Guys, Girls and Tots: Stylish Finds from Emerging Designers

Meet Laura Eisman. Eight years ago Laura realized that most stylish women across the country had limitied access to emerging designers. With a resume that included Marie Claire (as senior designer on the US launch of Marie Claire) and iVillage when it was a start up (Laura was Creative Director), Laura took her love of fashion, web savvy and artistic ability and created Girlshop. “Girlshop is like shopping with your best friend. That is, if your best friend is a hip but approachable New York fashion gal,” says Laura. Together with Todd Richter, (Laura’s husband, business partner and father to their daughter Lily), Laura built Girlshop as one of the first fashion retailers on the Internet, then expanded to create the subsequent companion sites Guyshop and Totshop.Clever Parents caught up with Laura to discover how she finds her designers, the most interesting trends in children’s fashion today and her favorite up and coming designers.

Clever Parents: How do you find your designers?
Laura Eisman: I’m always on the hunt for new designers that have a fresh spin. I constantly review lines submitted via email and mail and call in samples if I feel it’s worth taking a look in person. Being in NY is great because there is so much energy surrounding emerging designers. I seek out the small designer markets around town and also attend the larger trade shows.

Clever Parents: If I’m a designer, how do I go about getting my wares on Totshop, Girlshop, Guyshop?
Laura Eisman: Contact the buyer for the website with a submission of your line in the form of electronic photos or line sheet. A cover letter or bio is key because we really buy into the story behind the designer as well. We’re looking for collections and products that are unique and creative: talented designers we feel have real potential and staying power, and a good fit for our savvy shoppers.

Clever Parents: Since you have a number of designers, how often does inventory change on your sites?
Laura Eisman: It depends on the line, and the website. Girlshop is forever adding new inventory. Designer deliveries are received every month but staggered so new merchandise goes up each day. Our customers are obsessive so they check in daily or several times a day. For Totshop (and Guyshop) trends don’t change as frequently. A designer boutique is updated seasonally but also staggered so there is new stuff to see every week.

Clever Parents: Since starting your business, how has fashion for children evolved?
Laura Eisman: There was a real baby boom several years ago that is still happening. More babies mean more diverse people with babies and this keeps things interesting. In addition, there’s a lot of attention on the celebrity babies thanks to the bevy of tabloid coverage. The product selection has gotten more hip with cooler more interesting people in the market.

Clever Parents: Your story is interesting; most people start out with a store and then develop an online presence. You did it the other way around. What did the online world teach you about bricks and mortar selling? Are the challenges different between the two?
Laura Eisman: Online you learn to service your customer very well. They can be very vocal since the communication is so convenient. Loyalty, service and selection is everything. I think this translates to bricks and mortar. But now we get to meet our customers in person and nothing can replace that!

Clever Parents: What are the most interesting trends in children’s fashions today?
Laura Eisman: Children live in tees and so there is a huge market in translating the t-shirt. Screens, appliqués and embroideries are done with original artwork. The children’s fashions are also following the adult trends more than ever, which is great. You see more fashion and less of the typical cutsie stuff. I dress and style my baby like a mini me, with her input of course. As a parent, it gives you a chance to let your child’s personality show through in their what they’re wearing.

Clever Parents: Who are some of your favorite up and coming designers?
Laura Eisman: For kids I love Wonderboy’s mini men’s button downs in fun, old school prints, Decaf plush for mod appliquéd tees and Skelegamink for pima cotton knit dresses and tops. For women, Mike&Chris is my absolute favorite! For fall, they’ve evolved their hoody into amazing coats and tops with oversized buttons and collars. And for lush oversized bags, it’s Goldenbleu.

Look for Laura’s weekly column Laura Shops, where Laura shares stylish picks from Totshop.com, Girlshop.com and Guyshop.com.