#SWAAYthenarrative
BETA
Close

From Vogue Assistants to Startup Founders: Meet The Mothers Behind Maisonette

People

For fashion-forward parents, finding stylish clothing for their kids can be a hassle. No one wants to drag their little ones around a mall in a desperate search for chic options. That might not even exist in that particular place. Maisonette is here to solve that pesky problem and make the lives of parents a whole lot easier. Rather than going on a long shopping excursion, diaper bag in hand, Maisonette provides an online shopping experience that allows parents to stay at home as they sift through a myriad of luxury clothing brands. Why not dress your kids to impress, too?


Luisana Roccia and Sylvana Durrett are the masterminds behind Maisonette; both Vogue veterans and doting moms. They were inspired to create Maisonette by their own difficulties scouring the stores and the internet for brands that would meet their expectations when it comes to properly attiring their children. “We had this light-bulb moment when we were talking about how hard it was to shop for our children and said, 'Why isn't there a platform exclusively for stylish kids clothing and accessories?'" Durrett explains, and their business was born (probably with a satin dress or classy overalls on).

“It's a chore to shop for your children in a world where there's every convenience online for you as an adult. When you have kids, it's just not the same experience. We wanted to solve this problem for parents." -Durrett

Offering up high-quality brands is not all Maisonette does, Roccia and Durrett's site has an editorial section too, called “Le Scoop." It is brimming with children-centric tips and insightful articles that foster a community of parents with one major goal in mind: to find only the very best for their kids.

When asked about naming the company, Roccia revealed the pair have always admired French style, especially that of women. “Something about their elevated simplicity is so chic," she says.

“As a woman, it's difficult to walk into a room full of men and ask for money month after month like we had to for our Series A fundraising round. That being said, we fully believe in what we are building and would do anything to make sure it's successful"

Durrett spoke about her favorite brands that are on her website; “Right now I'm in love with Age of Innocence, a shoe brand based in London," she says. “Their shoes are so timeless and classic yet modern. They are perfect for the Holidays!" Soon RS Barcelona will be featured on Maisonette; this is one of their brands that will branch out of the clothing sphere and into the realm of chic furniture for kids to enjoy, like foosball and ping pong tables.

Next for the busy moms in business is a new feature on their site. Since the long-awaited holiday season is coming up, they've launched “Petite Profile." Yes, it's as cute as it sounds. The petite rugrats in their customer's lives can get personalized profiles to ensure only the best outfits are suggested.

“We're also excited for Maisonette's holiday pop-up in New York City," Durrett adds. “It will be open from 11/16–12/24! The pop-up will feature a range of family-friendly activities to make the holiday shopping season more fun."

So to all the parents out there, instead of being plagued with unceasing stress this holiday season, take to Maisonette and let its magic do the work.

Our newsletter that womansplains the week
4min read
Business

How This Founder Landed $29M In Funding

Photo Credit: afewgoodclicks.com

In 2016, Renee Wang sold her home in Bejing for $500,000 to fund her company, CastBox. Two months later, she landed her first investment. Just a half hour after hearing her pitch, she was offered one million dollars. By mid-2017, CastBox raised a total of $16 million in funding. CastBox's user numbers at that point? Seven million. Fast forward to today. Renee Wang of CastBox announces a $13.5 million Series B round of financing, bringing her funding total to a tidy $29 million. CastBox is now serving more than 15 million users.