The Fort Worth-based retailer represents about 250 brands from around the world.
— To promote women-led businesses and point shoppers toward more meaningful consumption, HerStory launched early last year to sell luxury fashion and accessories exclusively from purpose-driven businesses led by women and that pay fair wages.
Embellished hats and feminine dresses are some of the bestsellers at HerStory, which also carries a handful of beauty products and tabletop goods. Some items are exclusive to HerStory, which gives vendors feedback on top-performing colors and styles to help build capsule collections. “I think a lot of people are confused by sustainable versus ethical, so we really try to push the narrative of where your clothes are coming from and how they are making an impact,” Paul said. “You are looking at wearable art and personal stories versus pushing the product. It connects with that luxury customer who has lost touch with that for so long.”
Underwood is a HerStory cofounder and adviser along with Whitney Rowell, who created Miracle Milkookies to boost lactation in women who are breastfeeding. The founders all live in Dallas, and HerStory headquarters is at its gallery in Fort Worth. The trio were surprised to get 150 orders the first week, which they packed themselves, working out of their garages. Priced from $149 to $300, the boxes continued to sell at a rate of 150 to 200 a week.
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