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Nowadays it’s not just about buying something because it’s cute. Our buying habits have evolved
—for the better. Thanks in great part to the surfeit of information propagated by the Internet and
the strained economic times, the wanton consumerism of yesteryear has been traded in for a new
and improved model, driven by our desire for oversight, disclosure, accountability and fact-finding
on all fronts, from vetting owner ethos to scrutinizing product quality.
Here, THE FAMILY GROOVE shines the spotlight on rising entrepreneurs and their businesses to bring you the goods on the who, what, where, when, how and why behind the best and the brightest brands on the market today. It is our hope that these interviews will not only give you some insight into the passion, spirit and values that fuel these companies, but just might inspire you to follow your dreams,too.
This month’s Top Shop: Dimples & Wrinkles
THE FAMILY GROOVE: What inspired you to start Dimples & Wrinkles?
ASHLEY SCHECKEL: Two things. First is my husband. He is so supportive and driven. As a business owner himself, he knows that it takes drive, self-motivation, persistence and dedication. He saw those characteristics in me and he understood my dream to become an entrepreneur. From day one, he has believed in me and pushed me to better myself. When no one else took my ideas seriously, he was my biggest cheerleader.
The second is my son. It is so hard to find unique, trendy clothes that seem as though they were designed to fit different kids’ personalities. I wanted to create a place where moms, much like myself, would be able to find up-to-the-minute, high-quality fashion clothing and accessories for their little ones. Most importantly, I wanted to provide prices that were competitive with (and often lower than) my competitors’.
TFG: How long did it take from the time you had the idea to when you launched?
AS: For a long time I have known that I wanted to own my own e-commerce store. It wasn’t until April 2008 that the idea hit me: baby clothing and accessories. My site launched seven months later in October.
TFG: Tell us about the name
AS: Ha-ha. That question makes me laugh. I always try to include a photo of some sort to accompany my company name; otherwise, women in particular tend to think it is aimed at the aging. Anyway, from the start I knew I wanted a name that was reflective of the things we all love about babies. I loved dimples. I felt there was nothing cuter on babies. I also love their rolls. My husband and I just didn’t think Dimples & Rolls was a very attractive or catchy name—and that is when Jake, my hubby, thought of using the word wrinkles. Dimples & Wrinkles seemed to roll off the tongue and it just fit.
TFG: Walk us through a typical day.
AS: Wow…every day is so different. I guess the first thing I always do once I get to work is check the new orders—that thrill and sense of accomplishment every time new orders come in never seems to fade. Then I usually listen to some music and get to work on whatever is scheduled for the day. A few of the things I do on a typical day include package orders, work on advertising, make updates to my site, update my blog, check my Twitter account (DimplesWrinkles) and my Facebook account (Dimples & Wrinkles Boutique), respond to e-mail inquiries, make phone calls to distributors and so on. But two things I do every day: smile at my accomplishments and treat myself to some chocolate!
TFG: You pride yourself on carrying unique, fashionable and quality (read: durable) clothing. How do you vet the lines?
AS: When I decide which lines I will carry, I always make sure to look at and feel the products in person. If the fabrics and colors don’t look appealing and aren’t soft to the touch, no baby will be comfortable in them. I also look for details and embellishments. Customers deserve to get the quality and fashion they pay for. I refuse to sell something to my customers that I would not put on my own child. With that being said, my son, nieces and nephews wear the clothing that I carry. They are proof that the clothing looks amazing on, fits well, and is comfortable and long-lasting—and that’s why I carry the brands that I do.
TFG: What’s your favorite thing about owning Dimples & Wrinkles?
AS: Hands down, the challenge. I will never be okay with just settling. I want to be the best at what I do, and to me being the best means making sure I am providing my customers with the products and customer service that they want and deserve. I will continue to push myself and challenge myself to run a better and more successful company.
TFG: Where do you see it five years from now?
AS: I see Dimples & Wrinkles as one of the leading e-commerce baby clothing boutiques out there. I want to create an image and reputation so that my customers think of fashion, quality and fantastic customer service every time they hear the name Dimples & Wrinkles. I want to create a following so that not only am I constantly attracting new customers, but also establishing a base of returning customers. They will know that when they order with Dimples & Wrinkles, they are getting top-notch service and merchandise.
TFG: What does your son think about Dimples & Wrinkles?
AS: Well, he was just 1 on April 8, so he obviously doesn’t have much to say. However, he is all boy—very active! He is almost always dressed in merchandise from my store, and I can honestly say that not only do his outfits always look great on him, but they are also very comfortable and allow him to move around easily. Best of all, they hold up through all those playdates and washings.
TFG: What advice do you have for other mothers wanting to start their own business?
AS: Go for it! You never know what the future holds, and if you are waiting for the right time, there will never be the “perfect” time. No doubt, it is scary, but anything that is new to us is always a little scary at first. Before long, you will be one of the “experts.” Don’t be afraid to put yourself first every now and then.
TFG: Where do you shop for yourself?
AS: I don’t really have a specific place. More than anything, I think it’s about finding your own style and then shopping around for pieces that are you. However, if I had to list a couple of my faves, they would probably be Express, Guess, Abercrombie and Nordstrom (seriously, you can find anything there!).
TFG: Let’s talk groove, as in yours. How do you find it—and stay in it—with all that you have going on as a working mother?
AS: I have never been a procrastinator, so getting things done is usually not the issue. Motivating myself so that I enjoy getting the things done…that can be a different story. There are a couple of things that whip me into shape: music and my planner. Music always makes me feel good, and my planner organizes my life. As for my family, I can’t resist their hugs and laughs. Just being with them is motivating.
FAVE FIVE
Ashley tells us what she’s flipping for this season
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1. Baby Jar Blankets “They are super soft and extremely detailed. The color patterns and accents used are unlike any other blanket out there. Baby Jar makes blankets that are so amazing that Mom will wish she had one of her own.” |
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2. Jamie Rae Hats “Just got them in—and they are amazing! The quality of these hats/headbands/bows is impeccable and they are made with the best flowers manufactured. My favorite: the zebra cotton hat with the red rose—so modern yet so adorable.” |
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3. Monster Republic “Anything Monster Republic! They make such trendy, unique baby clothing. The clothes definitely mirror the look on the L.A. scene. MR clothing has intense detailing and brings a certain attitude. The clothing emphasizes a baby’s personality. My favorite: the camo shorts with the metal tee.” |
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4. Gold Rush Outfitters Cotton Vintage Jersey Shorts “These are the ultimate in comfort and style rolled into one. Their worn look is super cute. They are perfect for summer and they go with just about any tee.” |
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5. Ooh! La, La! Couture Dresses “They are all so unique and girly. The pettiskirts are soft and frilly and designed with style, comfort and quality in mind. Any of the Ooh! La, La! Couture dresses are absolutely perfect for pictures.” |
For more from Dimples & Wrinkles, go to www.dimplesandwrinkles.com.
What the heck does "Special Section" mean? Well, it means that these businesses paid a small (like, pretty darn small) fee to be included. THE FAMILY GROOVE strives to support mom and pop businesses by giving them a venue for their super cool sites, ideas and products—and, quite honestly, we strive to pay our bills, too. So we've taken seven articles a month (out of 25+) and made them fun and exciting ways to promote the next best thing, much like in the way a publicist would. We believe in the companies we feature. We research, vet, scrutinize, analyze and obsess over every single solitary company that is included in this section to bring you the grooviest of the groovy. We're all in this brave new world together, right? And so we've got to support each other in any and every way we can. We hope you dig our finds as much as we do
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