The Frugal Fashionista: Pure EyeCandy

Keta Redd started her online fashion boutique Pure EyeCandy not only to give ladies in her hometown of Louisville, Ky., more style options, but also to lend a helping hand to emerging independent designers. And since Pure EyeCandy is a web-based shop, you don’t have to live in Derby city to check it out. I had a chat with the 31-year-old style maven about her online boutique and her “effortlessly pretty” style.

How did you get into fashion?

I decided to get involved in fashion after becoming frustrated with the cookie-cutter selections of clothing that is offered to women in Louisville. I wanted to also do something that was different than your average department store or clothing boutique. I decided to do an online site because it gives the customer the opportunity to shop on their own time.

You’re also trying to reach out to emerging designers with your site, right?

There are so many talented designers in Louisville, I would love for them to be a part of Pure EyeCandy. I am currently working with two designers, and looking for more there is a link on my website that is entitled “Homegrown” and I encourage local designers to send me their items to add.

What do you think makes Pure Eye Candy stand out?

Pure EyeCandy stands out because it specializes in attire from 00-22W. The clothing in my boutique is limited to no more than two items per size. The clothing is trendy, fashion forward clothing, and affordable prices. The items generally run from $15- $40 and the quality is amazing.

Right now in Louisville everyone is getting ready for the Kentucky Derby. Do you have any items that you think would be great picks for Derby weekend?

I have so many favorites. I would have to say the black and white halter dress, the black bubble dress, and the black and white belted dress. These pieces are so fun and can be worn at the track or to a party Derby week.

How do you define your style?

My style is all about character. Everything in my boutique is just like my closet — different. When I get dressed for work, an event or just to hang out I always ask who I want to be. Sometimes it is rock and roll, glamorous or my favorite style I like to call effortlessly pretty. Effortlessly pretty is the sexy top, jeans, heals and the natural makeup.

What’s next for you?

I plan to release a Pure EyeCandy label by the beginning of 2010.

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  1. super cute and affordable–the best combination on earth!

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