Photo Courtesy of Viva Glam Magazine
People 19 October 2017
For Jordana Woodland, mom of three and CEO of Naked Princess, taking a few extra moments to get ready makes all the difference to a woman's day, and helped inspire a business that she hopes to build into an empire.
“Ever since I was a young girl I would look at my mom and watch how she got ready," says Woodland. “Women don't do that anymore. We're always on the go, and with me being a mom it seems impossible. But it's so important to take a few minutes to take care of yourself. I admire that."
Woodland, who has collected centuries-old perfume bottles and vintage lingerie from all around the world since she was a teenager, says that she has always been intrigued by the “concept of the boudoir," and wanted to create a line made especially for women that made them feel sophisticated and comfortable there. Her brand, Naked Princess, is meant to offer small but significant luxuries for a woman's life.
The Naked Princess fashion line is comprised of clothes that can be worn on a lazy day inside or a fashion-forward afternoon out. “It's meant to be fun and easy, you can wear around the house, or you can go on a lunch date," says the former model, who actively creates the clothes with the ease and comfort of the consumer in mind, “A lot have built-in bras. I am always looking to make things that aren't too fussy, maybe buttons but no zippers. Our pajama sets are best sellers."
With hundreds of SKUs and distribution through nearly 200 spas, boutiques and specialty stores around the world, Woodland says a focus on timeless styles, fabrics that feel and look nice like velvet, silk, and organic cotton and an array of colors from neutrals to bolds are paramount to the longevity of the brand.
Woodland first introduced her brand to the public via its stand-alone retail store on the Melrose Place Shopping District of Los Angeles in 2014. After gaining a steady local following, the Naked Princess founder says she began dressing celebrities, arming stylists with wardrobes for their high-profile clients, and adapting lingerie looks into red carpet worthy head-turners. The love from Hollywood elites like Lady Gaga and Cindy Crawford, helped with Naked Princess's recognition, “People noticed us getting on covers of magazines," says Woodland.
“When you walk into a beautiful store it was a great way for people to connect with the brand immediately. We had different collections, scents, lotions, and fabrics to touch. Our store put us on the map," says Woodland.
Later, she added beauty to the lineup to fill the void she saw in the industry-simple, fuss free products. “When I started the beauty line I wanted to make sure it was easy," says Woodland. "I know the whole trend of makeup, foundation, and contouring. That wasn't in at the time." According to Woodland, Naked Princess's beauty brand is based on essentials to make every girl feel beautiful. “The line is quick, on the go," she says. "Something you would have on your vanity; a collection of lip glosses, or really fantastic massage candles that you can light up for 20 minutes, blow out and use the soy wax to massage yourself."
Photo Courtesy of John Russo
The Naked Princess CEO says ultimately it was a “combination of things" that lead her to launch a lifestyle brand, which she did in 2011 when she was only 29 years old. “Starting when you're young is one of the most difficult things," says the entrepreneur. “I know what I want. I have a vision. You then either hire somebody to put your creativity on paper or you do everything yourself."
Woodland says that because of her clear vision for the brand, she likes to be involved in every stage of the entire creation process. To wit, even though she hired a creative company to create her logo, she quickly decided “'I can do this myself," and then she did. "When you're building a brand, you have to understand who your customer is and that's difficult in a world today when people's likes and dislikes are constantly changing," says Woodland. "From branding to voice messaging, I'm extremely hands-on with it."
Born in the Philippines, the CEO started modeling when she was 19 and says she was always around makeup artists, which instilled in her a love of cosmetics. “I was really involved in modeling, but I have always been interested in being in front and behind the camera.," says Woodland.
Although it may seem like she chose a high-flying and stressful career, Woodland, who is based in LA and Montana, says balance is the secret to her success. “I'm in Montana because of a previous relationship, but I love it for [my kids], and for me," says the mom of three. “It's gotten me to get into the hobbies I have now, here we have a ranch and horses. We snowboard and ski every weekend. I really appreciate nature out here, the quality of air and the quality of time. In California, everyone is so focused on getting from one place to the next. It's a great contrast which I love."
In order to build more buzz for her brand, the CEO says she is currently focused on trunk shows and pop-ups as a way to introduce new consumers to her product assortment. “People don't always trust a new brand," she says. “To go out and meet people and have fact time. Show how to wear. When people know something is available for the specific window, they want to take advantage of it."
Photo Courtesy of John Russo
“When you're building a brand, you have to understand who your customer is and that's difficult in a world today when people's likes and dislikes are constantly changing."
As far as sales go Naked Princess isn't lacking. “The line has been selling really well with women; because you really understand the quality of it when you purchase it," she says, adding that by inspiring women's loungewear, there is a ripple effect to bigger trends. "A lot of women are wearing silk at home and transitioning them to the red carpet."
Ava Tie Tank. Photo Courtesy of Naked Princess
3 min read
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Help! I'm Dating a Jerk!
Dear Armchair Psychologist,
I've been dating my boyfriend for a year. After spending some vacation time with him and realizing he is not treating me the way I like I'm wondering — what do I do? I need him to be kinder and softer to me but he says simply, "chivalry is not his thing." I believe when two people decide to be together they need to adjust to each other. I don't think or feel my boyfriend is adjusting to what's important to me. Should I try to explain to him what's important to me, accept him for what he is, or leave him as I'm just not happy and the little gestures are important to me?
- Loveless Woman
Dear Loveless Woman,I am saddened you aren't getting your needs met in your relationship. Intimacy and affection are important to sustain a healthy relationship. It's troubling that even though you have expressed your needs to your boyfriend that it's fallen on deaf ears. You need to explore, with a therapist, why you have sought out this type of relationship and why you have stayed in it, even when it's making you chronically unhappy? Your belief that couples should adjust to each other is correct to some degree. These things often include compromising and bending on things like who gets the bigger closet or where to go for dinner. However, it's a tall order to ask someone to change their personality and if your boyfriend is indeed a jerk, like you say, who refuses to acknowledge your love language or express kindness and softness, then maybe you should find a partner who will embrace you while being chivalrous.
- The Armchair Psychologist
Hi Armchair Psychologist,
Just wanted to let you know that your article was really offensive to read. Do you refer to women's genitals as: "gross," "ghasty," "smelly," or otherwise? Humans are not perfect, each of us is different and you should emphasize this. I hope that man finds a partner that will love and accept him rather than tearing him down. Which gender has a whole aisle devoted to their "special" hygiene needs? I can tell you it's not men.
Dear Male Reader,Thank you for your thoughtful feedback to my Armchair Psychologist column. My email response bounced so am writing you here. I am so sorry I offended you. It wasn't my intention. I actually meant to be sardonic and make the writer see how ridiculous she sounded for the harsh language she used to describe her date. I obviously failed at this sneer since you think I meant to be offensive. Many apologies. I'll do better. Have a wonderful day and keep writing us with your thoughts.
- Ubah, The Armchair Psychologist