STYLINER JOEY WOLFFER INTERVIEW
I am really excited to feature the very stylish and down to earth Joey Wolffer, an accessories designer, fashion stylist—and now entrepreneur, who has spent years traveling the world. Top Shop, Miss Selfridge and Jigsaw have sold the merchandise Joey designed, based on the treasures she sourced in Northern Africa, Brazil, the Balkans, and Europe. Today you can find Joey at the helm, or rather, at the wheel, of her own enterprise: The Styleliner. By refurbishing a twenty-foot potato chip truck, and filling it to the brim with extraordinary accessories, she has created a unique mobile shopping experience. The StyleLiner’s carefully curated merchandise is a combination of unique and limited edition creations by a host of international designers (which you will not find in other stores) along with Joey’s own jewelry and accessories collection. As Joey drives The StyleLiner around, she proves that the entrepreneurial apple doesn’t fall far from the tree: her great-grand father, co-founder of Marks and Spencer, started out as a street peddler. Follow the styleliner to view tour dates and dont be shy, the truck is easily recognizable so just step into this funkaliscious treasure chest and say hello.
Greatest inspirations or influences?
- Donna Karan, what a woman. I met her this summer where I had the great fortune of interacting with her in an intimate setting. She is not only an iconic designer of our time but above all, she is also a philanthropist. Right now for example, she is making a difference to people lives in Haiti by helping Haitian people get back on their feet through the creation of beautiful pieces of art for Urban Zen. She is also involved in many other charities, but all seem to never lose sight of her true love, design.
- There is also my father. He was a true entrepreneur, starting with nothing and fighting his way up from poverty in Germany to success in America. I think you have to be a fighter when you are starting businesses, nothing is ever handed to you.
How did you come up with the idea of the styleliner?
I used to work as a designer and trend director for Jones Apparel Group. During that time, I would travel all over the world for inspiration. Along the way, I started discovering some talented designers that were not sold here in the US. I wanted to be share their talents here, and as my world continued to open up through these designers and travels, I began to realize that perhaps I had a business idea of my own. I did not want to begin as a bricks and mortar store and I didn't think I was ready for ecommerce considering so few people knew about these designers. The truck phenomenon is huge here in New York, giving businesses freedom and creativity. If you aren't satisfied where you are that particular day or the people don't seem like they are the right clientele, then you move! This seemed like the perfect model for me for my business. I would be able to get the designers out there and to the costumer in a unique vehicle (no pun intended).
How do you choose the different designers you carry?
- Originality: I like to see designs that innovative and fresh, yet wearable.
- Style: I try to mix all styles/trends. I don't believe that you can be fully put into one category. I think I am more bohemian, yet I love to mix the look with a more turned out style.
- Quality. I like Italian leather, I like pieces that are finished properly.
Most interesting travels so far?
- Morocco, Rio de Janeiro, Buenos Aires, and I always find the best in Paris.
- This year, I am going to Kenya and Im so excited for what I will find there.
Favorite websites, blogs, publications?
- I still love to read magazines. I like to be able to flip through the stories, so as far as that goes, L'OFFICIEL, French Vogue, British Elle, and British Vogue are my favorites.
- I have a subscription to The Monocle and I love it. It is the perfect combination of everything lifestyle, business, politics, fashion, and the arts.
- As far as blogs, I love Ninu Nina, especially the music and the features! I did a video interview with the girls at Stylelikeu and I find their blog fantastic for inspiration. I always follow style.com, the Cut and Daily Intel from New York Magazine.
Fashion icons in your opinion?
- Jane Birkin, Talitha Getty, Carine Roitfeld and Kate Moss-each with their own look, they exude personal style and confidence.
How does NY inspire your style?
New york allows for individual style and being the melting pot that it is, I love to mix pieces from all different cultures and looks. I have amazing jewelry from Morocco that i mix with clean, modern looks. I don't believe in having one particular style, I have many and New York allows for that.
Anything else you'd like to share?
Yes, I am a really good parallel parker, even in heels.