Fashion trends can be hard to predict and more than a little fickle. So when first-time entrepreneur Valerie Wray partnered with lifelong friend Stacey Wade to launch the 50 Limes e-commerce site (50Limes.com) in 2013, she adeptly leveraged her keen sense of style and strategic fashion industry connections to cultivate a judiciously chosen inventory. Wray also insisted that 50 Limes reflected a different sort of shopping philosophy
At a fashion event in New York City early last year, a glimmer of gold and silver accessories on a model caught Wray’s eye. A little research revealed something completely unexpected — the shine was from metallic, temporary tattoos. Inspired, she immediately engaged her resources to begin developing proprietary designs and seek a viable supplier to produce a quality and cost-effective product.
By Summer 2014, Wray and Wade launched Lime Light Tattoos, a specialized brand of jewelry-inspired metallic tattoos influenced by pop culture, music, global fashion and world travels. In addition to being showcased and sold on LimeLightTattoos.com, vibrant images posted on Instagram (@limelighttattoos) and Facebook quickly captured the attention and buying power of thousands of fashion-forward shoppers. Meanwhile, collaborations with partners including the band The Pretty Reckless and Asa Soltan (of the Bravo TV reality series Shahs of Sunset) introduced LimeLight Tattoos to an even more diverse customer base.
To create awareness and build strategic relationships, Wray literally took the Lime Light Tattoo show on the road at events including Oprah’s Life You Want in OTown, Source 360 Beauty Bar, and various Music Festivals. “But being part of New York Fashion Week — NEW YORK FASHION WEEK! — truly blew my mind,” recalls Wray, “There I was back stage at the Laurel Dewitt Show and then the Michael Costello Show, placing Lime Lights on some of the world’s top models before they hit the runway under the famous tents. It was totally surreal and an absolutely incredible experience!”
The exposure’s been productive for the Lime Light Tattoos brand, generating inquiries and orders from brick and mortar shops as well as online retailers. Currently, Lime Lights Tattoos offers seven style packages, ranging in price from $10 – $14, as well as Asa Soltan’s 24K Collection for $30.
The complete line is available online at LimeLightTattoos.com and also featured on 50Limes.com.
“All indications are that the metallic tattoo trend will be around for a while, and we’ll be introducing several new styles to the Lime Lights portfolio for spring and summer 2015,” says Valerie. “I mean, after all, it’s a fun and affordable way to be on trend and show your individual style.”
@CourtneyBrown
