Roztayger is an online shop that offers a comprehensive and meticulously selected range of women’s bags, accessories, and wardrobe essentials with the discerning modern woman in mind. In the mix you’ll find well-established labels, as well as hard-to-find brands, all whose entire focus is on quality, craft, no-compromise production values and longevity. Bringing her fine eye for aesthetics which began in childhood and subsequently evolved through majoring in art history at UC Berkeley, combined with frequent globe-trotting adventures, founder Elizabeth Jeffer came across interesting and unique labels that led her to seek out the people behind them—which in turn prompted her to open Roztayger.
What is your background/experience in fashion?
For many years it was my hope to open a retail store. After college and graduating with a degree from UC Berkeley in Art History, I was not necessarily set up to do much in the way of practical career path, but I always loved and enjoyed beautiful works of art and the stories/context behind them. I started off working in local boutiques in Berkeley—merchandising, display, helping clients find products that resonated with them. I got very close to opening a store in San Francisco a few times but in the end I got cold feet. I moved to New York in my late twenties for a job in wholesale. I worked in sales in a high-end accessories showroom, learned more about the industry, and worked with many talented emerging designers.
Why did you launch Roztayger and what was the inspiration behind it?
I had kids, settled down, and continued in wholesale. Finally in my 40s, I decided it was now or never. The inspiration was born out of feeling that I was the expert in my niche and I wanted to connect with other like-minded customers—people that love design, and who want something a bit different but don’t want to look like a fashion victim. My grandmother Rosalind Tiger passed away a bit before I launched so Roztayger is an homage to her. She was a remarkable woman: kind, supportive of other women, and effortlessly stylish without pretension.
How do you decide what items to sell on your site? Do you reach out to brands or do they reach out to you?
It happens both ways. I travel to Paris one to two times a year for shows and go to NYC multiple times a year as well. Many designers find me and reach out. Sometimes I reach out first.
What differentiates your site from other sites?
For one, I focus mainly on accessories, although I’m starting to dip into the clothing world a bit. I like to touch on essential garments, staples that are unique and useful, so I carry one line of hand finished Japanese jeans, and I’m bringing back a beautiful cashmere separates line I carried in the past, because, while expensive, it keeps getting better and better.
How would you describe your typical customer?
My typical client is 20-60, well educated, professional, travels often, and enjoys the arts and culture. A woman who knows her own mind and likes to stand out with subtlety.
Retail price ranges?
I carry roll on oil fragrance for $45 and leather bags for $1,700. It’s a range, but what I try to keep consistent is the value of the product, the limited edition aspect, and the unique factor. I would say most of the products are in the range of $200-$500.
What are your main inspirations?
I am inspired by lots of things—people, art, etc. I like mixing men’s tailoring with feminine flourishes. I like clean, crisp lines, minimal details and painterly colors mixed with white, grey black, and navy as the base.
What are your goals for Roztayger in the next year?
My goal is to grow the online business and hopefully open a small shop where I can give more personal customer service, meet with people in person, and guide them through the selection process. Nothing beats the intimacy and the reward of looking someone in the eye and connecting with them in real life.
What are the fashion items that you can’t live without in your closet?
My favorite items currently are my Chimala jeans, loafers from Le Yucca and Alumnae, all of my white poplin shirts—there is one from Sophie D’Hoore that I am obsessed with right now. I’d love to carry this line at one point in the future. Bag wise I’m very attached to my Tiane Tenui basket bag. My Oyuna cashmere cardigans and jackets are always something I reach for.
What advice would you give to someone who wants to open their own online store?
Make sure you have your concept down and you are very specific. The landscape has gotten very crowded and very competitive. Only the well-defined and well researched online stores will survive. I am hoping there will always be a market for multi-line stores that offer a unique point of view and experience. I want to return to the serenity of white spaces and intriguing aesthetics. This is where I am happiest.
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