“The R-Wear Studio software makes the process really easy.” “I love taking a flat picture and turning it into a sparkling rhinestone design,” said Fiorelli. Fiorelli relishes the challenge of creating a design exactly the way the customer is envisioning it. Her customers are drawn in by the quality of the product and designs, and many return because of Fiorelli’s commitment to ensuring that their custom orders turn out just the way they intended.įiorelli uses Roland DG’s R-Wear Studio software to keep her clients involved in the design process from start to finish. “One mom will go to a game with a custom rhinestone t-shirt and return with an order for the whole team,” Fiorelli said. Word of mouth is a large part of Fashion Mommy’s success. and internationally, many of their orders come from local sports teams and businesses.
“With the EGX-350, we can handle smaller production runs, sometimes producing just one unit.”Īlthough Fashion Mommy now serves customers across the U.S. “It is completely cost prohibitive to outsource the designs,” said Fiorelli. Serving the custom order market has allowed Fiorelli to increase sales and simultaneously reduce costs by eliminating the need to purchase hundreds of units at a time. “With the EGX-350, we can handle smaller production runs, sometimes producing just one unit.” “We were quite big before the economy fell and the Roland DG brought us back up again because we are able to offer a service that not many other sellers have the capacity for,” said Fiorelli. After years of outsourcing large quantities of stock, cookie-cutter designs, Fiorelli decided to try Roland DG’s R-Wear solution to serve customers with smaller, custom orders.
In 2004 she launched her online store, selling hip rhinestone-decorated and plus-size apparel to her fellow moms.įashion Mommy’s rhinestone apparel was a huge hit from the start, but it wasn’t until Fiorelli purchased a Roland DG EGX-350 desktop engraver in 2009 that the company really took flight. Fiorelli decided to launch a trademark brand for these “trendy moms” who like to get involved with their children’s activities but still look fashionable. These days, moms are often seen cheering proudly from the sidelines decked out in fun, flashy fan wear.
That’s why she created Fashion Mommy, a home-based clothing company located in Oakley, California that caters to the demographic many have come to know as the “soccer mom,” every kid’s number one fan.įiorelli saw a business opportunity in the crucial role mothers play as fans in the realm of youth sports. With three children and a successful on-line apparel business, Angela Fiorelli knows what it’s like to be a modern mom.
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