February 2008

She escaped the throws of cookie-cutter purgatory to learn the streets of New York, to become educated in London, and finally San Francisco, where she keeps her heart. For several years she has been practicing the fine craft of graphic design, and has recently ventured into musing the annals of virtual fashion by writing her blog, THE COVETED. Ms. Tamm is also the founder of Independent Fashion Bloggers, a resource and community of fashion bloggers. I love to check in with Jennine to get my San Francisco fashion fix.

SD: How did get into fashion?
JT: Oh dear, I don’t really know if I’m really in fashion… I guess it started when I told my mom I wanted a dress, and she wouldn’t get me one, so I made a skirt with a pillowcase and a belt. I ran around the house like that. Then much, much, much later after a while working at a boring job, I discovered Style Bytes and Style Bubble, I became fash-obsessed.

SD: When did you get the idea for The Coveted?
JT: About a year ago, I decided to start seeing a career coach. We were trying to figure out what I should be, so he told me to go out with my camera and start taking pictures. So I went to Union Square and took pictures of people passing by. It was so much fun. Since I was already reading blogs, I thought I would put the photos up to show my coach. And every since then, it’s been a daily ritual.

SD: How has the blog evolved from the beginning to present day?
JT: In the beginning, I was taking street fashion photos. But then I soon realized that it took a special kind of person, which I am not to do it. So I just took pictures of myself. Knowing how boring that could be, for both myself and anyone that may stumble across my blog, I started writing my thoughts about style in conjunction with my daily attire. Over time the two elements have influenced each other in ways I never really thought was possible. Like, all the research I was doing on sustainable fashion. I didn’t think it was possible to practically wear sustainable clothes on my tiny budget, but I didn’t factor in things like thrifting and sample sales, and of course, keeping my clothes longer.

SD: What do you like most about your blog?
JT: I like that there is always so much room to grow. Seriously, from research to writing, to marketing, design, the list goes on. There is alway something to work on, and it’s never boring.

SD: What is the one item in your wardrobe you can’t live without?
JT: My Spanx Higher Power


SD: How would you describe your personal style? And who or what influences that style?
JT: Oh dear… I have a hard time with this one. I guess the emphasis would be on the word personal. I’ve heard dress ‘differently’ but I’m not exactly sure what that means. Mostly I just go with whatever odds and ends I find on the sale rack. That’s always been the same.

I’m only partly kidding… let’s see. Who or what influences my style? I would say the internet has had a huge effect. At first it’s was Stylebytes.net and Style Bubble that I couldn’t get enough of, now I have a bunch of blogs in my reader that I check in with daily.

SD: What is your fashion obsession of the moment?
JT: Right now, I’m in the process of getting rid of my stuff because I’m moving to Germany. I’m trying to stay away from particular obsessions that will cause me to buy. So I guess my main obsession with fashion is trying to define what the heck is going on with fashion at the moment. Something is changing, some things need to be changed, we’re in a very interesting time at the moment, the beginning of the 21st century. Globally, we’re facing a lot of problems that need to be solved, and we all are more connected than ever. It’s going to have a huge effect on fashion.

SD: Who Inspires you?
JT: Dreamers, artists, people who veer off the beaten path.

SD: In your opinion, where is fashion trending for fall 08?
JT: Oh dear… I don’t really know for sure… I would have to say, there were a lot of hats on the runway, knitted beanie type hats.
Black pantyhose, knee length pencil skirts, booties, plaid…

SD: What does your average day entail?
JT: Waking up, going to work, taking a photo of myself at some point, posting, reading blogs, coming home, snuggling my cats, snuggling my boyfriend.

SD: If there was one designer on Smashing Darling that you could ask a question to who would it be and what would you ask them?
JT: Ah! I would ask Amy Hemmens of Naik Fur if she could show me how to crochet… that woman’s a master.

Jennine wearing her Naik Fur

THE COVETED *be inspired*be stylish*be lovely*be coveted*

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Smashing Darling – Wowing the Indie Community

By Deb and Wendy

Smashing Darling caught our attention about a year ago as it made its way onto the indie scene. Founders Trisha Ginter and Julie Rorrer, have quietly, but steadily built a site for indie designers to sell and market their creations. The web company is based in Chester, Connecticut, close enough for Trisha and Julie to make excursions into New York City. Trisha, a Fashion Institute of Technology (FIT) grad, started sewing at the age of twelve. She brings her experience in the fashion industry, (she was lead designer over Dior Jr.) to bear on Smashing Darling. Julie has a photography background, which has proven valuable for this highly visual industry. Today, she finds herself immersed in the world of discovering new indie talent.

We had the chance to speak with Trisha and Julie recently about their success and the lessons they are learning along the way. Early on, selling her own creations as an indie designer, Trisha found, as other indies have, that marketing your designs is hard work and that even with much effort, it was difficult to sustain. She even wondered if there was something she was doing wrong. This problem began to gnaw at her until she saw a solution emerge with the creation of Smashing Darling. What originally started as a venture to make and sell hip baby bibs, turned into an effort to launch a site that filled a gap for indies. Although there are many sites where indies can sell their work, none seemed all encompassing. Smashing Darling offers an online community with a well-edited selection of designers. Julie and Trisha search out designers who have polished their look and are ready to market to a larger audience. Some of their designers own boutiques, most work full-time at developing their lines, while others work part-time on their art. The designers pay a fee for each item sold on the site. While significant, it seems to be worth the investment, bringing considerable exposure to the indie brands. Several designers sell their label exclusively through Smashing Darling…. read more You can also see the whole interview in the DIY City Magazine, page 80.

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