Local Fashionista Helps Moms Find Their Inner Flirts

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 of www.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.”