The Glitter Plan: How We Started Juicy Couture for $200 and Turned It into a Global Brand by Pamela Skaist-LevyPart memoir, part business manual, and 100% juicy—the inside story of Juicy Couture, one of the most iconic brands of our times
While working together at a Los Angeles boutique, Pamela Skaist-Levy and Gela Nash-Taylor became fast and furious friends over the impossibility of finding the perfect T-shirt. Following their vision of comfortable, fitted T-shirts, they set up shop in Gela’s one-bedroom Hollywood apartment with $200 and one rule: Whatever they did, they both had to be obsessed by it. The best friends’ project became Juicy Couture. Pam and Gela eventually sold their company to Liz Claiborne for $50 million, but not before they created a whole new genre of casual clothing that came to define California cool.
Pamela and Gela built an empire from the ground up, using themselves as models to build their patterns and placing their merchandise by storming into stores and handing out samples. They balanced careful growth with innovative tactics—sending Madonna a tracksuit with her nickname, Madge, embroidered on it—and created a unique, bold, and unconventional business plan that was all their own: the Glitter Plan.
Now, Pam and Gela reveal the secrets of Juicy’s success: how they learned to find and stick with the right colleagues and trust their instincts when it became time to move on to their next project. They also share their missteps and hilarious lessons learned—like the time robbers stole one thousand pairs of maternity shortalls, which the partners took as the first sign to get out of the maternity clothing business.
Told in the bright, cheery voice that defines Juicy style even today, The Glitter Plan shows readers how to transform passion and ideas into business success. Aspiring designers, Juicy fans, and business readers of all stripes will be enthralled by the story of spirit and savvy behind Pam and Gela’s multimillion-dollar fashion empire.
SAVE MONEY AT ROSS ON HIGH END SHOES, PURSES, MAKEUP, CLOTHES & MORE
J uicy Couture — the American brand famous for its tight-fitting velour tracksuits — could be heading for a zip-up of production. A year after its parent company Kate Spade sold the brand off, sales have continued to plummet and plans to close all its US stores have been announced. Though Juicy is still alive — it recently publicised collaborations with Steve Madden shoes and Kohl's department stores — it is much diminished.
Juicy Couture: the end of an era?
Last week, Juicy Couture announced it will be closing all U. For those for whom a little silver J on a zipper symbolized bitchy popular-girl oppression in middle school—a sign to run as fast as your dorky Keds could carry you—the announcement might bring a kind of vindication, a sweet relief. The reign of the velour tracksuit has ended. Paired with Uggs and Northface jackets, these sweats became a lazy-chic celebutante uniform, beloved by the likes of Paris Hilton, Kim Kardashian, Jessica Simpson, and Eva Longoria in real life and in character on Desperate Housewives. Despite all this initial success and free celebrity endorsement, the luxury casualwear company, based in California, has been struggling for several years. This adoption by a mainstream big-box retailer seemed to spell doom for a label that was once considered fairly high-end.
If you say you've never owned a Juicy Couture tracksuit, you're almost certainly lying. It was athleisure before athleisure was a thing, and before designers like Alexander Wang took the theme to more minimalist, luxe territory. And literally every female in America had at least one set in her closet, whether she was a Hollywood celeb or a middle school queen bee. Since then, we've said goodbye to the regrettable, albeit fondly nostalgic trend. The tracksuits that once topped our holiday wish lists and symbolized our cool girl status now clutter the sale racks at Kohl's , marked with those glaring red stickers that might as well read R. And if that weren't enough to make it an official relic of the past, this certainly is.
Indeed it was. Woodhouse declined to divulge the name of the designer for the new collection. Suddenly, celebrities were being photographed more frequently off the red carpet than on it: during coffee runs, at the dog park, off-loading groceries into their SUVs. People started looking at celebrity paparazzi photographs for style tips. Pam and Gela were smart because they gave a lot of clothes away to celebs. Juicy Couture tracksuits became the Uggs of activewear. Skaist-Levy and Nash-Taylor were able to transform a sloppy and un-fashionable style into a must-have.
What will bubblegum princesses wear on flights from L.A. to Puerto Vallarta now?
Juicy Couture, the brand made iconic by Paris Hilton, is attempting a renaissance built on noughties nostalgia. - There is no doubt that many of us like luxury and designer labels.
Juicy Couture has turned into a global seller with their signature velour tracksuits and other fashions that span clothing, handbags, shoes, intimates, swimwear, fragrance, accessories, sunglasses, yoga and babywear. Juicy Couture was started by two friends in In they changed the name to Juicy Couture. A crown lies on top along with a Juicy Couture flowing banner. From , after establishing their company and needing to get public attention for the brand, Nash and Levy started to send their completed designs to celebrities.