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Business, The Neighborhood Files

Local Fashionista Helps Moms Find Their Inner Flirts

Boxborough resident Beth Roy is the co-founder of FlirtyFinds, a website dedicated to helping women develop and embrace a personal style.

Boxborough resident, Beth Roy, and good friend, Jamie Hoff, have had several important roles over the years: business executives, wives, mothers, and since 2008, co-founders and editors of www.FlirtyFinds.com, an online accessories boutique that caters to every fashion lover - inspired by the women Roy and Hoff identify with: those who tend to put life's demands ahead of embracing their personal style.

Roy and Hoff met as freshmen at Lafayette College and quickly formed a friendship despite possibly conflicting accessories: Hoff’s Louis Vuitton backpack and Roy’s casual flip flops. Several years later, both established successful careers fashion and accessories-related: Hoff as a senior executive at Ralph Lauren and Beth as a corporate sales manager for Tiffany & Co.

Eventually, both would make a big change when they left the corporate world for motherhood, but they refused to change their attitude about fashion, which is quite logical: when mom feels good and is happy, everyone is happy.

“With Flirtyfinds, we wanted to help women who are busy working or home with kids who don’t have a lot of time to go to the mall and keep up with the latest trends but still want to look and feel good,” said Roy. “It is amazing how many women are paralyzed by the idea of fashion – we try to help women take the fear out of finding their fashion and help them find their own style that makes them feel comfortable.”  

The easiest way to ensure happiness could be to embrace the simple things; a new pair of shoes, a piece of unique jewelry, or a cozy yet versatile cardigan can change up any outfit and also let women express their personal style as women, and not just as mothers. That act in itself is what Roy and Hoff deem “flirty.”

Fashion mavens will recognize some of the handpicked merchandise on FlirtyFinds as being reminiscent of Ippolito, Chan Luu, Tory Burch, Jimmy Choo, Valentino, Stella McCartney and Dior. Those on a quest to find their inner flirt will find items that fit into their lifestyle and provide a boost of happiness and confidence.

FlirtyFinds also offers home parties, which provides a way for women to bond with each other while finding their inner flirt.  "[The parties are great] for both the hostess, who gets tons of free FlirtyFinds and the women who attend and love the product line, the prices, the pressure-free atmosphere—and the fact that they get the immediate satisfaction of bringing their purchase home with them," Hoff said.

For Spring, the FlirtyFinds founders are particularly excited about a new selection of clutches and a line of jewelry that embrace color. In addition to being able to browse dozens of accessories to amp up their look and mood, FlirtyFinds subscribers can look to Roy and Hoff to help guide the way to their inner flirt.

“The most frequent comments that we get are that women are afraid of accessories,” Hoff shared. “They think that they can’t pull off the look like ‘the stylish women’ can. We tell women to start slow with one necklace or scarf and when they feel comfortable, add another to their collection—that’s the beauty of accessories…you don’t have to break the bank or buy a new wardrobe. A few key accessories can turn your existing wardrobe into a fabulous and flirty look.”

Although Roy and Hoff live miles apart from each other (Hoff in New Jersey), they have successfully maintained their business and are approaching their 3-year anniversary on May 26.

“We both have different strengths and weaknesses and we work great with each other,” said Roy. “She is a kind of a numbers person and I come from a marketing and sales background and we divide the work down the middle. The clientele in New Jersey is obviously much different than the people that I know here – so we try and find a balance between the two and purchase the right products.”





Arts, The Neighborhood Files

Local Fashionista Helps Moms Find Their Inner Flirts

Franklin Lakes resident Jamie Hoff is the co-founder of FlirtyFinds, a website dedicated to helping women develop and embrace a personal style

Franklin Lakes resident Jamie Hoff and friend Beth Roy have had several important roles over the years: business executives, wives, mothers, and since 2008, co-founders and editors ofwww.FlirtyFinds.com, an online accessories boutique that caters to every fashion lover, but was inspired by the women Hoff and Roy identify with: those who tend to put life's demands ahead of embracing their personal style.

“We would talk about how marriage and motherhood had changed our lives, and how leaving the corporate world had changed our approach to fashion and style,” Hoff explained about the inception of FlirtyFinds. “We resisted the idea that once you become a mom, you need to forgo style and looking your best.”

Hoff and Roy met as freshmen at Lafayette College and quickly formed a friendship despite possibly conflicting accessories: Hoff’s Louis Vuitton backpack and Roy’s casual flip flops. Several years later, both established successful careers fashion and accessories-related: Hoff as a senior executive at Ralph Lauren and Beth as a corporate sales manager for Tiffany & Co.

Eventually, both would make a big change when they left the corporate world for motherhood, but they refused to change their attitude about fashion, which is quite logical: when mom feels good and is happy, everyone is happy.

The easiest way to ensure happiness could be to embrace the simple things; a new pair of shoes, a piece of unique jewelry, or a cozy yet versatile cardigan can change up any outfit and also let women express their personal style as women, and not just as mothers. That act in itself is what Hoff and Roy deem “flirty.”

Fashion mavens will recognize some of the handpicked merchandise on FlirtyFinds as being reminiscent of Ippolito, Chan Luu, Tory Burch, Jimmy Choo, Valentino, Stella McCartney and Dior. Those on a quest to find their inner flirt will find items that fit into their lifestyle and provide a boost of happiness and confidence.

FlirtyFinds also offers home parties, which provides a way for women to  bond with each other while finding their inner flirt.  "[The parties are great] for both the hostess, who gets tons of free FlirtyFinds and the women who attend and love the product line, the prices, the pressure-free atmosphere—and the fact that they get the immediate satisfaction of bringing their purchase home with them," Hoff said.

For Spring, the FlirtyFinds founders are particularly excited about a new selection of clutches and a line of jewelry that embrace color. In addition to being able to browse dozens of accessories to amp up their look and mood, FlirtyFinds subscribers can look to Hoff and Roy to help guide the way to their inner flirt.

“The most frequent comments that we get are that women are afraid of accessories,” Hoff shared. “They think that they can’t pull off the look like ‘the stylish women’ can. We tell women to start slow with one necklace or scarf and when they feel comfortable, add another to their collection—that’s the beauty of accessories…you don’t have to break the bank or buy a new wardrobe. A few key accessories can turn your existing wardrobe into a fabulous and flirty look.”










FlirtyFinds Helps Fashion Forward Mothers Enhance Their Wardrobes with Affordable and Trendy Accessories

FRANKLIN LAKES, N.J., March 16, 2009 /PRNewswire via COMTEX/ -- After an extremely successful launch in May, 2008, FlirtyFinds has provided fashion advice and a distinct assortment of designer accessories to their growing customer base. In the past ten months, over 2000 shoppers have visited the FlirtyFinds website (www.flirtyfinds.com) each month with sales to customers in over twenty-seven states nationwide.

The company's new spring line offers accoutrements to help women make the most of their existing wardrobes. To create a look that is comfortable, polished and affordable, FlirtyFinds offers FlirtyFriday tips and special discounts. "In this economic environment, we recognize the need for women to stay current and fashionable without spending a fortune on new spring wardrobes," notes Beth Roy, co-founder of FlirtyFinds. "Web orders have increased significantly in response to our specials," adds Roy's partner, Jamie Hoff. "We're all trying to do more with what we have." To that end, FlirtyFinds handpicks a collection of Big Buddha handbags, belts, jewelry, wraps and sweaters that are fun, flirty and moderately priced.

Everything on the site costs less than $100. Accessories can be mixed and matched with the basic foundations that women already own. "We strive to create a look that is the essence of FlirtyFinds and the women behind it -lively, spirited, smart and trendy," notes Hoff.

This spring, FlirtyFinds has added some new product offerings like panties by Cosabella and slimming tank tops by Yummie Tummie. "The response has been fantastic," notes Roy. FlirtyFinds' customers trust the site for chic and stylish product recommendations. The end result is less time searching through hundreds of available options.

Popular additions to the site include a fashion Q&A called "Ask Beth" and the "Flirty Little Secrets" section with an assortment of fashion fixes such as the isAbelt invisible belt. The "Accessories 101" section illustrates ways to complement wardrobe basics to create a fresh look. Newsletter subscribers receive the weekly "FlirtyFriday Tip of the Day" and discount coupons.

For more information or to schedule an interview with Jamie Hoff or Beth Roy, please call 978.263.9845. Visit the FlirtyFinds website at www.flirtyfinds.com.



Former Tiffany and Ralph Lauren Executives Target Fashion Forward Mothers FlirtyFinds: Helping Busy Women Get in Touch with Their Feminine Sides
2 Nov 2008 | 01:36 PM ET

FRANKLIN LAKES, N.J., Nov 12, 2008 /PRNewswire via COMTEX/ -- "When Mom looks good, Mom feels good and when Mom is happy, everyone is happy," notes Beth Roy, technical wizard and marketing guru of the FlirtyFinds partnership. A graduate of Lafayette College, Beth participated in the AT&T executive training program and pursued a career in corporate sales management at Tiffany & Co. This experience served to foster her ongoing interest in fashion at the entrepreneurial level. Jamie Hoff, also a Lafayette graduate, began her career in Macy's executive training program. As senior executive for Ralph Lauren, Hoff was appointed Divisional Merchandise Manager for a team of buyers. Hoff's experience in merchandising, product assortment, inventory management and business analysis combined with Roy's expertise in the development of marketing, sales and web-based programs have supported successful small business endeavors throughout the past ten years. This includes sales of fleece blankets, wraps, gloves and scarves, belts and sterling silver jewelry at home parties, holiday boutiques and select shops in Ridgewood, Englewood, Millburn, Westwood and Wyckoff, New Jersey.

Today, Roy and Hoff take their natural knack for turning a good outfit into a great look to new heights. Catering to stay-at-home and work-at-home mothers who are savvy internet shoppers, FlirtyFinds offers an on-line assortment of chic and affordable products.

Looking and feeling great in the midst of a fast-paced family life can be a challenge. Wives and mothers themselves, Roy and Hoff help their clients create a look that makes them feel vibrant and attractive. "There is no need to spend a fortune to accomplish this goal," Hoff asserts. "We provide an alternative to traveling to mass retailers only to be offered the same accessories that everyone else owns." "Women want to be fashion forward without paying designer prices," adds Roy. "Clients can take the basic foundations of their wardrobes and use FlirtyFinds accessories to create a comfortable and polished look." While searching for up-and-coming designers and artisans to bring products to their customers affordably, they support and promote the entrepreneurial efforts of their peers. Their handpicked line of handbags, belts, jewelry and wraps reflects the essence of both partners -- fun, flirtatious, smart and trendy.

For more information or to schedule an interview with Jamie Hoff or Beth Roy, please call 978-263-9845. Visit FlirtyFinds website at http://www.flirtyfinds.com.



November 10, 2008

Former Tiffany and Ralph Lauren executives target fashion-forward mothers.
Franklin Lakes resident Jamie Hoff co-creates online accessories boutique.

FlirtyFinds is an online accessories boutique catering to stay-at-home and work-at-home mothers who are savvy internet shoppers. The Web site offers a unique assortment of chic and affordable products including bags, belt, jewelry, wraps and gifts.

Looking and feeling great in the midst of a fast-paced family life can be a challenge. Wives and mothers themselves, creators Beth Roy and Jamie Hoff help their clients create a look that makes them feel vibrant and attractive. “Clients can take the basic foundations of their wardrobes and use FlirtyFinds accessories to create a comfortable and polished look,” says Roy.

While searching for up-and-coming designers and artisans to bring products to their customers affordably, they support and promote the entrepreneurial efforts of their peers. Their handpicked line of handbags, belts, jewelry and wraps reflects the essence of both partners -- fun, flirtatious, smart and trendy.

For more information, visit FlirtyFinds Web site at www.flirtyfinds.com.
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