Photography by Rom Jacob Bokobza
Proudly Made in California Pam & Gela: Founders of Juicy Couture are making California Style a global look. The originators of California Luxury Casual Style, Pamela Skaist-Levy and Gela
sensation known around the world for being the outfit of the “new money.” Pam
Nash-Taylor are the founders of the California-inspired global uber-brand Juicy
and Gela created the California Chic style and forever changed the way fashion
Couture. The self-taught moguls met while working in a Los Angeles clothing
saw casual comfort. It was all the rage. You could not go anywhere without seeing
boutique in 1988. They launched a maternity line — each partner contributed
women in these colorful track suits. From airplanes to grocery stores to Rodeo
$100 — and parlayed their success into a range of luxury cotton shirts under their
Drive to Fifth Avenue, they were everywhere. Wall Street also took notice of this
new Juicy Couture label, which was launched by the designing duo in 1995, with
trend and in 2004, the two best friends from the San Fernando Valley sold their
corporate offices located in Pacoima, California.
company to Liz Claiborne for $56 million, with a $200 million earn-out.
In search of public attention for the brand, with no internet or social media
Staying true to their California roots, Levy and Taylor are back with the launch
at the time, Nash and Levy did it old school: they sent bags and bags of their
of “Pam & Gela,” a luxe casual contemporary line that reflects the essence of
colorful velour designs to celebrities from Los Angeles to New York City. And it
California’s coastal lifestyle. They also recently published a tell-all business book,
worked. Reese Witherspoon, in a pink velour hoodie and matching track pants,
“The Glitter Plan.” I had the pleasure of sitting down with the inspiring, ever-so-
was photographed by People magazine walking her dog in Brentwood, Lara
beautiful inside and out, super-talented Pam and Gela, and learned just what
Flynn Boyle was seen walking the beach in Malibu in her tangerine track suit, and
their California Style is.
Britney Spears was seen in Calabasas waiting in a valet line in Juicy Couture from head to toe. The celebrity appearances in Juicy clothes made the brand famous
As the founders and designers of Juicy Couture you brought the California
almost instantly. Starbucks and valet parking were their fashion runway. In 2001,
brand global. Can you describe how the California lifestyle influenced
the famous Juicy tracksuit was custom designed for Madonna, and she turned the
you then and now?
velour tracksuit into a mega fashion trend with her celebrity endorsement for the
It is just our vibe, California is who we are! It is easy to live here and our design
company. Madonna was the first big break. Juicy Couture then became a brand
esthetic mirrors the essence of the California lifestyle.
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I just finished reading your new book, “The Glitter Plan.” I read it in one night. I
For all of these crazy milestones we reached, we would crouch under our desks
couldn’t put it down! You both make it look so easy, but reading your book I was
together and laugh and scream and cry.
amazed at the ups and downs and the tremendous personal and professional struggles you went through getting the business started. What advice do you
In the book you write about the candy bingeing. Candy played a big role in the
have for young entrepreneurs just starting out?
success of Juicy Couture and I assume it still does with your new line Pam &
First and foremost you have to have a product that the consumer wants. For us
Gela, so what’s your favorite candy?
our message to young talented fashion entrepreneurs is: Product is king! Trust
Hands down, Sour Patch, the extra sour ones.
your instincts and have fun at what you do! Called “the juicy brigade” or “the Juicy Couture fan club”, you two created You both epitomize California Style in very different ways. How would you
the California Casual, Chic style, and changed fashion! Was there one celebrity
describe your individual California Styles?
or a “ah ha!” moment that you two realized this is going to be big? Gela: It was for me walking one day in Beverly Hills and I was in one
Gela: Rocker Couture mixed with a Bohemian feel.
of those crosswalks only Beverly Hills has where you can go
Pam: Preppy Chic with a Bohemian Skater vibe.
diagonally or north and south and east and west all at the I don’t think many people know you started Juicy Couture in the San Fernando Valley and up N Ge
an
was the moment I knew we were onto something big!
Pamela Ska is
We both had very conservative fathers.
the custom track suit we sent her. That
t -L
and selling the California lifestyle
Pam & Gela?
Pam: For me it was when Madonna wore
evy
feel building your brand in California
Juicy Couture and your current line
me was wearing the track suit. I was blown away!
d
proudly Made in California. How do you
contributed to the huge success of
same time, and I looked and every woman around
la
until the sale of the company you were
a
ay -T sh
lor
Your new clothing line, Pam & Gela, is also proudly Made in California. How is it different starting a new business
They believed in buying products
today, with the internet and social
manufactured in the USA. This was
media so prevalent in driving sales
really our strength in staying local and
and publicity, than it was 20 years
so we coined the tag line, “Made in the
ago when you started Juicy Couture? With our buyout we had a non-compete
Glamorous USA.” Also we could control
clause and had to step out of the industry
the quality of the product and frankly we
for a period of time. Now starting again it’s
were too scared to get on a plane to China.
a completely different world, we rely on social What three things do you never leave
media and internet sales to drive a lot of our
home without?
business. We did not have this when we started Juicy Couture. Also consumer buying patterns are different and
Gela: Phone, sunglasses, FULL make-up bag and Altoids.
the need for instant satisfaction is very prevalent. We curate a lot of
Pam: phone, noise cancelling ear buds (I love to listen to music)
our styles on Instagram @pamandgela to reflect the California image and lifestyle.
and Maybelline’s Baby Lips Lip Gloss.
The internet has enabled us to showcase our brand as a luxury California casual The most impressive part to your story (for me) is the relationship between
lifestyle brand and so far so good.
the two of you. You have been business partners and best friends for over 30 years. Juicy Couture was what brought you together but the struggles and
Fashion icon Coco Chanel’s famous quote is “I don’t do fashion, I am fashion.”
successes in life seem to have connected the two of you. In a world where very
And the great fashion photographer Bill Cunningham said, “Fashion is the
few relationships last 10 years, let alone 30 plus, what’s the secret to staying
armor to survive the reality of everyday life.” If Pam & Gela had a quote, what
together as business partners and best friends?
would it be?
You spend more time with a business partner than almost anyone. For us being
Gela: “When you make it with love, the customer feels it.”
best friends made business easier. We were always bouncing ideas off each other.
Pam: “#californiastyle , we invented it!”
WRITTEN BY
Maggy Siegel
A Los Angeles-based lifestyle designer, Vintage Finds buyer for One Kings Lane and a veteran apparel industry leader who pioneered several popular children’s brands. She is a mother, an art and nature lover, and collector of all things chic for the home. Contact information: maggysiegelcastyle@gmail.com.
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