The Sleeveless Classic works great under dresses! Photo credit: Alexandra Frumberg Photography
BC: How did the two of you meet? Elizabeth, you lived in Rye, New York, Lisa, you lived in Stamford. Ct.—how were you introduced?
LD: I was running an online store that required me to do these small boutique and trunk shows that were in our area for marketing purposes. Elizabethwas at the shows as well. So many people had told us that we both reminded them of one another and that we really had to meet. We hit it off, formed a partnership—and the rest is history!
ET: That’s really the whole story! Once we met and started talking, the light bulb moment occurred where we realized that we could work well together and that we’d be able to make the business truly grow.
BC: How did it feel when you decided to go for it?
LD: Excited and nervous. We had put so much time into previous businesses, but we knew that the end result of this one was changing how people think of women’s shirts and layering.
ET: We just dove right in because we believed in it so much. We couldn’t wait to find a way for ALL women to learn about EDNY.
Need to dress up a sweater? Try EDNY’s Ruffle shirt. Photo credit: Alexandra Frumberg Photography
BC: What was it like when you made your first big sale?
LD: Actually, even more important than the BIG sale is the REORDER. That is the BEST compliment of all—women keep coming back for more!
ET: Absolutely! We are making converts of women everywhere! There are a lot of lonely button downs hanging unworn in closets these days.
BC: Can you tell us more about the shirts? They’re both cute and functional—what was the process like designing them?
LD: We wanted to create something that is stylish, functional, comfortable and user friendly.
ET: We spent a tremendous amount of time pondering the best fit, the best fabrics to use, and the most efficient way to create something that was “wash and wear.” We tested and tweaked quite a bit as we went. The ultimate goal was to create a classic, clean look that was slimming and stylish, but which also didn’t bunch, bulk or un-tuck… and I think we’ve achieved just that!
Up next: How to tell when you’ve made the perfect shirt and more!