talking shop: Roztayger

Hello! Please introduce yourself to LAM readers.
1. when and why did you decide to start Roztayger? how did your previous experience in the fashion industry influence your approach to running an online boutique?

I launched Roztayger in October of 2011.  The name is an homage to my grandmother Rosalind Tiger (Jeffer). She was a huge influence on me – she was an incredibly kind person who loved the arts and also loved supporting and championing other women.  Her family was from Lithuania, and before they came to the US the correct pronunciation had been Tay-ger.

I had been a showroom sales rep for niche accessory designers for many years, and later co-owned a showroom in NYC.  It was becoming increasingly unfulfilling so I decided to finally pursue what I had wanted to do all along.  Back in college I had worked and managed small boutiques in the Berkeley area and had decided eventually I would open my own store.  Having found out how hard it was by being in the trenches, I proceeded to talk myself out of it for the next 20 years.  In the end I could not shake the desire to do it.

To be honest much of it I had to learn on the fly and there is a LOT to know about online sales and marketing that I had no clue about. It's quite different than in-person sales (which frankly I really enjoy and miss so this is part of the platform I don’t entirely love). As far as buying goes, from being a rep for so many years and buying in small boutiques I think I came to know what people will spend $$ – what is worth the investment when you are selling things that are not inexpensive.

"I have always been drawn to clean lines, quality, versatility and not necessarily what is trending.  I don’t pay much attention to trends if they don’t resonate with me or feel timeless enough." 

2. there is so much product out there now that it can often be overwhelming to choose. who is the Roztayger customer? what is your philosophy and aesthetic for buying for the store?

I envision my customer being a busy professional who probably travels often, who appreciates modern design and originality, who wants to stand out quietly in an understated way…She or he does not want to make public that they spent “x” on a bag or scarf.  They want to know next year they will still find that item useful and easy to integrate into their wardrobe – season in season out, and year after year.

"My client is an independent thinker who wants to invest in a quality piece that works across all aspects of their life for work, travel, or life." 

So I buy as I would for myself to a certain extent, and hope that others that think the same way will eventually find me. Thankfully this seems to be slowly happening.  It’s very much of a niche market but I have been happy to find that my hunch was correct.  There are people who have the funds to invest in nice essential items but don’t really want to comb the web and spend hours searching.

I get a lot of repeat customers...Once they find me, they find it easy to return and get personal attention and help if they want it.  Nothing makes me happier than if a client calls or emails me with questions or asks for suggestions. This is the brick and mortar aspect that I have to work hard to retain a piece of online.

3. one of the things i really like about your shop is the unique edit of designers from around the world, both well known and emerging. tell me about a few of your favorite designers featured in your shop. what makes them special?

I tend to choose designers that have a clean minimalist design,  use top notch materials…Then as I edit I try to sprinkle best sellers and best value pieces with a dash of fun and color.  As far as designers go, I do have a very special place in my heart for Bonastre.  It’s more known in Europe and Japan but I hope to change that in the US.  I was the first one to carry this collection in the US, so that was a great honor. Every piece is so beautifully made and has great unexpected details.  
Other favorites are Frrry– he designs from a non-traditional perspective – more about construction and not trends.  He makes every piece himself. Tsatsas and PB0110 are sublime minimalist lines using top quality small workshops in Europe and creating beautiful, clean and elegant products.  They are an investment, but you have these pieces for many years.

Laael is an Amsterdam based designer that I just found in Paris in the last year.  Her things are super modern, and her color sense is intriguing and bold. I love how she mixes colors and textures.


Another favorite in my new Travel + Life Essentials section is Le Yucca shoes.  I found these in Paris at the shows a few seasons ago.  I started out carrying only a few styles as they are very expensive, but once I wore a pair I suddenly understood why.  Slowly I have developed a nice following for these. They are handmade in the Enzo Bonafe factory, and designed by a Japanese woman living in Italy named Le Yucca.  These shoes don't need a breaking in period – the leather is that good!  I can walk for miles and never have an issue.  Unsolicited, my podiatrist looked at these shoes during a recent visit and told me that I was saving my feet by wearing these. I was quite happy to hear that!!


4. how would you describe your personal style? what bag are you carrying lately, and what's in it?

My personal style is a mix of masculine and feminine, modern with a touch of retro sometimes and minimalist with a touch of whimsy. I definitely lean to menswear type looks: brogues, jeans, a clean tee and a cardigan is a favorite uniform...But then I like to add one girly element: always lipstick in a strong pink/red and then either jewelry with some pearls – usually a delicate piece like the Satomi line I carry, and of course a great bag!  My hair is usually in a big messy updo.


I lean towards structured bags personally, and I love hand held styles. The bag I recently gifted myself for Mom’s day is the Spotted Sandrine by Clare V.  I love it – it’s a tad retro and it’s big enough to carry a bunch of necessary stuff.  The dots are a touch of whimsy which balances out my other minimalist aesthetic.  Inside my bag is a Clare V leopard pouch for my makeup, an i ro se wallet,  an i ro se card case, my keys, a Botto Giuseppe scarf as I seem always to be cold if there is air conditioning, cell phone…almond snacks.


5. what's your favorite thing about running your own boutique? who / what inspires you?

My favorite thing is that I get to finally assemble the canvas and share as I have wanted to for so many years.  I put it off for fear of failing or being unable to keep a balance,  (that IS challenging – I won’t lie) but in the end I realized the fear of failing was less compelling than the fear of not having tried.

"I am inspired by the designers I work with, and other creative people/artists I run across in life.  I have a profound respect for people that create what they love, not what the market tells them they should create. When I connect with a customer and can unite them with a product they love, I get a real joy out of that.  It is more challenging via online sales than in-person sales to create those moments, but I relish them when they trickle in, and they propel me forward."