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Beverly Hills Weekly
Beverly Hills, California
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April 20, 2000     Beverly Hills Weekly
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April 20, 2000
 

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peo , ii 711 :i Funky Entrepeneur Duo Lu Lu Lam6 exudes elegance In Beverly Hills. o by Shidn Daniepour Jenna  andAm/e Nebenzahl It's hip; it's young; it's fashionable and it's all the creation of Jenna Shapiro [BHHS "931 and Amie Nebenzahl [BHHS '92]. These two joined forces last )'ear to create a novelt), T-shirt company Lu Lu Lamd,.. that can be spotted on women walkingldown Beverly Drive during the day or more elegantly sipping on a cock- tail at Nic's in the late afternoon. The), are as inexperienced as it comes, but there album has hit platinum in less than a year. Shapiro, the designer, has no technical training in design. She did, however, grow up within a family of designers and clothing manufacturers. Amie has jumped from chef to production head. The duo formerly headed "Jenna Bakes and Amie Too" in Beverly Hills a few years ago. After ditching the baking business, the girls split in different entrepreneur directions, while maintaining their childhood friendship. Now, three )'ears later, they've collaborated once agabt, this time, in the fashion world. Q: How did you get into the gar- ment industry? A: I (Jenna) started the business a year ago with my family putting together a line of t-shirts. It was the right time. We staffed wilh a few samples and it took off quickly. We began with a few embell- ished shir, which really look off. Amie came on after two months t bahmce things out. Q: How were you able to get your T- shirts into stores'? A: We were able to get into good show- rooms. Buyers saw our line and loved it. Now you can see our T-shirts in Barneys, Saks, Anthropologie, Fred Segal, Madison and various other boutiques throughout the city. We're in every shop we would want to shop in. Q: How do you classify your line? A: It's a novelty T-shirt. It's not a cot- have established a name and we're look- ing to create more products. We want to make a mark with what we're doing. We don't want to create just to create. We're definitely not limiting ourselves to a cer- Certain things are just average, they're not Lu Lu. Amie Nebenzahl ton T. We produce high-end T-shirts that sell anywhere from $45-85. We're not your run-of-the-mill T-shirt. Certain things are just average, they're not Lu Lu. Q: What's the key to your success? A: It's about having good judgement.- knowing what people will want. Half of it is luck and half of it is being led from one person to the next until you fall into the tight place. This is not a smooth business. There are problems everyday, but we've learned to work around them. You have to hav thick skin in this business. Q: What's the next step? A: We feel comfortable where we are. We're at a crossroads where we could either stay where we are or go for it. We lain market, but we don't want to just to pants to do pants. We didn't follow a trend. We created a niche for ourselves and we want to con- tinue to create our own thing. Q: How do you feel when you see peo- ple wearing your line? A: It makes us feel like your heating your song on the radio for the first time. It's very flattering and exciting. We get so into the business angle that we forget how big we are. Sometimes it's such a shock to us. We don't think we're that well- known until people tell us or we see peo- ple wearing our T-shirts. It's very reward- ing. i Doctors' Service Voice Message Telephone Answering and Paging Service With Live Operator Backup "Hello, this is Doctor Roberts. if your call is an Ii emergency, please press 1; if your call is not an I emergency, please press 2." I 1 I iEmer.enc, i Caller leaves a message and you are automatically paged immediately. 7 DAY FREE TRIAL I INon-Emergency Call i ICaller leaves a message. IStaff picks up a message during normal business hours. Demonstration Number: 1-800-9-4 DOCTOR 943-6286 The Telephone Connection of Los Angeles, Inc. 8 Beverly Hills Weekly :t