profile: joey wolffer of the styleliner

the Styleliner is a genius idea. it’s fashion on wheels…mobile retail…style on-the-go. can you picture it? we’ll break it down for you. the Styleliner is a tricked out RV with a super chic mecca of boho luxury clothing and accessories inside. that’s right, you can shop inside this ride. in a society that breeds that healthy “single white female” syndrome in all of us, this idea is even more of an einstein. you know that convo you have with your best gal pal. gal pal: “omg! where did you get that awesome necklace?!”  you: “the Styleliner. but its not here anymore. you’ll have to wait until it comes back to town (insert fake sad face).”  gal pal: wants said necklace even more now and waits by the curb until the Styleliner returns. this ride really does move. florida…nyc…the hamptons…california. this unique mobile shopping destination offers fashion and accessories to covet, creating legends of fans in its wake and many single white females in despair until its return…genius.

the Styleiner was currently parked in florida when we met up with its founder and creative director, Joey Wolffer, so we traveled to her studio in brooklyn instead. a nondescript building followed by a ‘yellow brick road’ long concrete hallway led to a bright and sunny hidden gem where Joey greeted us with a big smile. this young entrepreneur brainchild’ed the Stlyeliner after discovering that so many unique brands she found during her travels were not offered stateside. a brick and mortar business was not her stylo and at the time (2009/2010) the popularity of food trucks were emerging, so Joey put the two together and voila!

the Styleliner travels to homes for private customers but will be parked in the hamptons this summer. Joey, who has a background in jewelry design and was formerly the trend director for all of jones apparel group, is also designing her own line of necklaces under the name JW Styleliner…so be on the look out for some great pieces from her signature line. for more information on the Styleliner go to and check out Joey’s favorites below…

joey’s favorites:
location to park the styleliner:
hamptons and the wolffer winery
brand of clothing to sell on the styleliner:
christophe sauvet
brand of handbags to sell on the styleliner:
barbara boner
brand of jewelery to sell on the styleliner:
buba and katerina psoma
place to shop for vintage:
marche aux puces in paris
item to shop for:
philip lim and equipment shirts and vintage clothing
t-shirt brand:
sneaker brand:
common projects
diptyque philosykos
beauty products:
decleor…i love all their products!
nail color:
right now it’s diamonds and pearls by deborah lippmann
hair salon:
the high horse in williamsburg
wolffer rose and ginger, lemon, apple mash
vacation spot:
marrakech, morocco
places to shop:
narnia, rellik in london and coclico on mott street in nyc
greystoke mahale in tanzania
yunnan kitchen between rivington & delancy and il posto accanto on e. 2nd street (both in nyc)
website/blog: and
brittish elle and l’officiel
a ring my dad gave my mom when i was born that says “love joanna” inscribed inside
housewarming gift:
dark chocolate
diptyque figuier
staying in a nice hotel while on vacation