By Gabriel Bell, Photographed by Maia Harms
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Read the papers lately? From bargain-bin stores to high-end boutiques, fashion retailers are learning that slashing prices or dumping millions into marketing isn't always the answer. To break ground in this biz, you have to be nimble, knowledgeable, and sell what consumers actually want — in the way they want it. Tall order.
With a constant flow of new picks, enticing package deals, and impulse-purchase prices, BaubleBar co-founders (and BFFs) Amy Jain and Daniella Yacobovsky have figured out the formula to modern retail. Driven by consumer research and a love of bling, this duo keeps at least a full step in front of some of the world’s biggest retailers and keeps us coming back to their corner of the Internet every single day.
We took a visit to their new, accessories-strewn offices to chat about how they put their mini-empire together, how to dress for unpredictable days, and, of course, jewelry! Frankly, we’d switch places with them in a hot minute.
Parallel Paths
“We met nine years ago as analysts at an investment bank when someone suggested we throw a party together (we have the same birthday). We’ve been close ever since! We worked in finance for four years before leaving to get MBAs and wound up at the same school! There, we realized we both felt our needs were unmet as jewelry consumers. Turns out, not only did a lot of other women feel the same, but designers were equally unhappy. So, we created a retail destination designed around the needs of consumers and designers — BaubleBar!”
Behind Bars
“We’re actually in the middle of building an open, colorful, fun space — something that will lend itself to our collaborative brainstorming sessions. We’re building lots of fun extras for our team to enjoy, other “bar” concepts: a candy bar with individual jars filled with each team member’s favorite sweets, a nail-polish bar with rows and rows of colors, and, of course, a cocktail bar well stocked with our team beverage — Patrón.”
Quick Changes
“Last-minute investor meetings or unexpected interviews aren’t uncommon, so being able to switch up what we’re wearing is important. In addition to keeping virtual closets stashed at our desks, we’ve become experts at accessorizing the basics. Jeans and a pretty top or a printed dress can go from casual to fashion forward depending on what accessories you pair with them.”
Pushing The Product
“Obviously, the focus has to be on the jewelry, so we tend to select outfits that lend themselves to that. We also want to be able to point to the latest products on our site, so we're always updating what we’re wearing — it’s definitely not a bad gig!”
Power Suit
“We love Katharine Hepburn! She didn’t stick to convention — she just wore what made her comfortable. Her appearance was a reflection of how she wanted people to perceive her — she communicated strength through her wardrobe.”
Bar Tricks
“Don’t overthink it and don’t be afraid to step outside the box a little (but be mindful of your work environment). Looking to be taken seriously? Save the cropped top for another time. And always remember the power of accessories.”
Amy:
Levi's Lace Inset Dress, $78, available at Levi.com.
Daniella:
Levi's Front Pocket Shirt, $54, available at Levi.com.
Levi's Bootcut Skinny Jeans, $78, available at Levi.com.
Photographed by Maia Harms, Hair by Bryan Feiss, Makeup by Tiffany Patton.
in NYC