Local Fashionista Helps Moms Find Their Inner Flirts

Boxborough resident, Beth Roy, and good friend, Jamie Hoff, have had several important roles over the years: business executives, wives, mothers, and since 2008, co-founders and editors of www.FlirtyFinds.com, an online accessories boutique that caters to every fashion lover - inspired by the women Roy and Hoff identify with: those who tend to put life's demands ahead of embracing their personal style.

Roy and Hoff met as freshmen at Lafayette College and quickly formed a friendship despite possibly conflicting accessories: Hoff’s Louis Vuitton backpack and Roy’s casual flip flops. Several years later, both established successful careers fashion and accessories-related: Hoff as a senior executive at Ralph Lauren and Beth as a corporate sales manager for Tiffany & Co.

Eventually, both would make a big change when they left the corporate world for motherhood, but they refused to change their attitude about fashion, which is quite logical: when mom feels good and is happy, everyone is happy.

“With Flirtyfinds, we wanted to help women who are busy working or home with kids who don’t have a lot of time to go to the mall and keep up with the latest trends but still want to look and feel good,” said Roy. “It is amazing how many women are paralyzed by the idea of fashion – we try to help women take the fear out of finding their fashion and help them find their own style that makes them feel comfortable.”  

The easiest way to ensure happiness could be to embrace the simple things; a new pair of shoes, a piece of unique jewelry, or a cozy yet versatile cardigan can change up any outfit and also let women express their personal style as women, and not just as mothers. That act in itself is what Roy and Hoff deem “flirty.”

Fashion mavens will recognize some of the handpicked merchandise on FlirtyFinds as being reminiscent of Ippolito, Chan Luu, Tory Burch, Jimmy Choo, Valentino, Stella McCartney and Dior. Those on a quest to find their inner flirt will find items that fit into their lifestyle and provide a boost of happiness and confidence.

FlirtyFinds also offers home parties, which provides a way for women to bond with each other while finding their inner flirt.  "[The parties are great] for both the hostess, who gets tons of free FlirtyFinds and the women who attend and love the product line, the prices, the pressure-free atmosphere—and the fact that they get the immediate satisfaction of bringing their purchase home with them," Hoff said.

For Spring, the FlirtyFinds founders are particularly excited about a new selection of clutches and a line of jewelry that embrace color. In addition to being able to browse dozens of accessories to amp up their look and mood, FlirtyFinds subscribers can look to Roy and Hoff to help guide the way to their inner flirt.

“The most frequent comments that we get are that women are afraid of accessories,” Hoff shared. “They think that they can’t pull off the look like ‘the stylish women’ can. We tell women to start slow with one necklace or scarf and when they feel comfortable, add another to their collection—that’s the beauty of accessories…you don’t have to break the bank or buy a new wardrobe. A few key accessories can turn your existing wardrobe into a fabulous and flirty look.”

Although Roy and Hoff live miles apart from each other (Hoff in New Jersey), they have successfully maintained their business and are approaching their 3-year anniversary on May 26.

“We both have different strengths and weaknesses and we work great with each other,” said Roy. “She is a kind of a numbers person and I come from a marketing and sales background and we divide the work down the middle. The clientele in New Jersey is obviously much different than the people that I know here – so we try and find a balance between the two and purchase the right products.”