For Lisa Shaller-Goldberg, the founder of luxe goods maker Minnie Rose, exclusivity is a secret sauce. That's how the fashion guru snagged Kate Middleton. The Duchess of Cambridge has been spotted wearing a Minnie Rose cashmere shawl bought from exclusive London stores, like Donna Ida and Harvey Nichols.
"We look for high-profile stores everywhere," explained Shaller-Goldberg, who has been in the fashion business since she was 18. "Handpicking stores creates demand. We're very exclusive with them."
Shaller-Goldberg launched her own luxury brand, called Minnie Rose, 10 years ago, after her success propelling Juicy Couture into pop culture. Her brand now has a strong cult following. Besides the Duchess of Cambridge, customers include Charlize Theron, Jessica Alba and Oprah Winfrey. Revenues have grown 30 percent per year for the past 10 years. And Minnie Rose's 2015 revenues topped $10 million; she hopes to triple revenues by 2021.
More than 800 retailers, including ones in Asia and Europe, sell her wares.
The designer landed on the fashion map after she designed the now-iconic Juicy Couture tracksuit back in the 1990s. The California-based company initially sold just T-shirts on the West Coast. So she became the East Coast representative — eventually getting the T-shirt into 600 key retail stores.