A new adventure
-- Kids Today, 3/1/2008 12:00:00 AM
Who: Bridget Kelly, vice president, design, merchandising and sourcing, Whistle & Wink
Background: Kelly's interest in the youth market started when she was just a high school student herself. The budding artist painted and created a portfolio of children's fashion designs that earned her a scholarship to New York's Fashion Institute of Technology. Kelly majored in children's wear at FIT and struck out on her own as a freelancer soon after graduation.
While freelancing, she met Morris Matalon, founder of Celebrity International, a children's apparel manufacturer. Kelly suggested that he add a high-end kids line to his portfolio, spurring the creation of the Vitamins division.
Meanwhile, Kelly joined Pottery Barn Kids, where she rose through the ranks and was eventually named creative director of soft lines. “I was the aesthetic of the brand,” she said. But Kelly says after a while, she felt it was time to move on.
“As with any company, you reach the ceiling,” she said. “I wanted to be in a creative position and stay in a creative position.”
After leaving Pottery Barn Kids, Kelly decided to take a chance on her own company, and she contacted Matalon to gauge his interest in being an investor. Whistle & Wink launched in 2007 under the parent company Vitamins.
Kelly said that although she had studied children's apparel, launching a textile company seemed like a logical move that allowed her to draw from her experience at Pottery Barn Kids. “I found something that I just love doing,” she said.
The Process: The initial offering from Whistle & Wink includes just under a dozen looks total for boys, girls and nursery. Kelly describes the collection, which is just hitting stores now, as “high-end, decorator style.” Designs include traditional themes, such as transportation, nautical, zoo and dolls that have a modern twist and are still youthful without being overly cutesy. The company currently shows at the ABC Expo in Las Vegas.
Kelly says her design inspiration can come from nearly anywhere. “My family, my friends, traveling, especially to London, India and China, where I photograph every little thing I see,” she said. “I love flea markets and traditional classic design, whether it's a classic Eames chair, an antique scrap of fabric, or wonderful old hand embroideries and knits. Generally anything made by hand is close to my heart. All of this, plus a certain desire to see something made beautifully is part of my process.”
Kelly creates all of the patterns used in the collections, a process that takes a bit of trial and error. “I develop color stories I'm hankering for and look for fabrics and textures which feel good and look right,” she explained. “I paint prints (and) draw embroideries, which I pass off to some friends of mine who are amazing at needlework. It's just a matter of putting (the pieces) together and having it sampled.”
She said that trial and error is what sets the bedding apart from competitors. “I like to say that I take a traditional concept and give it a twist and add some charm,” Kelly said. “Because I create all of our designs with original hand-painted prints and hand embroidery, we can assure our highly discerning customers that they are selecting original high quality designs available only from our brand.”
Kelly's favorite design so far in the Whistle & Wink line is China Doll, a crisp black and white toile group with pink accents. Kelly said she was inspired by the design to write a bedtime story about the doll depicted in the pattern.
“Our toile has a story to tell,” she said, explaining that little girls with the China Doll bedding could make the connection between hearing about the doll's adventures and then literally falling asleep on that same adventure.
The Challenges: Kelly said her biggest obstacle creatively is working with color, which is why she favors black, white and gray. Also, coming up with new collections, particularly for girls, can be challenging. She said that many parents have an idea of what they want, but it can be difficult to put a fresh spin on that idea. “How do you keep it elegant and new?” she said.
With the first collection now shipping, Kelly said she has begun working on her next designs. In addition to crib and youth bedding, she said she would eventually like to add in more accessories and room décor. “One of my goals it to complete the room,” she said.
The Itsazoo crib bedding and decor features colorful animals against a crisp background.
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