Smashing Darling Blog

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.