Can a women really multitask? Or does Amy suffer from a multiple personality disorder? How else would she be able to fulfil so many different roles?When Amy is not running Winky Boo, Amy spends her time as an agent for S.H.E.I.L,D but that is another story and certainly not as interesting as Winky BooI heard when she creates her designs she has to be encased in a sound proof box similar to Daredevil so she can focus and let her creative juices run amok.Amy has let herself out of her box, for just enough time for this weeks interview and to showcase some of her amazing designs.Over to you Amy and PLEASE don't get back in that box!
I'm the only person behind Winky Boo – Amy Fiedler – President/Owner/Designer. I own and operate everything Winky Boo myself from the business standpoints, marketing, promotion, design, orders, etc.
Can you start by giving some background about yourself?
I'm from New Jersey and graduated college back in 2007 and went right into working in Fashion and Wardrobe Styling. That wasn't my major in college, it was Photography but I had a natural talent for styling. I got an amazing job assisting a celebrity stylist and worked there for several months and then went on to work with more stylists, styling for commercials, music videos, press photos, editorials for fashion magazines, TV performances, concerts, etc., etc., etc.
I don't really like to talk about myself and my accomplishments too much so we'll just say I had a LOT of experience in that field for several years until I decided the commute from NJ into NYC was too much for me and I preferred to be able to make my own hours and start designing my own clothes.
The idea started with swimwear design and I sketched out an entire collection of swimwear and then realize how much money it was going to take to actually get these swimsuits made. So I brainstormed more and realized starting with t-shirts would be more financially doable and it would be a great way to break into what I initially wanted to do.
Where did you get the name Winky Boo?
Winky Boo – for those who haven't heard the story or read it on our website is from nicknames my grandfather had given to me and my siblings. When trying to come up with a name for the company I realized that just using a random word or phrase wasn't going to cut it in building a brand and I needed something meaningful that not only I but everyone could relate to.
I was very close with my late grandfather and he was always a kind, free spirit. He always was making everyone laugh and joke and despite whatever circumstances or situations were happening he always seemed worry-free and happy. He had this youthful spirit to him that was contagious and one that I truly admired and looked up to. When he was alive he had given my brother, sister and myself nicknames: my brother Boo Boo (like Yogi Bear's sidekick), my sister Winky (because she played a flying monkey in the Wizard of Oz school play) and myself Princess (because I always had to have my jewellery and a tiara on wherever I went). Hence the name "Winky Boo" and the logo of a flying 1/2 monkey 1/2 bear wearing a tiara!!
Can you tell me more about the brand Winky Boo?
Stemming from the answer above, Winky Boo as a brand is basically a representation of who my grandfather was and what he taught me.
Winky Boo designs encompass these imaginative and playful characters and pieces of art. They are humorous, they are creative, they make you wonder and think what does this mean. They all have a child-like quality to them of wonder and imagination that we all tend to lose as we grow older that my grandfather never lost.
As children we are amazed by so much and get excited by the littlest things. We explore, we create and we dream. This is what Winky Boo is as a brand; this is what we represent and are about and all our clothing and branding reflects that!!
What makes Winky Boo different from other Apparel Vendors? What is your USP?
Winky Boo is entirely different from other apparel vendors. I've focused my attention from the start on branding Winky Boo in its entirety and I believe thus far it's been a success. I try to relate every piece of clothing we produce to the message of the brand.
All the photography on the website and for our look book reflects the message of the brand. This is the key to branding. A lot of other brands pick a name out of a dictionary, think it sounds cool, use it for business and just produce any shirt or clothing item for that matter without it somehow reflecting their "message" or what their brand is about. The message of a brand is usually what first captures your audience; your customers. What keep them there are your merchandise and quality and price points.
The other key is I'm a one woman army over here and at first when I launched I used to debate mentioning to people I did everything myself or not. Then I realize that another unique selling point is introducing the "girl" behind the brand to your audience.
Letting them get to know you and your story and relate to you, like you and feel for you. Allowing that allows them to genuinely make a connection with your brand as well! I mean other than that I think our designs speak for themselves, we put out a very interesting array of designs and products and I'm happy to report and honoured to always hear that people are so pleased with the quality and creativeness of our products!
What’s coming next for Winky Boo?
Next…hmm what's next? Well right now I'm focusing on the Fall/Winter Collection and even before that the Boston Tee Party in August in Boston, MA.
I'm co-hosting with Kelly Murphy from Sauce wear and The Tee Gazette and there will be SO MANY indie clothing brands there that I know but have never met in person. I'm still preparing everything for that right now too!
Where do you see yourself in 10 years both for yourselves and your business?
10 years? I mean I'm still focused on this year, let alone 10 years from now. I try not to think or plan that far in advance. Personally I'd HOPE to be married with possibly some kids floating around somewhere lol but business is my main focus right now and business wide I'd really like to have a Winky Boo flagship store maybe even before 10 years from now!! That'd be pretty dope.
When getting your apparel printed what is the process that you prefer?
I don't do any of the screen-printing for Winky Boo. I out-source it to a printing company and/or close friends who have done some incredible work printing some stuff up quickly for me. Sometimes going through a printing company, depending the season you have a longer turn-around and I'm a last minute kind of person at times so I’m lucky enough to have made a lot of good friends in this business that they are willing and able to help me out on a whim.
What brands of apparel do you prefer to print on?
I started with and have only chosen the best blank apparel to print on. I'd obviously hope to one day make my own blanks but until I reach that level I prefer American Apparel blanks and Bella as a lot of incredible styles I love for the women as well. I only want the best for Winky Boo.
What would a customer expect when ordering a product from you?
A customer can expect to have it shipped out next day once they place their order and payment goes through. I pride myself on being a stickler for the minute I get orders in; I immediately package them and ship them the next day. I always include a business card, sticker and perhaps a coupon card in your package. A variety of orders get albums from our sponsored bands along with stickers from them as well. And currently I've been throwing in a special little something extra for every order coming in this summer – but I'm not squealing so you'll just have to order to find out!
Anyone you want to give a shout out to?
I don't want to have to choose from all the many people I know and love out there but I'll give a quick little shout-out to Focused in Photography who does all of Winky Boo's photography from product shots to look-book shots in the last 2 years.
To, Erin Cheyne from Cheyne Creative who did the Winky Boo website and helps in maintaining it and just a few quick shouts to my friends Kelly & Jared at The Tee Gazette and Andy at Hide Your Arms – 2 really great blogs for clothing companies – 1 of which I help write for (Hide Your Arms).
Where is the best place to find your designs and buy some of your shirts? And of course get in contact with you
The best place to find Winky Boo clothing is at www.winkyboo.com – we not only have t-shirts but hats, beanies, tote bags, board-shorts for men & women and bathing suits for the ladies!!
I believe I gave a nice discount code for the readers of Geek Shirts to use at any time
[drpcoupon name="15% Off WinkyBoo.Com Tees"]
Plus we're having Summer Clearance rotating sales all summer long so definitely go to our website and subscribe to our newsletter on the right hand side to find out what's on sale every week or LIKE our Facebook page: .
We're also located in some retailers, which you can find on our website!! You can also always get in contact with me directly through our Facebook page, our twitter or by simply filling out the contact form on our website!!