Rebecca Hessel Cohen, 42, has created a flourishing womenswear brand, LoveShackFancy, that has resonated deeply with consumers seeking a connection to something authentic and nostalgic. With an estimated net worth of $10 million, Cohen’s journey began six years ago with a dress designed for her bridal party, leading to a fashion empire characterized by modern, vintage, Victorian-meets-Edwardian-meets-floral collections.
How Did LoveShackFancy Begin?
LoveShackFancy was born at Cohen’s wedding, held at her family summer home in Watermill, New York. The dresses she designed for the bridal party were crafted to be comfortable, easy to dance in, and beautiful. This unique design approach resulted in a chiffon halter dress that was both feminine and flirty, sexy yet demure. This initial creation paved the way for the brand’s success, leading to the launch of many more dresses that captured the hearts of women worldwide.
What Makes LoveShackFancy Unique?
Cohen’s brand stands out due to its specific vision and attention to detail. At a recent dinner at her family’s summer home, Cohen showcased this vision by collaborating with milliner Nicolas Fouquet. The event was meticulously planned, from the linens of the LoveShackFancy collection to the whimsical floral centerpieces. This level of detail and personal touch is a hallmark of Cohen’s work, making LoveShackFancy a unique brand in the fashion industry.
Where Is the Heart of LoveShackFancy?
The heart of LoveShackFancy lies in the Watermill summer home, where Cohen spent her childhood summers and got married. This 19th-century farmhouse, surrounded by orchards and rolling country gardens, reflects the essence of the brand. A gardening shed on the property, with antique French doors and peeling paint, sets the scene for the brand’s romantic and whimsical aesthetic. Cohen’s ability to create a story through her designs is evident in every aspect of her brand, from the clothes to the settings where they are showcased.
How Does Cohen Source Materials for Her Collections?
Cohen personally sources all materials for her collections, ensuring the highest quality and a unique touch. She visits vintage markets in Bath, Portobello, and Paris to select the lace, trims, and hand-painted prints used in her designs. The embroidery on her pieces is all hand-done, reflecting her commitment to craftsmanship. This personal involvement in every step of the process ensures that each piece of LoveShackFancy clothing tells a story.
How Does Cohen Engage with Her Customers?
Customer feedback is crucial to Cohen. She actively engages with her customers, whether by speaking directly to them in her stores or reading their comments on social media. This hands-on approach extends to her events, where she meticulously plans every detail to ensure a perfect experience. From the placement of dishes at a buffet to the layering of pillows and blankets for lounging, Cohen leaves nothing to chance, creating an environment that perfectly embodies the LoveShackFancy brand.
What Is the Business Philosophy Behind LoveShackFancy?
Cohen’s business philosophy revolves around authenticity and staying true to her vision. Despite advice to change her brand’s name or aesthetic to appeal to larger retailers, she remained steadfast in her approach. This commitment has paid off, with LoveShackFancy’s first retail store in Sag Harbor becoming an instant success. The store’s ambiance allowed customers to connect with the brand on a deeper level, leading to rapid growth and the opening of additional boutiques in Manhattan and soon in Palm Beach.
How Does Cohen Balance Creativity and Business?
Cohen credits much of her business success to her husband, Todd Cohen, a real estate entrepreneur who acts as her business partner. While Rebecca focuses on the creative aspects, Todd manages the business and financial aspects, guiding the company’s growth. Despite her self-deprecating remarks about her business skills, it’s clear that Rebecca’s vision and dedication play a significant role in the brand’s success. Todd believes that her ability to identify a market gap and maintain the brand’s integrity across various channels is key to LoveShackFancy’s success.
What Does the Future Hold for LoveShackFancy?
The future of LoveShackFancy looks bright as the brand continues to expand its retail presence and product offerings. With a new boutique opening in Palm Beach and a growing loyal customer base, LoveShackFancy remains true to its roots while continuing to evolve. Cohen’s unwavering commitment to her vision and her ability to create a personal connection with her customers ensure that the brand will continue to thrive.
Conclusion
Rebecca Hessel Cohen’s LoveShackFancy is more than just a fashion brand; it’s a story woven into every dress, every event, and every detail. Her ability to stay true to her vision and create a unique, authentic experience for her customers has made LoveShackFancy a beloved brand. As Cohen continues to innovate and expand, her story is one of passion, dedication, and an unwavering commitment to creating something truly special.
