menu

Style Guru On Wheels Talks About Her Mobile Retail Revolution

Style Guru On Wheels Talks About Her Mobile Retail Revolution
Retail

PSFK chats with Joey Wolffer, creator of the Styleliner accessories truck, who discusses the next iteration of the pop-up shop.

Laura Feinstein
  • 25 february 2012

Everyone loves a good road trip, but sadly few are able to turn that fun weekend trip into a fulfilling and full-time career. However, the talented Joey Wolffer — the brains and the brawn behind “luxury on wheels” fashion-mobile the Styleliner — has managed this epic feat. By renovating a twenty-foot potato chip truck, Wolffer, who is a former jewelry designer for Meems LTD, providing accessories for several High Street stores in the UK, and then later a Jewelry Designer for Nine West and Trend Director for all of Jones Apparel Group, offers a constantly rotating selection of impossible-to-find accessories. Through Styleliner, Wolffer has created a unique mobile shopping experience, utilizing her vast experience and worldliness to curate limited-edition pieces not found in your typical bricks and mortar store.

Though she’s a busy, jet-set woman of the world, we were able to catch up with Joey before she embarked on yet another trip across the world (this time to Nairobi) for a few quick questions.

I guess, first I should start off by asking, what are you doing in Nairobi?

I was in Kenya for a combined product trip, safari and a great friend’s wedding. It was the trip of a lifetime. The Kenyan people are the most wonderful people in the world and the artisanship is incredible. I was also very lucky to meet a designer who lives in Nairobi and is going to do special pieces for the Styleliner!

I know you’ve been taking your company on some serious travel adventures (Palm Beach, etc). What are some of your best “tour stories?” Where else did you end up traveling to?

The Styleliner is a well traveled truck. She’s been to NY, Connecticut, New Jersey, Florida and Montreal, Canada. The trip to Montreal was one of the funnier ones. I drove from NY with my husband. Because we left New York so late, we arrived at the border at about midnight.  After already going through the wrong gate to get through, we had to park the truck and go to the customs agent in this very intimidating building. It’s funny because whenever I deal with customs, without fail I feel like I have done something wrong even though I haven’t, so I have a constant look of guilt when amongst them. We got passed through the entire customs team at the border because no one knew what to do with our little shop on wheels, we were not their everyday crowd at all! They finally let us go, but it was such an amusing experience trying to explain what the truck was.

Anyways, the road trip continues this spring with jaunts in LA, San Francisco area and DC, so we will be on the go, getting the brand out there!

What made you want to start this project? Is it more difficult to work on your own this way rather than with a larger brand or company attached? Is it in some ways more liberating?

I traveled a lot for my different positions at the Jones Group and realized there were some incredible designers out there who weren’t represented in the US. I wanted to create a space to show them but I couldn’t see myself opening a conventional retail shop. With the craze of food trucks and social media becoming integral in business, I felt a boutique on wheels was the way to go. Because at that time (I started hunting for the truck in April 2010) there weren’t many or even any shopping trucks, it was a challenge because I was really starting from scratch without anything to look at for direction. I brought on an amazing interior designer Regina Kay who really made the vision a reality.

Starting your own business is intimidating, but equally rewarding. There are days when I think having a 9-5 job would be so much easier, but then that’s not me. I love what I do from every angle…I like the discovery of new pieces that are so different than anything I have ever seen before, the travel, working with customers to understand the product and how it caters to their individual style. I feel so lucky and proud to have dreamt of something and seen it become a reality, but of course there are challenges. Building a brand is no easy task, it takes time and commitment, but it is SO exciting when you meet someone and they say they’ve heard of you and what you’re doing.  I don’t have any regrets, I work 100 times harder than I ever have but I’m seeing results and that is worth it!

How do you decided which designers will make the final cut?

For me, it’s all about being fresh and original. I don’t want to carry someone that has a version of something I’ve seen before. Each of the designers I carry have their own style and story. I have such been so lucky to create such great relationships with all the people I work with.

Where does your love of fashion come from?

I know as a little girl I was always concerned about my outfits. My mom once dressed me in a peach colored Naf Naf tshirt, a mint green high waisted go-go type skirt and Neon ballet flatss and I never could forgive her, (I was 7), so from then on I took over as much as one can at that age of course. Fashion is in my blood. My great great grandfather was the founder and creator of Marks and Spencer, so I’ve always felt the urge to follow in his footsteps, in my own way of course. My mother was also an incredible jewelry designer and worked for Van Clef and Harry Winston, so I think it was my route all along!

Where would you like to take the Styleliner?

From a perspective of location and destination, I’d like the Styleliner to have homes all over the US, but at least 1 truck on the east coast and one on the west and then many little Styleliners across the country. I’d like the Styleliner to be the ultimate global emporium both in trucks and online. My goal is to build the world of the Styleliner, a place where people can connect with the product and the places and people that create it.  I want them to be able to virtually travel to the places where all these beautiful accessories come from.

If someone sees something they like but you’ve already moved on to somewhere new, can they still order from you?

Of course! We are very accessible through email, but we also have an online boutique that is being re-designed as we speak!

Do you ever do styling for events, or do you prefer to focus more on the retail aspects?

Styling comes with the territory. We don’t really have much clothing so its more about how to wear the accessories. I do private appointments and this is really when I am able to get more into detail of how to wear each piece and what kind of clothing to wear it with. I am an accessories girl. I truly believe you can completely change your look with a new necklace, belt, scarf etc. We have also pulled on to sets for magazine shoots, so that stylists can pull from the truck.  So yes styling is a big part of it!

Thanks Joey!

Styleliner

Retail
Trending

How Indiegogo Is Becoming An Adult Product Destination

Retail
Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Trending

Get PSFK's Related Report: Future of Automotive

See All
Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 21, 2016

Everything I Know About Leadership I Learned Teaching 7th Grade Math

Bree Groff, Managing Director at NOBL NYC, shares her secrets for knowing your employees and enabling a team

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Advertising september 23, 2016

These Trucks Drove Around In Circles For 24 Hours To Keep Time

The giant ticking clock was created by 14 Scania vehicles in a deserted airfield

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia september 23, 2016

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

No search results found.