Target Market

“Some days I am more wolf than woman.” This woman is wild, intelligent and contagious. She is innocent yet wise, romantic yet rough around the edges, grounded yet is never in one place for too long. She embodies contradiction, is ever evolving and hungry to learn. You can find her wherever the wind, current or next plane out takes her.

Her style exemplifies her carefree demeanor and is inspired by the people she has met, stories she has heard and places she has traveled. She only brings what is useful and meaningful into her life and that includes her wardrobe; function is of most importance.

Willa represents women aged 25-34; the women who are just finishing their college education and adventuring out into the workforce. She currently works in journalism and makes around $50,000-$70,000 per year. She is building a name for herself on the West Coast but would describe herself more as a nomad. She is not tied down to one place and will take any opportunity to travel or move someplace else. Willa is not married and does not have kids but is excited to grow a family when the time is right.

Willa is a romantic and loves to add frills to her everyday life. She plans mountainside picnics and takes midnight dives into the ocean to feed her free spirit. She values her education and makes time to read up on current events, history and folklore. People are often surprised by the interesting knowledge and skills she processes.  She isn’t defined by her work and makes her friendships, travel, creativity and time with nature take priority. Her home is filled to the brim with plants and artwork she has picked up during her travels. Although she values spontaneity and being carefree she also has an impeccable work ethic. At the end of the day this woman knows who she is and isn’t afraid to express that in every aspect of her life.

Function meets Femme

Design Concept Key Points

*Mixing hard and soft textiles

*Faded prints and woven patterns

*Utility pants/ jackets mixed with feminine frills

*Understated use of metallics

*Separates contradict yet compliment one another

*Structural volume and hidden details

*Earth tones and natural fibers

If NYC is lacking anything it is not coffee shops. You seriously cannot walk a block without passing one, two or ten shops, each of them offering something special. My latest journey through SOHO led me to a little gem called maman which may have snuck its way to the top of my list. The ambiance was a breath of fresh air, I felt like I was in a greenhouse and at the same time I felt like I was browsing through an antique shop. It was perfect! I ordered a matcha latte and a smoked salmon croissant both of which were delicious! If you’re looking for a quaint cafe with great food, a homey feel and a great space to get work done then head on over to maman.

Hello lovelies! Today is Sunday, aka the perfect day to reflect on the previous week and get centered for the week to come. Looking back over the past seven days I can’t help but smile thinking about the adventures and new experiences I had. Some highlights include, walking the High-Line, shopping through SOHO and packaging a PR box for Selena Gomez at LoveShack (!!!!!!!). But my #1 highlight of the week was definitely walking through Williamsburg with my friend Madeleine.

I had been hearing so much about this little boutiquey area and the second I saw the pink Williamsburg bridge I knew I would fall in love. This area of Brooklyn is packed full of cute little shops and restaurants selling everything from antiques to gourmet chocolates. Williamsburg is also home to the dainty and fair-trade jewelry company, Catbird. One day was not enough to see all that the neighborhood has to offer!

Since, it has been a rather warm January in NYC I only needed a light jacket to keep me warm. I paired my favorite artist’s jacket from Anthropologie with a pair of overalls and a neutral long sleeve. To top it off I wore my rose colored sunnies, little did I know that they would match so well with the bridge! Of course I wore a pair of comfy boots, my new staple in the city (you walk everywhere here!).

*this is hot cocoa!!!!!! like whhhhhhattt….so pretty!

The stops included:

Pink Olive:  An adorable gifting store full of cards, candles and all sorts of knick knacks. 

Sweatshop: They made hot cocoa look like the most beautiful latte I have ever seen.

Loosie’s Kitchen: We didn’t go in but the mural outside made for some really beautiful photos. Also, parts of  ‘How to be Single’ were filmed in this area!

Bedford Cheese Shop: By the end of our adventure we were exhausted and starving! We grabbed a bite to eat here and it really hit the spot. I got the soup (chorizo, bean & kale) and Madeleine got the Arthur Ave sandwich. YUM!

Much love, Abigail

Work was cancelled today so I decided it would probably be a good time to figure out the subway system. I went down the dark staircase ready bought my first metropass, hopped on the first car and seven stops later I was in Brooklyn. I spent the morning walking around Dumbo (the neighborhood between the Brooklyn and Manhattan bridges) and shopping through some of the eclectic stores. It was simply delightful.

The stops included:

Archway Cafe:  I got a black coffee and a oatmeal raisin cookie 

powerHouse Books: I am definitely going back to pick up some coffee table books…and maybe some art prints and all of the other books they sell 

Front General Store: AHHHH I loved this place. They had all sorts of women’s and men’s vintage clothing along with candles, soaps, trinkets, jewelry, books and other small goods. I fell in love with a tattered Japanese patchwork jacket from the early 1900’s but my wallet couldn’t quite spend the $950 it costs. 

Modern Anthology: This was a high quality men’s clothing store but I was drawn in by the art pieces, clever cards accessories, and home goods. They also sell Marvis toothpaste (the best toothpaste in all the land!). So when I run out of toothpaste I have an excuse to go back.

Much love, Abigail