Indeeyo is the ultimate online destination for unique clothing, gifts & accessories. With a well curated assortment of the best indie labels and more established brands, Indeeyo provides shoppers access to rare and innovative styles that aren’t available in traditional shops including items designed exclusively for Indeeyo.

Jasmin co-founder of Indeeyo sat down with me to answer a couple questions about the company.

Style Bust: What was the inspiration behind starting Indeeyo?

I previously designed a line of handbags as well as jewelry. In that journey, I met a lot of other indie designers along the way. We had participated in local shopping events in SF and LA and wanted to bring this experience online so shoppers across the country could have access to unique goods.

Style Bust: With tons of online stores, how did you come up with your unique niche?

Indeeyo embodies an eccentric aesthetic for discerning tastes. We have a carefully curated line with exclusive pieces that you won’t find anywhere else. We also love to travel and find unique things from all over the world. We recently went to Thailand and discovered a jewelry designer that makes beautiful handmade necklaces . This is one of her truly a one-of-a-kind necklaces.

Style Bust: How did you come up with the name Indeeyo?

The idea behind the boutique was to provide shoppers a unique selection including exclusive or one-of-a kind pieces from designers. So in Thai, the word “un-deeyo” means “unique or the only one”. We combined that with “indie” (from “independent designers”) to create the name “Indeeyo”.

Style Bust: Tell us more about your focus on independent labels.

It all started with a few designer friends that we knew and loved…one if which is Jennifer Dekoeyer jewelry. She hand makes a beautiful line of nature inspired jewelry. I get compliments on her pieces every time I wear them.

Style Bust: How do you meet and select the designers?

We’re continuing to bring on new designers each week so it’s an exciting time. Aside from traditional trade shows, we try to discover new designers through friends and other networks. We also travel abroad in search of coveted finds that we share with our shoppers.

Style Bust: How do you choose items to feature? Do the items portray your own personal styles?

When we shop, we look for pieces that, at the end of the day, just make you feel good…whether it’s because it a very flattering dress or it’s the softest French terry tunic or it’s for a good cause (see Falling Whistles blog post).

Our personal style is definitely reflected in our selections. I would describe my style as playfully sophisticated and refined. I love the juxtaposition of grit & glam and a blend of modern & vintage.

Style Bust: What kinds of trends are you seeing for Summer 2011?

Lots of lace and florals. Maxis and rompers are still staples that embody a carefree style.

Style Bust: Jasmin and Sancha, fill us in on your backgrounds.

I (Jasmin) previously designed my own line of handbags and jewelry so I understand the needs of the designers and work with them to highlight their brands. Sancha, a self-professed “hat-junkie,” studied luxury and fashion brand marketing in Paris where he was inspired by the creative innovation growing from cultural heritage. We both try to understand the shoppers as customer service is a key focus. We both have an MBAs in marketing and leverage our past experience in building global brands to build our site.

Style Bust: What are some of the perks and challenges about running your site?

We feel fortunate to have an opportunity to work on something we feel so passionate about. Setting our own schedules is a major perk…but on the same token, work never ends because it’s our own business.

Style Bust: How do you promote Indeeyo? Have you seen an increase in sales or traffic by using a particular marketing tool?

Indeeyo has been growing organically and we continue to outreach to the community.

Style Bust: If some fashion guru is out there right now dreaming of starting their own online boutique, what advice would you give them? What are some good first steps to building the brand and starting this business?

Network and seek advice from mentors or others in the industry as they can help you avoid some unnecessary mistakes. Building a brand takes time but the first step is to understand who your audience is and why would they want to buy from you. Hone in on what differentiates you.

Style Bust: What are some future plans for Indeeyo?

We’ll continue to build up our list of designers and finds from abroad. As we grow and evolve, we’d also like to eventually carry home décor items.

Style Bust: How can Style Bust readers stay connected with you? Anything else you’d like our readers to know about Indeeyo?

Join our facebook, twitter and email newsletter to get the latest scoop. We’re constantly adding new designers and must-have pieces to our site, and articles to our blog!

Lastly, here are a couple of examples of items found on

Amanda Christine Coral Dress
Amanda Christine Green Silk Dress
B Boheme Cocktail Ring