CUTETURE

fashion

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Jenni Epperson's adorable accessories.

By Isha Andaya Aug 19, 2009

Jenni Epperson is again adding another title to her already multi-hyphenated job description; she's now an E-tailer. With the launch of her online hope Cuteture (she just opened shop on August 17), fashionistas can take a walk back to the youthful side of fashion.

"When I was in New York early this year, I saw a toy store that sold cool-looking toys and it inspired me to create accessories out of it," narrates Jenni. "I showed it to some friends and relatives and they all thought the items were cute and that I should sell it. Since I've always wanted to open my own store, I thought it would be a good idea to open an online store and share my cute finds."

Daughter Aryanna plays the role of muse and decision-maker when it comes to the product line-up. "I love her cute yet cool style," explains the stylist. "Every item in cuteture.multiply.com has been "Aryanna-approved."

To sum it up, Jenni says, "it's all about having fun with fashion and not taking yourself too seriously." She even makes shopping a bit sweeter, giving away freebies like jewelry cases in the shape of pop tarts to shoppers who've bought up to a certain amount.

Click on to see the editor's fun favorites.

�Isha Andaya, Managing Editor

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