Movers & Shakers

Movers & Shakers: Sylvana Ward Durrett

April 28, 2017

Shopping for your kids just got a lot chicer. Vogue veteran Sylvana Ward Durrett, along with her business partner Luisana Mendoza de Roccia, launched Maisonette.com, a new destination for everything from furniture to clothing for your little ones. The site brings together the best of the best offerings from a range of children’s brands and boutiques, making finding unique and high-quality products easier than ever. We caught up with Sylvana, who is expecting her third child next month, at her home in Brooklyn to talk style, motherhood, and confidence.

NAME & OCCUPATION:

Sylvana Ward Durrett, CEO, Maisonette.com

FIRST THING YOU DO IN THE MORNING:

Get tackled by my children who have snuck upstairs and climbed into our bed.

BEST CAREER ADVICE YOU’VE EVER RECEIVED:

It’s important to fail - you learn the most from your failures.

THREE THINGS YOU ARE PASSIONATE ABOUT:

My family. Maisonette. Trying to be a better person everyday.


DESCRIBE YOUR STYLE IN FIVE WORDS:

Classic with an edge.

ONE THING YOU NEVER LEAVE THE HOUSE WITHOUT:

My phone! But also bronzer and lipstick.

WHAT MAKES YOU FEEL CONFIDENT?

Beyond a strong sense of self, I feel most confident when I'm wearing a look I love - it’s almost like armour!

TELL US ABOUT MAISONETTE…

Maisonette is an online marketplace that aggregates the leading children’s brands and boutiques onto one, convenient, curated and beautiful shopping destination. Our site launched in March with over 40 vendors representing 125 brands. We feature baby and children's apparel, accessories, furniture, and home decor, for ages 0 - 12.

Maisonette will also feature original editorial content that provides inspiration and guidance, including shop-the-look features. We are focused on delivering unique product across price points; from mass to designer. From Vans to designer kids duds from Stella McCartney and specialty kids furniture made in Brooklyn.

WHAT INSPIRED YOU TO START IT?

Luisana and I experienced so much personal frustration while shopping for our own kids - we realized there was a gap in the market. There was no central location to connect discerning customers with stylish, cool, well-made children’s product, mainly because the children’s market is very fragmented. Most of what’s available online is low-quality mass or expensive special occasion wear. There is an enormous amount of product in between, produced by smaller brands and sold at independent boutiques however those brands don’t have the scale or capacity to connect with online consumers. And so, we set off to make that connection by launching Maisonette, and here we are today!

WHAT’S IN YOUR MAISONETTE CART RIGHT NOW?

Tiny Cottons color block swimsuit, Little Lux necklace, Finger in the Nose motorcycle tee, Bobo Choses sweatpants, and Aigle pink rainboots.

DESCRIBE MOTHERHOOD IN THREE WORDS:

Magical, hard, fulfilling.

BEST ADVICE FOR A NEW MOM?

Be patient with yourself and do the best you can!

MATERNITY STYLE ESSENTIAL:

Plenty of maternity jeans, a chic flat and oversized button-down.

FASHION RULE YOU LOVE TO BREAK?

White jeans after labor day- wore them all winter long!

VERONICA BEARD IS...

Classic, easy and fun!

RED LIP OR SMOKY EYE?

Red lip

LEOPARD OR CAMO?

Leopard

UPTOWN OR DOWNTOWN?

BROOKLYN!!

SHOP SYLVANA'S PICKS

Shop the Look
Shop the Look
Shop the Look: Ace Novel Stitch Dress
Shop the Look
Shop the Look: Hampton Flight Jacket
Shop the Look
Shop the Look: Macgraw Midi Dress