Sara knows a lot about wholesale and retail business. For 15 years she represented some of the nation’s leading specialty educational toy companies, a position that provided the flexibility she desired to raise her son. Now with Zach off to college in Los Angeles, Sara felt it was time to start her own business.
I caught up with Sara shortly after the website launch for a little fashion chat:
Sara, what inspired you to start your own business in fashion?
You have handpicked 16 designers from around the world to feature on FlairWalk, how did you find them?
My personal style is classic with some edge (or “va voom”) to it. I try to buy pieces that take little effort and pair them with other pieces to make a fantastic looking outfit! I also try to buy things that can be dressed up or down, for example a dress that can be worn with a flat black sandal for a more casual look with minimal makeup or worn with a high heel sandal with more makeup for a dressy, dramatic look.
I look for designers who offer quality in design and craftmanship as well as color choice, appropriate fit, versatility of garment, my perceived desirability to women and if I think it will look good on a variety of women (short, tall, blond, brunette, slim, medium build, etc.).
You have a section called FlairPick where you feature a “real” woman modeling some of your merchandise. What’s the thought behind that?
When I was coming up for the idea for the site, I thought of using “real women” for the FlairPick section because I think society puts so much pressure on women to look a certain way – mostly tall, thin and young – and that is unrealistic for most women. By using real women FlairWalk is highlighting the fact that all women can look great just the way they individually are.
How does FlairWalk differ from other online women’s boutiques?
FlairWalk keeps in mind how busy women are these days, working or non-working, with children or without. We offer clothing, accessories and small gifts that are very easy, and make women’s lives simpler.
When you say easy, what do you mean?
By “easy” I mean that one can put it on and look great! It doesn’t take a lot of time to figure out what looks good with it. Also “easy” is that the piece of clothing that will go with different items, such as work pants or jeans, and be part of different outfits.
Speaking of easy, not only is the website easy to negotiate but it’s very friendly, like a personal shopper or a shopping buddy. Do you envision FlairWalk this way?
Oh good, I’m happy to hear you say that. Yes, it was one of the goals when creating the website that it had a warm and friendly feel.
Thank you, Sara. Best of luck and I’ll be back in touch for FlairWalk updates.