview….

1.Tell me about Neptune Beach and why you decided to open a store in this area?

I LOVE the Neptune Beach area and live right down the street.  I decided to open stores in the area to bring a little “hip-ness” to our beachy community.
2. Do you have a certain article of clothing that you wear consistenly or can’t imagine living without?  

My favorite pair of petite bootcut jeans by AG.  I wear them all of the time and can dress them up or down with a great top and sassy shoes for any occasion.

3. What do customers like about your store?

We offer a hand-selected collection of the best each season has to offer in fashion and accessories from the hottest designers and are extremely helpful to our customers without being pushy.  We are also warm and welcoming and nice to everyone!
I owned the children’s boutique (KYDS) next door to Jaffi’s before deciding to get into the women’s business and was surprised at how intimidating boutiques can be to folks who don’t typically shop in them.  I was also shocked at how petty and catty some boutique girls could be (to each other and even to customers).  We don’t hire those girls, and go out of our way to treat everyone with respect and provide world class service at all times.

4. What are your favorite Viereck pieces and why?

We LOVE Viereck and are never disappointed with the collection season after season.  Our favorite pieces this season are the Cayenne, the Socia, and the Hot Sake – as always!

5. What is the Jaffi’s woman like?

She’s fun, all ages, and likes to look fabulous without trying too hard.  She’s always put together in a laid back, “hip, beachy casual” kind of way.

6. What is Jaffi’s style aesthetic?  What do you look for when buying for your store?

The Jaffi’s “look” embodies a clean, simple, and effortless style, yet is comfortable and wearable. Each piece can always work in tandem with another or add spice to an ever-building wardrobe.  Fun and fearless with style best describes the aesthetic of this store and the Jaffi’s shopper.  We look for pieces that our customers will always reach for when they are getting dressed.  Our favorite things become their favorite things…

7. What trends do you love/hate?

Love the slouchy off the shoulder top styles out now…Hate the weird super high-low skirts and dresses that are out now and moving forward into spring.
8. What do your customers like about Viereck?

The fit and fabric are amazing and styles are always hip, fun, comfortable and flattering.  You can always count on Viereck for classic pieces with just the enough “edge” to be current and sexy in a good way.

9. How did you get your start in fashion?  

I started sewing when I was 7 and both sets of grandparents were involved in the Fashion world.  My father’s parents were dress makers in New York back in the day and my mother’s parents owned and operated a retail “department” store in Tennessee that was in our family for over 100 years.  I quit my job at Merrill Lynch 10 years ago when I decided to open my own store.

10. What do you see trending for Fall?

Fall seems like and “anything goes” season this year – which is good – because that way we will always have something great to flatter every body type.

11. Who are your style icons?

Jackie Kennedy, Audrey Hepburn and Madonna in the 80′s (when she pushed the style envelope without being raunchy).

12. Do you have a certain article of clothing that you wear consistently or can’t imagine living without?

My favorite pair of petite bootcut jeans by AG.  I wear them all the time and can dress them up or down with a great top and sassy shoes for any occasion.

13. What style are you ordering from Viereck next?

We’ll probably be reordering the Cayenne dress very soon!!!

14. Do you ever feel like you have nothing to wear?

Yes – all the time.  That means it’s time to clean out my closet and get something new

Friend the fabulous Jaffi’s at www.facebook.com/jaffis or find them on the web at www.jaffisneptunebeach.com

Interview by Simone Gray

It’s always a good sign when, every time you see certain buyers, they’re dressed in Viereck.  I am fairly certain that Kim Hiley, owner of Tribeca in Chicago, IL owns every color of the Ortega.  “I LOVE the Ortega.  You can wear it in nearly any season, you can put a tee under it, [...]]]>

It’s always a good sign when, every time you see certain buyers, they’re dressed in Viereck.  I am fairly certain that Kim Hiley, owner of Tribeca in Chicago, IL owns every color of the Ortega.  “I LOVE the Ortega.  You can wear it in nearly any season, you can put a tee under it, wear it with leggings – it fits everyone!” Kim exclaims.  One of Viereck’s premiere customers from the very beginning of time, Kim follows certain principles in her clothing selection for Tribeca – the pieces must layer well and maintain it’s wear-ability throughout the seasons.  “You look so much more pulled together when you layer,” she insists.  “My customer does not buy basics from me , she wants to look different.  She doesn’t even really care what the trends are, as long as she looks cute.” Unfortunately, I have never had the pleasure of shopping at Tribeca but her Yelp reviews all but scream (very lady-like that is) Tribeca is not a store, it’s an experience.  I think I came across the word “amazing” about 46 times.  If I’ve seen the Ortega transformed into something different each time I’ve run into Kim, I can only imagine the service and advice she gives to the ladies of West Loop on the items they buy.  We love that Tribeca gives new life to styles we already thought we’re marvelous.  Viereck thanks Tribeca for her innovation and support!  Peruse the Interview!

1.  What is Tribeca’s style aesthetic?

I go for a little “urban chic.”  Clothes you would wear out to dinner or to an event; an engagement party, rehearsal dinner, wedding.  Nothing that is too dressy though.  I also go for “novel and colors.

2.  I see that you have style tips located on your site – what are some other style tips you can give to our fashionable followers?

Wear what YOU like.  Do not worry about the trends.  Accessories.  Have a good brown and black belt and brown and black cardigan – you can make SO many outfits with just those items.

3. What trends did you see for Spring 2012 at the Vegas shows?

I was still buying fall at magic.

4.  How do your customers react to Viereck?

My customers like it because it fits well and the colors are deep, jewel tones.  My customer really goes for color.

5. Why is your store called Tribeca?

I thought the name rolled off the tongue and people would associate it with NYC, thus with fashion.

6. What trend do you love right now? Hate right now?

I love maxi skirts and the color cinnamon.  I hate Navajo prints – who likes that?

(“Hipsters,” Simone whispers)

7. What is the Tribeca customer like?

Late 20s to 40s, urban, goes out, wants to look good, doesn’t care about trends.

8. Do you have any upcoming events or sales in the store?

I’m having a back to school party and giving away a Kindle.  Everyone gets a Tribeca coffee mug as well.  I have one party a season and give away something cool.  I’ve had a beach party and gave away an airline ticket and beach hats…

Like the Ortega and bagajillion other Viereck styles Tribeca has on facebook at www.facebook.com/TribecaBoutique

Interview by Simone Gray

I met Evalotta Danforth in January of 2009.  I was a penniless soul, trolling 3rd street for a boutique job.  Freshly transplanted from San Francisco and intimidated by all of the unsmiling bobble heads manning the little boutiques on that particular stretch, I was seriously contemplating whether or not my outfit was cray.  [...]]]>

I met Evalotta Danforth in January of 2009.  I was a penniless soul, trolling 3^rd street for a boutique job.  Freshly transplanted from San Francisco and intimidated by all of the unsmiling bobble heads manning the little boutiques on that particular stretch, I was seriously contemplating whether or not my outfit was cray.  Enthusiasm quickly fading, I trudged past ­­­Joan’s on Third wishing I could order one of their $34 cups of coffee.  Suddenly, this cute little Swedish chick popped out in front of me and asks, “May I take a picture of you?”  I looked at her sideways.  I was getting really tired of being mistaken for the Tia & Tamara.  They’re ugly and they’re lame and just because I’m mixed with curly hair….  “I love your outfit, may I take a picture?” she asked again, cutting into the angry rant inside my head.  Word of advice people – a way to a women’s heart is through overt flattery of her outfit. From that day on, Histyley has held a special place in my heart.   Ego boosting aside, Viereck loves Histyley because of her fascination and celebration of individual style in Los Angeles.  Featured in reputable publications such as Wired UK, Glamour Germany, Glamour Australia, The Times Magazine, NY Magazine, Evalotta could have chosen to focus on the more “highly publicized” fashion centers of the world, but she saw the significance of the LA street scene.  “I started my blog back in 07 – I had been reading other street style blogs and was curious to try one in LA,” she explains.  Why wouldn’t LA be covered when the content is so vast?  I will be the first to admit that, before I moved here, I thought of LA as one huge strip mall devoid of personality.  The structure of the blog is brilliant in that it highlights the immensity of Los Angeles.  Broken up into each section of the city, Histyley showcases the defining flavor of each area and more importantly that Los Angeles does have community.  Histyley is like a fashion anthropologist documenting the style tribes of Los Angeles.  Peruse the interview.

1. How long have you lived in LA?

I moved to LA from Sweden in ‘96.

2.How/why did you start your blog?

I had taken a break from photography, had a toddler and was pregnant with the second, so the “three” of us were walking the streets of LA looking for stylish people.

3. What is your favorite area of Los Angeles  – not having to do with style?

The beach!

4. What is your favorite area of the city for style?  Where do you consistently find the most fashionable people?

Depends on the season, but a lot of times Silverlake and Los Feliz.

5. Has anyone ever been rude to you when you ask to take his or her picture?  Any weird stories?

No, I’ve been lucky.  People are pretty friendly.  Some people look confused when I have my kids with me, and I tell them that they look great and that I want to take their picture.

6. What is a Tittyboo?

A wild young woman.  I had a jewelry line a couple of years ago and I called it Tittyboo and when I Started HiStyley I used it instead of my real name. I realized pretty quickly that people thought it was a different kind of site with a name like that…

7. What is a trend you love right now?  Hate right now?

I love the bright colors and the eclectic prints. I can’t say I totally hate, but I don’t care much for the JC Lana boots. They were fun at first but now they are annoying.

8. Tell me what a typical day is like for you…

The kids usually wake us up by 7.  We drop one off at school while the little one and I hang out for the day, doing mom and kid stuff, scouting for some stylish Angelinos, hoping for a nap so I can get some work/blogging done.  When bedtime comes for the kids that’s when my work starts.  Sometimes I go to some events, edit photos, photoshop photos, read blogs, and go to bed at 2 am.

9. Do you have plans to expand outside of LA – I see that you have Sweden listed on the site, but what about other major US cities or international cities?

No I don’t have any plans, but I’ll bring my camera when I travel so who knows what the next place will be!

10. What is your favorite Viereck piece?

The silk Hot Sakes.

11. What is your favorite item of clothing?

Right now it’s Jumpsuits. Love them, perfect for hot LA days.

12. Who is your favorite blogger?

anywho.dk

13. What do you love about blogging?  What annoys you about bloggers?

I love to share with the rest of the world the cool and stylish people we have in LA.  I also love all the amazing people I meet thru blogging. If some bloggers annoy me, well then I don’t read it!

Check out the the fashion tribes at www.histyley.com and Like Le Wild Woman on Facebook at www.facebook.com/histyley

Interview by Simone Gray

Don’t get me wrong.  I love the beach.  It’s great with all of it’s shiny….wet water and stuff…..it’s just that rocket dogs, printed tees, and board shorts…….it’s not my bag baby.  There seems to be a definite lack of fashion sense in the beach areas, which is FINE.  I mean, you [...]]]>

Don’t get me wrong.  I love the beach.  It’s great with all of it’s shiny….wet water and stuff…..it’s just that rocket dogs, printed tees, and board shorts…….it’s not my bag baby.  There seems to be a definite lack of fashion sense in the beach areas, which is FINE.  I mean, you can’t surf in Viereck, you just CAN’T.  BUT!  Damn if you can’t look good on the way to the sand people  – NO EXCUSE!  And, that’s where Cami comes to the rescue.  “Bringing Manhattan to Manhattan Beach” is more than just a clever motto.  The clothing store and accessories shop are the essence of clean lines and sophistication.  It has the aura of an expensive, high end SOHO store without the outrageously “why? why does this cost this much” prices.  “I [wanted] to bring the sophistication of New York to the beach!  Our stores blend city and beach, “adds Caryn, or Cami, owner and buyer for Cami.  Originally a mechanical engineer, opening a clothing store seems way out of left field for Cami.   However, Cami’s mother, a highschool sewing teacher, introduced the importance of clothing construction and fit at a very young age.  “She always said having clothes that fit look much more flattering than those that don’t.  I grew up loving clothes.”  It just goes to show you can take the girl out of fashion (and put her in the mechanical engineering program at Carnegie Mellon), but you can’t take the fashion out of the girl.  Peruse the interview.

1. How long has the store been open?

We opened the first store almost four years ago and the second store last October.  Both are in Manhattan Beach, CA.  The original store is now shoes and accessories and the other is clothes and accessories.  I am a big accessories person!  I think they add personality to a plain outfit.

2. What is Cami’s aesthetic?

The concept I had when opening the first store was to sell great accessories that would add the “pop” to an outfit.  The clothes we sold were to be the backdrop for these accessories.  We expanded to two stores because of the popularity of our clothes.

I buy for the store things I’d buy for myself! I don’t buy things that I wouldn’t wear. The majority of the designers I carry in the store are designers I have in my own closet. That said, I am also always looking out for new designers. I always want to stay “fresh” and give my customers a reason to shop my boutique rather than a department store. Viereck is a line that is special and it’s not one you’ll see everywhere. I like that.

3. You live in Hawaii at the moment, correct?  Any plans to open a Cami there?

I live in Hawaii right now.  My husband is assigned to a project here.  We hope to move back to California by the end of the year.  There are no plans to open a store in Hawaii, but I would love to open another location in California!

4. What is your favorite Viereck piece?

I love the Hot Sake dress.  We nicknamed it the “money dress” because it looks great on everyone!  You can dress it up or down.  I love its versatility and price point.  I don’t want my customers to buy something that they can only wear once. It’s a compliment to me when I see them wear something over and over again!!

5. What do your customers say about Viereck?

They love the style, fit and the price.  One of my customers/friend wore a Viereck dress to the New York Palace Hotel paired with her Jimmy Choos for drinks…. and then wore the same dress with flip flops to Starbucks in Manhattan Beach.  She’ll also be able to wear the dress with boots in the fall.  The styles are simple, flattering, and fashionable.

I also like the fact that Deborah worked with Gwen Stefani!!  I think we are all a little intrigued by rock stars especially one, like Gwen, that is known for her unique style.

6.What’s the Cami customer like?

I have a really wide range of customers in terms of age because of our product mix.  Our average customer is between is 28-48. The customer who is buying Viereck is a mom who wants to look good, be stylish and be comfortable.  We also have the younger (20 something) customer who is buying Viereck because of it’s easy and flattering styles, and great price point.

7.What advice can you give independent designers as far as marketability/wearability?

Design something that is versatile – something that can be dressed up or dressed down, that can be bought by young and old, and that is special yet not too trendy that it has a ‘limited ‘ life.  I like classic designs with a twist.

8.What trend do you love right now/hate right now?

I like to see people have their own style.  I hate un-originality.  I don’t like Khloe Kardashian’s style (leopard leggings, rompers, high waisted skirts).  However, she rocks it (well , some of it!) with her confidence.  I think Sienna Miller and Gwenyth Paltrow have great style.

9. You were a mechanical engineer before you went into fashion – how did you dress for that kind of job?

Suits!  I love the structure and fit of Theory suits.  I like women in suits in Corporate America. I believe when you look professional, you feel more confident and get respect.   I added jewelry, a scarf, and/or funky socks (with pant suits!) to make it my own.

If you can’t manage to get out of the water whilst you’re down in Manhattan Beach, check out Cami online at www.shopcami.com and be sure to Like their page at www.facebook.com/pages/Cami-Manhattan-Beach

Interview by Simone Gray

EVERYBODY HAS A FECKING BLOG!  I too, want to start a fashion blog, and I’m seriously toying with the idea of calling it www.pleasegodnotanotherfuckingfashionblog.com.  To get a feel for what’s going on out there in this bloggy blog world I sit at my desk and [...]]]>

Olivia Gossett of I Like What You're Wearing

EVERYBODY HAS A FECKING BLOG!  I too, want to start a fashion blog, and I’m seriously toying with the idea of calling it www.pleasegodnotanotherfuckingfashionblog.com.  To get a feel for what’s going on out there in this bloggy blog world I sit at my desk and sift through endless, mindless, drivvle every day.  At this point I’m pretty sure I have an MBA in how to stare vacantly into the camera as well as insanely bad photographic composition.  It’s a lot of waify, “Here I am staged-posing on a Sartorialist-like street corner in something you will never be able to afford for the 3,456^th time! Yaaaay, look at me.”

Stabmyeyesout.com

But THEN!  I see glimmering faintly, a gem of a blog.  I gently brush the stupid that has sullied this find and I am reassured once again that women HAVE evolved since the 1950’s.  Olivia Gossett, editor of I Like What You’re Wearing, is a stylist, copywriter, and photographer.  Is she a character on “Yeah Mon,” you ask?  No, she’s just part of the genus Baduss Bishis.  “I do have many slashes. I’ll start by saying I’ve done six unpaid internships in the past three years, so I’ve been able to dabble in lots of things, and pick and choose which I wanted to expand,” Gossett explains.  Way to upstage everyone Gossett.  I’m not kidding.  These are the type of women we like to exploit over here at Viereck.  Thank you for not boring the shit out of us and reaffirming my love for fashion.  Truly inspiring!  Peruse the Interview…..

1. Your site is ILWYW Los Angeles and Charleston, explain the Charleston connection.

I went to the College of Charleston. And, perhaps a bit more relevant, it’s where ILWYW was started. As I was in school I began my journalism career, writing for four publications at one point. After working so much for others, I wanted to start my own publication. Honing in on my fashion and photography background, I started ILWYW.

2. How do you know Caroline of ILWYW Charleston?  How and why did you partner up?

Caroline and I were roommates in college during my sophomore year. After leaving Charleston I wanted to reach out to someone I knew could handle the site, and Caroline has done wonders in Charleston, coming up with original features and staying connected with local designers. Though I’m not surprised, she has always been one to take initiative in the community, whether throwing a party to promote the college radio, or as the PR manager for a local art gallery. Plus, she has good style. I knew she was the perfect girl to ask to work on the site.

3. How did you find out about Viereck?

Managing a website that only features local designers, it wasn’t long before I came across Deborah and her line. I try to curate the site as much as possible, and make sure only talented designers get featured, so when I came across Viereck, I couldn’t wait to tell my readers about any upcoming news from the label. Honestly, I don’t remember exactly how I came across Viereck, but I’m pretty sure it was either through a local fashion event or word of mouth.

4. What are your favorite Viereck pieces and why?

I really like the two-toned greenberg dress from the Spring 2011 collection that we featured in our latest editorial. With the shoulder cutouts and clean lines, it really shows how current Deborah’s latest collections are. It’s got unusual character, being fresh with clean lines and crisp hems, but still fun and different with cut outs and asymmetrical blocking. You can have a lot of fun with all the different ways to style it.

5. What trends are you most excited about for Summer?  For Fall?

Without trying to sound cliche, I’m not one to follow trends. Luckily, my mood of style usually coincides with what’s going on in the industry anyway. With that, I’m a sucker for shorts, and now with bloomers on the rise, I’m just overwhelmed! It takes a bit more thought to style shorts than a dress or skirt, so it’s fun to wear them. I think it’s kind of funny how velvet is peeking back into the fashion world just in time for the summer months, but now it’s all about anti-rules anyway, huh? And for Fall? I’m rooting for Persian style to make way, we’ll see.

6. What trend do you love/despise?

I love individual style. Real individual style. It’s hard for me to say exactly what that is, I am just one individual after all. There’s something about it you just can’t touch. Whether it’s something you wouldn’t be caught dead wearing, or something you want to borrow, it’s just the way someone expresses who they are and how they feel. It’s interesting. I think Tavi, aka The Style Rookie is a great example of this.

Hopefully we’ll all soon be over this uniform that’s been considered as individualistic and fashionable lately, usually consisting of a brim hat, oversized shades, a maxi or some sorts, crop top, cut-offs, some form of fringe, platform lace-up shoes, and/or a whole lotta vintage. Usually found of blogs of people photographing themselves.

***Cookie quietly hides her Jeffrey Campbell platforms in shame….but then BUSTS them out again cuz they’re the ugly brown tapestry version… booyah! in your FACE GOSSETT***

7.  What do you love about blogging?  What annoys you about bloggers?

Blogging about others allows me to get to know a lot of really great and inspiring people. I love hearing their stories when we do interviews, seeing their different studios when I go to pull for our editorials, and seeing their work at shows, knowing that they’ve spent dedicated hours, days, weeks on putting it all together. It’s also rewarding to be able to help spread news of their talents.

What annoys me about bloggers? Mostly that a lot of them do the same thing, so much so, that there’s a stereotype about them. Even though there aren’t as many that do what we do, and only features photos and news about local designers/ businesses, I try to have unique features. Also, a lot of them don’t really even have a great sense of truly good style, just saying….

8. Copywriter, Stylist, Photographer…..How?  Why?  Are you crazy?

Ha!  Yeah.  My advertising internships got me into copywriting, and now I am a freelance copywriter and part time copywriter for GUESS jeans. I grew up loving puzzles and words and, ok, I’ll admit it, playing Scrabble with my Mom, and enjoying it. So when I learned there was a profession that dealt with strategic wording I jumped right on it. Photography is something that came from working at various publications, covering events and such.  I ended up really enjoying it and getting my own camera. I’m self-taught. Finally, styling… I grew up in fashion, my dad and step-mom own a clothing company in New York and I was always helping designers, with look books, and attending fashion events, so I can’t imagine a life without fashion. Plus, it’s literally in my blood.  As far back as my family tree goes on my dad’s side, we have been in fashion. Even my last name, Gossett, derives from Gorsetnick which means at some point the man of the family, Nick, worked in tailoring corsets.

9. Is ILWYW what you ultimately want to do?  Will you expand the site into something else eventually?

Great question! Yes, and Yes! I don’t want to give too much away, but Caroline and I, among some other team members on the east coast are building a proper online publication.  Don’t worry, our roots of only featuring independent and local designers will always remain.

10. Who is your favorite photographer?

Matthew Bowers. He has been the photographer for all of our Los Angeles editorials. He studied photography and art, and really has a grasp on what makes a good photograph. Composition and lighting are his strong suits, which is great for working with him because, being a photographer myself, that’s where I lack. Together, we come up with great work.  Also, he does some impressive side work, notably his series of gothic style photos he created using a 4×5 black-and-white film camera. I had the opportunity to model for a few of the pieces in the series, and I can tell you, it’s not easy working with that old technology. You can see some of the pieces on his website, www.manufacturconcept.com.

11. How does the fashion scene differ from LA to Charleston?

Oh man, where do I begin? In so many ways!   Let’s just say, I reconnected with high heels when I moved from Charleston to Los Angeles. LA is far flashier. Wearing colored tights in Charleston is a bit of a stretch, pun intended. In Charleston, you walk everywhere or ride your bike, so getting all dolled up with high heels just isn’t as practical. Also, there aren’t bouncers or potential directors to impress.

Check out the girl wonder at www.ilikewhatyourewearingla.com and Like a fashionable Los Angeles at www.facebook.com/pages/I-Like-What-Youre-Wearing

Interview by Simone Serrail

Mind monkey or Monkey mind is a Buddhist term meaning “unsettled; restless; capricious; whimsical; fanciful; inconstant; confused; indecisive; uncontrollable”……or all of the emotions that overcame my wallet and I as we stepped into Monkie Boutique in Santa Monica (yep, my wallet does actually [...]]]>

Alison (left) and Mirina (right) are owners of Monkie Boutique in Santa Monica

Mind monkey or Monkey mind is a Buddhist term meaning “unsettled; restless; capricious; whimsical; fanciful; inconstant; confused; indecisive; uncontrollable”……or all of the emotions that overcame my wallet and I as we stepped into Monkie Boutique in Santa Monica (yep, my wallet does actually walk.  She just does what she wants… all of the time).  Open since 2000, Monkie’s original owner was studying Buddhism at the time and decided that a play on the word monk was actually the perfectly appealing, unpretentious, fun vibe she was going for.  After Alison Nitschke purchased the store in 2002, she brought in Mirina Moloney commencing a long-lasting, symbiotic relationship that would undoubtedly affect the good fashion karma of Santa Monica.  “At different times throughout the decade we have shared apartments.   It’s a testament to the respect we have for one another that we could work together, share a home space, and party together,” explains Mirina.  Apparently, this harmony translates into all aspects of their business, “Over the 9 years we have worked together in buying our assortments, we have developed an almost effortless balance in our styles and methodologies where we each defer to the other and stay open-minded when asked. But, if we don’t both love it, it isn’t for Monkie”.  Viereck has made the cut and we are honored to be part of the joy-slanging practice that Mirina and Alison have dutifully devoted their lives to.  And now I leave you with the interview and a Buddhist quote, “I teach one thing and one only: that is, suffering and the end of suffering…..through shoes”….err…I kinda added that last part.  Peruse the interview!

1. How did you two meet?

A: In ’99 we worked for Vin Baker together….

M: I was a bit, unfairly, hard on Alison as she had a hard time pronouncing my name, which I, of course, didn’t think was that hard. Eventually, her wonderful mid-western sweetness won me over and I forgave her.  I came on board a year after [Alison purchased Monkie] and we have been together ever since.

2. What’s Monkie’s aesthetic?

Both: Eclectic, Modern, Gorgeous!

3. What are your favorite Viereck pieces and why?

M: The Cayenne is a sexy, sophisticated dress.  It has a fun, retro look as a tunic over wide leg pants with a belt.  The Terabyte is versatile and different with the longer back hem and sassy short length in front.

A: The Hot Sake is a comfortable and easy dress to wear – I have 3 versions in my closet!  It works with a variety of footwear from flat sandals to knee boots depending on the occasion.  If I really want to take it up a notch, I swap out the tie belt for a leather obi. The Terabyte is a second favorite.  It’s a mix of classic sophistication and sexy, funky design.  This dress fits so many different body types because of the way the attached belt can be custom tied.  Again, this works with a variety of footwear as well.

4. What do your customers say about Viereck?

M: Our customers love the sophistication of her designs and how they allow them such versatility in their wardrobes and lifestyles. We have many loyal Viereck devotees that purchase several colors in one style and check in regularly to see what’s new by Deborah.

A: Our customers love that Deborah’s fits are flattering, comfortable and sexy.  They also love the price!  The price point of Viereck allows our ladies to buy two, three and four pieces a season.  We just can’t get enough of Viereck!

5. Where are each of you from?

M: I was born in South Korea and immigrated to Baltimore, MD when I was turning 5

A: I studied Fashion Design at University of Cincinnati in Ohio.  I came out to California in 1995 where I worked for a manufacturer in San Francisco.  I Moved to Los Angeles in 1999 to further my career in fashion on the retail side of the business where I am the happiest.

6. What’s the Monkie customer like?

M: Modern woman who is trend-conscious but knows her own style and wants to find something special and unique, not look like everyone else.

7. What advice can you give independent designers as far as marketability/wearability?

A: Women want to be comfortable but sexy.  Fit and fabrication are priority!

8. What trend do you love right now/hate right now?

M: I love menswear done in a sexy, feminine way. I love sweet-goth, even though our customers do not seem to relate…I have no hates.

A: My love will always be boho-chic.  I love color, prints, texture, feminine fabric that drapes and moves.

9. Tell me about the Keep It Local campaign on your website.  Do you only carry local LA designers?

M: We carry unique, up & coming designers from everywhere but are especially proud of our locals and suggest them more than bigger brands.

A: We try to encourage and inspire our customers to shop in their local shops and come in to experience the personalized service we offer at Monkie.

10. Tell me about Le Store Doggy

M: Peanut is my niece and the smartest, sweetest pup in any store, ever. She has taught herself to not only bring the ball back to you but will also flop on her side and “swim” to retrieve the ball if it goes under the furniture.

A: Peanut is a blessing from Much Love Animal Rescue.  I adopted her when she was only a few months old and Monkie is our second home.  She brings a casual, calm, but playful energy to the shop and even has her own frequent visitors.  You will typically find her laying on the sun soaked bricks in front of Monkie.

11. Tell me about The Housewives of New York city invading your store – how was that?  Was Monkie featured on the show?

M: I honestly have no recollection of that. But, I will never forget when Rashida Jones and Naomi Campbell came in to the store together. Both were very sweet, normal, regular gals. Naomi bought a pair of platforms. I got to see a version of Naomi’s famous walk in person!

Cookie: Did you ask her or did she just do it?  I got the Housewives thing off Monkies Facebook page???

A: More like they invaded our Facebook page! (Apparently, it was weird facebook spam by the weird cult of Housewives shows…of course)

M: She was trying on the shoes and had to stomp.  I mean don’t you always stomp when you try on shoes?

Cookie: Oh, yeah.  Of course.   And then I’m generally asked to leave the store afterwards.

Create good closet Karma and Like Monkie’s Facebook page at www.facebook.com/pages/Monkie.  Visit their website at www.monkieboutique.com

Interview by Simone Serrail

“Extreme platform pumps really gets my heart racing” Laugh out LOUUUD-DAH Ms.Stanley.  Viereck loves 3 traits in a broad – smart, funny, sexy and in exactly that order.  Meeting Erika Stanley for the first time these qualities pop out, like, IMMEDIATELY.  How can you tell she’s smart without even talking to her you [...]]]>

“Extreme platform pumps really gets my heart racing” Laugh out LOUUUD-DAH Ms.Stanley.  Viereck loves 3 traits in a broad – smart, funny, sexy and in exactly that order.  Meeting Erika Stanley for the first time these qualities pop out, like, IMMEDIATELY.  How can you tell she’s smart without even talking to her you ask?  Her haircut DUH!  It’s SMART.  Erika Stanley has the chic bubbliness of Edie Sedgewick without the lovable, yet ultimately sad, drug addiction.  You won’t see her nodding off in a corner!  Quite the contrary, Stanley has been featured on Access Hollywood and is currently SeenOn.com’s Style Expert.  “I always did have enough energy for 10 people and an electric personality, which made it natural and easy for me to start on-camera interviews with designers and boutiques for my SNOB Style TV video segments.  E! News then approached me to do Trend E! segments and that is how I started doing fashion and style segments for various entertainment outlets such as E! News, Access Hollywood, KTLA, Good Day LA to name a few.” SeenOn.com is a members-only private sale site that hosts 3-day flash “shopportunities” to buy Hollywood exclusives, original film wardrobe, Celebrity trends, and today’s hottest brands and designers LIKE VIERECK YAAAAAAY.  “I love the Dish dress and it was actually the style that I wore during an appearance on Access Hollywood.  I was hosting a fashion show for the original wardrobe from SeenOn The Kennedys mini-series.” Viereck so appreciates the love Erika so, to show our gratitude, you have been named June VChick of the month.  Peruuuuuse the Interview!

1. Tell me about Access Hollywood.

Access Hollywood is SO much fun!  I love to spotlight the latest trends, Celebrity Style and movie wardrobe, and I am very fortunate to be able to be the SeenOn Style Expert and host fashion/style segments for various outlets such as Access Hollywood.  Access Hollywood Live is exactly what it is…LIVE.  So I try to not psych myself out too much about being on live TV, and just have fun with it.  I make sure I take the time to research and study the trends and brands that I’m highlighting so I really know my stuff, and that’s all I can really do to prepare.

2. Where are you from?

I am actually a 2^nd generation L.A. native, and I’ve never left Los Angeles.  L.A. is where my heart is, and I couldn’t imagine living anywhere else. For the last 5 years I have become a Venice local and there is really nothing better than living 3 blocks from the beach.  I guess you can say I’m the quintessential Cali-girl.

3. What are your favorite Viereck pieces?

You can say I’m a little OBSESSED with the dresses.  Some of my favorite styles include the Broseph with it’s long sleek style it’s that perfect weekend go-to chic dress that is still very comfortable with creative design elements and a touch of sex-appeal.  Another favorite is the Axel because it is just so gosh darn cute and flirty.

4. How did you hear about Viereck?

I found about Viereck from the Venice boutique, Monkie.  I remember looking though the racks and since I’m always looking at not only the dresses but the labels because I like to have all the brands on my radar I noticed loving so many dresses from a brand called “Viereck”, and as soon as I got home I started googling and investigating this new brand I knew nothing about…but had to know more.

5. What’s in for next season?

You know I really think this 70’s inspired look isn’t going anywhere for a minute.  I think through this Summer season the 70’s will be here to stay.  It is such a strong trend and really perfect for those ward Summer days and steamy Summer nights.

6. What’s a trend you love right now/hate right now.

The trend I cannot get enough of is the Bell-Bottom trend.  I’ve always been a fan of wide leg and high-waisted jeans, but the bell-bottoms that are out in the stores right now are just the beez kneez.  I bought a pair of Citizen of Humanities Angie jean and I’ve already gone back and bought up all the other washes they are available in because I’m addicted.  The acid wash is something I can live without…FOREVER.  I had enough of it in the 80’s and got my fix.  That is one trend that I can be happy about not returning.

7. What stores do you think should carry Viereck?

If they don’t already…I think Boca in Pacific Palisades would do very well with the label, as well as Tobi Blatt in San Diego and Polka Dots and Moonbeams right in the heart of Los Angeles (Oh goooorl we got you beat!  Viereck is carried at Polka Dots & MoonBeams right neeeeow!)

8. If Viereck were a cocktail what would it be?  If you were a cocktail, what would you be?

I think if Viereck were a cocktail it would be a Gibson Martini.  The collection is very classic in design just like a Martini, but has a little edge…just like the cocktail onions give the Martini that little “kick”.  For myself I would definitely be a cocktail with Tequila, and I think I would be a Bloody Maria.  For those who don’t know, a Bloody Maria is a Bloody Mary but with Tequila.  They are a bit spicy, have a lot of flavor and are the cure-all for a long night of parting.  I’m a VERY early riser just like the Bloody Maria is the perfect morning miracle.

Be an exclusive member and score some Viereck swag at www.SeenOn.com

Interview by Simone Serrail

When Kristen Conahan of StyleWaxPoetic told me her blog came about after losing her job at a NYC PR firm I wanted to give her a shot of whiskey, a high five, and bro out with her in a dive bar on Cahuenga and Hollywood.  Lets talk about life and how you think [...]]]>

When Kristen Conahan of StyleWaxPoetic told me her blog came about after losing her job at a NYC PR firm I wanted to give her a shot of whiskey, a high five, and bro out with her in a dive bar on Cahuenga and Hollywood.  Lets talk about life and how you think it sucks and then it turns to maaaagic.  I can TOTALLY relate.  New York PR firm??  How the fuck is this chick so sweet and down to earth?  She should be splashing a cappuccino in my face riiiiiiight?  Wrong.  Hailing from San Diego, Conahan currently learns us some style in Los Feliz after the 4 year stint in NYC.  Her time there seems a departure from her friendly countenance and the light, fresh style of her blog** it, but it did seem to affect her personal style.  “..it is usually hippiechic and sometimes romantic paired with and edge.  I love the relaxed look of the hippie days, but I always try to incorporate some glamour with it so it’s not too granola..” Modeling the content on her site more after a magazine than an actual blog, Kristen has some stringent opinions on what makes a good blog.   “SPELL CHECK is a must.  A good blog should offer original content and well constructed posts.  Some of the amateur bloggers quickly put up a post and don’t really take the time too construct it. I think of Style Wax Poetic as a perfect juxtaposition between a magazine and personal blog. I offer online shopping and trend reports, but also add a personal tone with outfit posts…AND I use spell check!”  As 6^th grade spelling bee champ of Garretson Elementary, I give you another high five on that one.  Peruuuuuse the interview!

1. Is that you in the picture covered in newspaper on your website?

I wish! That shoot looks like it would have been so fun – wrapped in words, beautiful hair and makeup, ah!  It’s a photo I saw that instantly spoke to me and parallels perfectly the name of my blog, Style Wax Poetic.

2. What makes a great collection?

A great collection tells a story in its entirety. Just like an outfit either goes together or it doesn’t, all the pieces in a collection should tell the same story – colors, prints, and shapes, fabrics.  A collection that is well built should be able to be described in just a few words. You should gather the inspiration by looking at everything together, not just one look.

3. What is a trend you love right now/hate right now?

Boho, white lace, pallazo pants all run under boho glam and channeling the 70s in all it’s amaze-ness. I absolutely adore it! The trend I’m not loving is the old 80s neons and gothics.  The neon thing was fun for a bit but really needs to be done in a classy way and most of the time it just didn’t work. The gothic trend I’m over as well – ripped tights, torn up everything - I think women need to embrace their femininity again and it’s just way over done it’s not interesting to me anymore.

4. Who is your favorite photographer?

Alex Prager has some unique work that I really like. She has a very distinct style that I really find interesting and beautiful.  Juergen Teller is also fascinating in the fact that he gives a straight male perspective in the world of high fashion.  His work is raw and tangible – there is a realness quality to it all.

5.  Tell me about “Music Mondays”

Music Mondays was just an idea I had because I’m pretty obsessed with new artists and music and always have been. Any video, shoot, runway show, film, etc needs music to survive and it helps tells the story – to me they are all related.

6. What is your most prized style possession?

Right now it’s my Aldo Boot that I paid $75 dollars for. They were purchased 4 years ago, resoled once, and I still get compliments on them everyday. They are a brownish, red scrunched knee high boot with a wedge heel – I wear them almost everyday because they are so darn comfortable and CUTE!

7.What’s your favorite Viereck piece?

I like the Snoden, Scotch, and the Axel is my favorite! I love the use of polka dots for summer.

8. Where are your favorite places to shop?

Asos.com – they are super reasonable and tormentingly cute!  They have options for every trend of the moment.  Intermix NYC because they are very selective and have pieces that no one else carries, and good ol’ H & M.  They are really starting to get things right these days, it’s amazing!  Also the Good Will in ___ _____ (name withheld by the author to protect integrity of fabulous thrifting spot.  Nah ah – you’re gonna have to stumble upon it just like all of us seasoned thrifters had to do) is pretty amazing – can’t beat an $8 dollar top.

9. Does the music you’re listening to at the moment inspire what you’re going to wear and/or your general wardrobe?

Music is definitely an inspiration as it usually affects ones mood. I think mood has everything to do with what a person drapes themselves with.

10. Do you have any notable upcoming events?

Yes! Style Wax Poetic is hosting its first event at The Doves Studio on June 13^th. It’s basically a party to kick off Summer – I can’t wait! The salon is gorgeous, the staff is super amazing, and we’ll have everything you need to get summer ready: free blowouts, makeup application, summer jewelry, an amazing sunglass line called Raen Optics, a DJ, photographer, and food by La Grande Orange. It’s going to be AMAZE. It’s for media, bloggers and fashion related VIPs on a case by case basis due to availability.

*I’m not saying if you’re from NYC you’re an asshole – just look at me! er…uhh…wait

Check out Style Wax Poetic at www.stylewaxpoetic.com and LUUURVE her facebook page at www.facebook.com/pages/Style-Wax-Poetic

Interview by Simone Serrail