issue 4

Winter 2010

10 Years of Petunia Pickle Bottom10 Years of Petunia Pickle Bottom

At HomeHome with Layla GrayceLayla GrayceAt Home with

Layla GrayceLayla Grayce

Owl AlwaysLove You.

OwlOwl AlwaysLove You.

ExclusiveInterviewwith ourFavoritePetunia’s




By Gemma BookerFrom the world stage to backstage at the shows or in theoffice, if there's one thing that every person of style knows,it's that fashion cannot exist in a vacuum.

Style is in each and every one of us, as people, as parents and

Gemma Booker

as entrepreneurs. That's why child Style is focusing on the people who make the juvenile industry one of the most amazing, innovative niches to work in, we have brought you some amazinginterviews from local celebrities to legends in the making.

It is our hope that reading these stories will give you the inspiration to take your company to the next level and follow your dreams. For us it's only the first act, I can't wait to see what the next five years will bring for child Style Magazineand for you. Thank you to all our subscribers and fans!

We hope you enjoy the new format, and we would appreciate any feedback about it and/or the content. We also would appreciate any suggestions regarding topics you would like covered. Enjoy the issue !

Welcome to theWinter Issue

ChildStyleMagazine.com Winter 2010 05

Dashin' Fashiontalk about the

power of the internet.

The Launch ofJayneoni MooreNew York

Meet our featuredphotographer

Gina Lee

Layla Grayce sharesthe secrets of beinga popular online store

Happy Anniversary!A decade ofPetunia Pickle Bottom

We share our Rockin’finds for your littleRockin’ Rebels.

Owl always love youEtsy specialBack 2 School fashionfor every budget.

WHAM(work at home mom)and designer ofOne Posh Kid

Child Style sharesthe best of times andproducts from 2009.

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Editor-In-ChiefGemma Touchstone

Advertising ManagerJennifer Carey

Contributing EditorsBrandon WindsorNicole DeLoach

ContributorsJeanette Dianda

PublisherI Booker Media

PhotographyGina Lee

GraphicsDarren McGuire

EditorialSubmissions must be accompanied by a self-addressed and stamped envelope to be returned or they will be considered the property of

Child Style. Please send your queries to 21102 Crown Valley Parkway Suite D4155, Ladera Ranch, CA 92694 or [email protected]. Child Style Magazine is in no way responsible for unsolicited materials.

SubscriptionTo subscribe or renew, visit us online at www.ChildStyleMagazine.com or call 949.485.9405

Child Style is published by I Booker Media located in:Orange County, California 27702 Crown Valley Parkway Suite D4155 Ladera Ranch, Ca 92694

Reproduction, in whole or in part, without written permission of I Booker Media is strictly prohibited.For advertising, subscriptions, or any other inquiries please call 1.866.212.7713 or e-mail [email protected].

You can visit us online:www.ChildStyleMagazine.comwww.IBookerMedia.com

Opinions expressed in Child Style Magazine are that of the contributing writer and not necessarily that of I Booker Media or its staff.SAMPLES & SUBMISSIONS: you can submit written work, product samples, services or other art please note all submissions are not returnable.

Proudly Printed in California U.S.A.

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CHILD STYLE: In creating Jayneoni Moore New York, what is the mostexciting part for you?JayneoniMoore: This has beenmy dream, and themost exciting part formehas been seeing my little girl in my designs and seeing so much of her and her

personality in my designs. It is also such an honor for me to meet other moms

and hear their compliments and feedback. I feel so warm and fuzzy on the

inside, when I hear a mom say she loves the collection or that she is excited for

her little one to wear my clothing, it makes me say ok mission complete!

JayneoniMoore

CS: As a new designer, the most valuable pieces of advice you would share with someone starting out?JM: I think the biggest piece of advice I received was to know your vision, understand your point of

view and stay true to that.

CS: You own a popular marketing company, How does it feel to launch your own clothing line?JM: I have had my marketing company now for a little over 5 years now, but fashion has always been a big passionof mine and I actually designated my first children's collection about 10 years ago but I was so young and the timing

wasn't right. Once my daughter was born I knew it was something I had to do now for she and I. it is a feeling I can't

describe seeing my collection in stores and on tiny models - I am over the moon right now!

CS: Do you think your line represents your individual style and why?JM: I am a true fashion girl, I love beautiful fabrics, mixing prints, bows, strong structured pieces with classic cutsand all of this is well represented in my line. I have always dressed my daughter as a mini version of me, I didn’t ever

want her dressed in teddy bears or as a princess.

CS: What would you most like our readers to know about Jayneoni Moore New York?JM: Jayneoni Moore New York is made out of a mother's love for her daughter, I make clothes that make me smilewhen my daughter wears them and I love the idea making lasting memories in my daughters life. I hope the love for

my daughter and the happiness she brings me will be represented in my collections and that moms can feel the same

when their daughters wear my clothing.

CS: What is your secret to balancing home, kids, work and now your new venture?JM: My first priority is my daughter and being the mother I want to be to her, I then design my life around thatmotto while making sure I do the things I need to do to provide the type of lifestyle I want for us.

CS: How can we get our hands on the line?JM: The complete collection is available nationwide in high end boutiques and on www.JayneoniMoore.com

CS: What do you see in the future for the Jayneoni Moore New York Line?JM: Jayneoni Moore New York is a lifestyle brand that will grow as my children grow, I want to provide momseverything they need for their little girls from clothing to bedding, outer wear, shoes, handbags and more.


Gina Lee PhotographyChild Style: Your passion shines in your pictures, why children’s photography?Gina Lee: I found my passion for children's photography through the eyes of my own children. I just wantedsomething different, something fresh. Something colorful with no restrictive backdrops. I love the overall feel ofnatural lighting in a natural setting and how it just accentuates the beauty of my subjects. It also has a lot to do withmy love for children in general. I love their innocence, Their smiles, and little things they say. I just love being aroundchildren, so it only made perfect sense for me to do what I love.

CS: What are your tips and tricks for balancing a wonderful business and your family?GL: I just try to keep my life simple, which is one of the key ingredients to my business model as well. I also workaround my children and their schedules and with the support of my husband, it makes it so much more easier. At theend of the day, my family comes first, so if I have a ton of work on my plate, that's where a cold can of Red Bullbecomes my best friend.

CS: How do you come up with new ideas and fresh perspectives?GL: I am constantly inspired by my friends and peers and life in general. It might be a child sitting on a bencheating an ice cream cone in front of a ferris wheel and other times or it might be something my son or daughter says.Other times, I just have to get away, so I grab my camera and see where the car takes me.

CS: How do you stay unique to you?GL: I love, love, love color. and I think this spills over into my work. Children and families are colorful and I wantedthat to represent in my style and what I have to offer. :)

CS: How can our readers see your work or book a shoot?GL: I can be found at www.ginaleephoto.com and you can view all my latest happenings and gossip on my blog.

CS: Where is your favorite place to shoot?GL: I say anywhere where there is nice yummy buttery light, Ya know, that SunnyNatural light. I am there, I think you can put a child anywhere and make itbeautiful. I think shooting in different locations make it interesting and keeps meon my toes.

CS: What would you tell an inspiring photographer?GL: Anything is possible if you want it, you can make it happen. The sky is thelimit, but also invest in education. I am pretty much self taught and never knewthere were so many great resources out there and the reach out to thephotography community there are so many photographers willing to help outand share.

CS: What's in the future for Gina Lee?GL: Aaaaah!more fun of course! In the new year I will be launching Lifestylea Family-ography, A mix of portraits and video. I am so excited for this newadventure.

www.ginaleephoto.com

14 Winter 2010 ChildStyleMagazine.com

CHILD STYLE: Where does you inspiration come from?Layla Grayce: Inspiration comes in big and small ways even when you aren’t looking for it. We find it in a simplefabric or a particular piece of furniture to fashion and design trends found in magazines, blogs or trade publications.

We enjoy every minute of the creative process, but we certainly struggle to keep our look fresh and different.

Layla Grayce is constantly evolving and changing. Ultimately, we are fortunate to work with incredibly talented web

designers that are patient with our wild ideas and never ending requests.

CS: What is your design philosophy?LG: While neither of us necessarily belongs to any one design genre, Layla Grayce believes that design isabout peopleand creating a space that is functional and beautiful for real people and families to live in.No stale show homes for us.

The Layla Grayce style is about combining old and new pieces that evoke feelings through texture, color, personal

touches and scale that express the lives of those the pieces surround. We love to mix in unexpected pieces to keep the

look fresh and on trend. Important design philosophies we live are repetition, balance, scale, and symmetry. Most

design rules can be broken depending on the space, but successful design always looks more complete when some

(not necessarily all) the rules of design are followed.

CS: Is there a specific piece of advice you would give to other on line retailers?LG: Decide what your goals are as an online store and don’t worry about what everyone else is doing. Stay true toyourself and follow your own instincts and you will never be sorry about any decisions you make along the way. Being

unique is what will make you successful.

CS: What rule do you follow that defines your style?LG: We Absolutely follow rules while buying. Product that tells astory is what will initially draw us in, but our number one rule is that

it must blend with the products we currently offer. With

so many products on the market, we don’t allow ourselves to get

caught up in something ultra trendy. Our customers look to us to

provide timeless items that in some cases will become heirlooms, it

is no secret that many of the products we offer are not inexpensive.

Made in the USA or Europe.

CS: What is in the future for Layla Grayce?LG: The possibilities are endless. A store, a catalog, who knows.Recently, we redesigned our blog www.laylagrayceblog.com.We will

be featuring well-known designers and manufacturers as guest

bloggers and are evolving to includemore transitional furnishing and

accessories for home and child within the store. Growth is something

we shy away from because we never want to lose the personal touch

we have with our products and customers. Bigger isn’t always better.

As with life, we will see where Layla Grayce takes us.

Wendy Estes & Tiffany Harris


CS: How long have you been an on line proprietor, and what hasbeen your biggest hurdle?LG: Layla Grayce just passed her 5 year mark and how quicklyit has flown by! Running a business is full of daily hurdles but thebiggest hurdle in the beginning was convincing artisans to allow us tosell their products online and believe that we could sell a sofa or $5000armoire online to a customer who has never seen or touched it before.

More recently it would be to differentiate ourselves from the thousandsof online stores that have popped up in the last 2-3 years. Anotherpersonal business hurdle was moving the business headquarters fromone state to another, becoming familiar with new local and state laws,hiring all new employees. We moved on a Friday and were up andrunning on a Monday with the help of many. Virtually no down timewith our orderfulfillment but it was a VERY hectic, challenging time.

CS: What do you feel has been your biggest accomplishment as adesigner & store owner?LG: This is an interesting question, because we don’t look back and sayto ourselves that this or that was great, we never stop looking forwardand trying to find ways to improve our store or our customer service.However, looking back our biggest accomplishment has probably beento create an online store that is more than just about “selling” products.

Each item we sell, and every customer we work with, we treat like our best friend that we are sharing our favorite findswith. Layla Grayce is about a lifestyle that we are all searching for; to create a place where we all “love our life, andexpress our style.” Our tag line isn’t just words, we live it and share it through our practices andmulti channel outreachwith our customers, through our Backroom on our website, Blog and in social media venues such as Facebook andTwitter. We build relationships with our customers, forming friendships - a true accomplishment that we strive for witheach call taken, each email sent. We attend trade shows and have the opportunity to obtain positive feedback from ourmanufacturers on our business and discover what the general perception of Layla Grayce is. We are stuck in the day today operations of the business so it’s rewarding to hear that all of the daily efforts are making a difference.

CS: What are your secrets for balancing family and work?LG: I have 4 kids, It is difficult to manage it all and do it well and I don’t. Something has to give and sometimes itsfamily, sometimes its business, sometimes its friends. Friends and family would love to see my computer shut down at11pm (instead of 1am) or the Blackberry tucked neatly away in my purse. Fortunately, I don’t require a lot of sleep andfamily and friends expect it now. That said, both Tiffany and I are blessed to have patient and understanding family andfriendswho are just asmuch a part of this business in their ownway because they allow us the spacewe need to get it done!

www.laylagrayce.com

Wendy Estes & Tiffany Harris


Child Style: Who is Petunia Pickle Bottom?Korie: PPB is a lifestyle brand that celebrates the fact that a parent's sense of style doesn't disappear withthe birthof a child. We create intuitive products in unique, eye-popping fabrics that are uniquely Petunia. We leave no detailto chance and don't make decisions on a whim. We have a purpose for everything we do and everything we make.

CS: After ten years what do you think has been your greatest accomplishment?Braden: "Personally it has been the accomplishment of a goal; to build a product, a business and a brand aroundour ideas we all have. What we like to design, who we want to sell to, howwe want to work with people and what storywe want to tell in doing it."Korie: "I think building more than just a product. What started out as a diaper bag has turned into a living, breathingbrand with an amazing group of people behind it. We are so fortunate to have found dedicated people in our cornerwho want to see this business thrive. It's exciting to see that ten years later, we are much more than the products wemake and that is evident in the people we talk to, our fan postings on Facebook and the buyers we work with--theyusually have a story to tell us about Petunia and how much it has meant to their life as a parent, or in the case of ourretailer partners--to their business."DeNai: "I ammost proud of the way we have stayed true to our ethics and ideals while building a business while stillbalancing life at home. I believe I am only as good at what I do professionally, when I have achieved what I need toat home as awife andmother.Without knowing I givemy best to them, I can't deliver the best ofmy abilities to Petunia."

CS: Did you expect to be the designer of America's favorite Diaper Bag?Braden: Our goal was to innovate and design, by doing this we became a favorite.Korie: I still remember seeing the first prototypes staggered on the steps at DeNai's family cabin. I didn't knowanything about diaper bags or what it meant to be a manufacturer, but to be honest, I knew there was somethingthere. It was those early samples and the true unique and creative nature of them that gave me the courage to "throwaway my career" as many of my co-workers and friends put it to give this thing a go. We often think about the earlydays, one time in particular whenDeNai looked atme with wide eyes and said "I think these thingsmight actually sell!"DeNai: Never in my wildest dreams did I think it would get this far. I started out in a tiny cleared out space in astorage loft above my parent's garage cutting out each bag by hand! So no, I really did not think we would be here 10years later--it's a wonderful feeling of accomplishment and gratitude. We all come from very supportive families whomake you believe anything is possible and that has played a big part in our journey.

CS: What made you start designing diaper bags and how has your focus changed over the last decade?DeNai: Odd as it seems, since I was somewhat fresh out of college and nowhere near motherhood, the diaper bagwas just one those ideas I had rolling around in my head. It was when a close childhood friend got pregnant that Ibecame aware of what was out there (or not out there) and when I sort of realized my idea actually might be a goodone. Thankfully the opportunity arose for me to take the leap and those (now very embarrassing) first samples madetheir way on the market. Today ten years down the road, our focus on design is where it should be. I finally have thetime to use my creativity again. I get to focus on creating fabric designs that are iconic to the brand, find new ways todevelop the structure and function of a product, and also sort of know who I am as the designer of PPB. Apart fromthat, the biggest shift has been becoming a mother, it has greatly influenced the way we expand our product line orimprove upon the current offering.Korie: Perhaps the biggest difference between now and 10 years ago is that we are allowed to focus on design. Somuch of our time was spent keeping the cogs turning with as few resources as possible, and simply keeping up withthe demand, that there was little time left for DeNai to design or me tell our brand story. A typical day for us in theearly building block phase of the business was answering phones, taking orders, filling orders, shipping orders,customer service, office management--you name it, we did it. But at the core, we knew we had good design and wehave spent the last decade building on that original promise of Petunia to create something that is thoughtfullydesigned and without compromise.

CS: What do you think makes Petunia Pickle Bottom so successful?Braden: It’s the people at Petunia and the great vibe we have. Also, that the three of us trust each other, have integrityand talent in different but complimentary fields.

DeNai: I would have to say the people that make our business live and breathe. We have the most amazing anddedicated group of people that we have the honor to employ. We can turn out the best designs and the most

eye-popping fabrics, but would get nowhere without the support of all the people involved in every aspect

of the business.

Korie: Hands down it's the people we have around us from employees to family and friends. They make our worldgo 'round. In fact, it was our parents who were right there with us doing a lot of the hard work in the early

days, especially DeNai's mom. I always joked that she retired just in time to practically become our full-time

employee. We wouldn't have been able to do it without them then, and especially now. They support us every

step of the way and we are fortunate to have their help on in-office days so we can meet the demands of the

business. We also don't do a lot of looking behind us. We know competitors are watching us, sometimes even

copying us, but we keep looking forward. It actually fuels us to do even better.

CS: What are some of the magic moments you attribute your success to?Korie/Braden/DeNai: Experiencing demand exceeding our supply and trying to harness all the momentum topropel the business forward. Getting our first office space in a beautifully refurbished historic, creative space that lent

itself so perfectly to what we do. Another standout is our first magazine story, there is something about seeing your

story print that shakes you up--in a good way.

CS: What advice would you give a small company entering the juvenile market?Braden: There is a difference between owning your own job, owning a business or building brand. No shame in anyof these accomplishments, but you have to know what the difference is, then be deliberate and base all your

decisions on your end goal. Also be true to your time; so many people enter this industry once they have

children and see a hole in the market. Be realistic when it comes to your new family and fact that starting a

business is hard enough without a newborn or toddler running around the house.

DeNai: It's a different market today than is was 10 years ago, you really have to have something different with anamazing brand story to stand out in the market today. Even though the market has changed the juvenile

market has stayed true to being a family of business owners that are willing to share their struggles,

we tapped into that early and surely wouldn't be where we are without the support of our comrades.


CS: Do you have a particular philosophy you consider while designing new products and styles?DeNai: My personal style is a mixture of old and new and that's the same thread I weave into the design of Petuniaproducts and fabrics. It's a sensible marriage of modern and vintage that has sort of become PPB. When it comes to

designing new products, I know what I am drawn to, when walking into any boutique, it's always color and pattern

that first catch my eye, function and silhouette are a close second, so that's probably the order in which I start the

creative process. Also, our fan base really let's us know what they want in terms of new product design as well as the

fact that weare our own best guinea pigs as parents ourselves.

Korie: Design without compromise. I always say we create products we love that love to be used. I should also saythat DeNai won't always design something that works for the mainstream and we have to give her that creative

freedom. Allowing her to keep things new and exciting keeps our brand young and our product offering unique.

CS: What's been the most exciting aspect of your business ?Braden: There has never been a boring day after 10 yeas of business. For me it's the deliberate nature mixed with

the creativity in the business strategy. Building a business is the act of creating a painting or composing a song. If it's

out of balance or rhythm, people can tell. Seeing this business, product and brand develop has been the most

amazing experience so far, and we aren't even close to being done.

DeNai: Using our God-given talents on a daily basis and growing our business as well as our families simultaneously.Korie: There's never a dull moment! Everyday seems to bring something new and it's the type of business that suitsall aspects of my personality. I don't feel unfulfilled in any way and perhaps the most exciting aspect has been

watching the three of us really come into our roles within the business. We all have different, yet converging talents

and it's been a process of letting each other really seize our potential.

Child Style: When did you realize that you were on to something?Wendy Von: I started off making Baby Blankets for friends and family and selling them to Boutiques. When they didwell, I decided to give my true passion a shot and began making and selling girlie clothing. Having a daughter that

loves all things “Cheetah and Pink” helped a lot!

CS: You still make a lot of your creations yourself how do you balance your craft and your kids?WV: I’m still working on that. I am lucky to have a helpful husband and daughter. I try to make sure that “my Job”doesn’t consume my whole day and that I turn “work off” and dedicate the evenings and weekends to my family.

CS: What would you say has been your biggest hurdle starting your company from home and letting it grow?WV: That’s easy, Time and Money. Home life and work life often merge together when working from home. Settingup specific work times for myself, has been the best thing I have done for my business, myself and my family. Money

because I chose to play it safe and let my company grow organicly. I work a lot and reinvest into the business. This was

not the advice that I received from most entrepreneurs, but it has worked for me. It may have took me a little while

longer to get to that next level, but I am glad I did this way. I know at the end of the day, the decisions that are made;

I am proud of.

CS: What is one decision you made as a Work at home mom and designer that took your company to the next level?WV: After sewing 8-10 hours a day, trying to keep up with the demand just wasn’t realistic anymore. Having amanufacture has helped me to keep up with the demand and allowed me “a little more time” to concentrate on the

business and marketing side of One Posh Kid.

CS: Where can we find One Posh Kid and who are your reps?WV: We are available in over 50 stores across the US; adding new stores weekly. One Posh Kid is also availableonline too www.OnePoshKid.comWe are now available in 2 showrooms; Katwalk Kids in Dallas, Karen and Lisa have

been so helpful. They have really shown me the ropes and have been a huge part of One Posh Kid’s success. We have

also hired The Glitter Box Showroom in LA.

CS: What do you see in the future for One Posh Kid?WV: My immediate future is to continue to add new retailers nationwide and abroad and to increase my seasonallines. The future of One Posh Kid is so exciting to think about.

CS: It has been so exciting to see your company grow. Do plan on expanding your line?WV: We are working on expanding our line to include “tween” sizes and a Holiday Collection in the near future.Watching One Posh Kid grow has been so exhilarating and rewarding.

CS: Do you have any past experiences or advice you would like to share with other entrepreneurs that have a Big Dream?WV: Hmm, giving advice is hard, because I feel like I still have so much to learn, but go for it and be ready to give itall you’ve got! Have a plan and follow it, go with your instinct,

don’t hold back. If you have a great idea, do your research and

see if there is amarket or demand for it. Starting a line takes hard

work and dedication and a lot of sleepless nights. Be open to

advice from others. I have been very fortunate to have met a few

wonderful people that have given me such great guidance and lead

me down the right path. At the end of the day all of the sleepless

nights have been worth it.


Mercantile

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East &West

41

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