Joey Wolffer: The Bohemian Entrepreneur Behind The StyleLiner
From Global Explorer to Mobile Retail Maven
Joey Wolffer—accessories designer, fashion stylist, and world traveler—has built a career around discovering hidden gems. After designing for Topshop, Miss Selfridge, and Jigsaw with pieces inspired by her travels through Morocco, Brazil, the Balkans, and Europe, she’s now channeling that same adventurous spirit into The StyleLiner, her 20-foot mobile boutique.
Housed in a refurbished potato chip truck, The StyleLiner is a rolling treasure chest of limited-edition accessories from international designers—many unavailable elsewhere—alongside Joey’s own jewelry collections. It’s a nod to her entrepreneurial roots: her great-grandfather co-founded Marks & Spencer as a street peddler. “The apple doesn’t fall far from the tree,” she laughs.
Inspirations: Philanthropy & Fearless Hustle
Donna Karan: “A design icon, but also a philanthropist—she’s changing lives in Haiti through Urban Zen.”
Her Father: “A fighter who built success from nothing. Entrepreneurship isn’t for the timid.”
The StyleLiner’s Origin Story
After years as a trend director for Jones Apparel Group, Joey realized the designers she discovered abroad lacked a U.S. platform. “I didn’t want a brick-and-mortar or e-commerce—I wanted freedom.” Enter the food truck model: “If the crowd isn’t right, you just drive away!”
Curating the Truck: Originality, Style, Quality
Design Criteria: “Innovative yet wearable, with impeccable craftsmanship (Italian leather, please!).”
Style Philosophy: “I’m bohemian, but I love mixing in polished pieces—labels limit you.”
Wanderlust & Future Adventures
Favorite Finds: Morocco’s markets, Rio’s vibrancy, Paris’s timeless chic.
Next Stop: “Kenya—I can’t wait to see what treasures I’ll uncover.”
Joey’s Style Icons
Fashion Crushes: Jane Birkin, Talitha Getty, Carine Roitfeld, Kate Moss—“Women who own their look.”
Reads: L’OFFICIEL, French Vogue, The Monocle (for lifestyle-meets-business).
Blogs: Ninu Nina (music + culture), Stylelikeu (raw personal style), The Cut.
“NYC lets you mash up cultures—Moroccan jewelry with minimalist tailoring, why not?”
Final Confession
“I’m a killer parallel parker—even in this truck!”
in heels.
