Frances Valentine's Elyce Arons on prioritizing catalogs, stores and the boomer consumer

When Elyce Arons met Kate Spade, then Kate Brosnahan, at 18 years old, the two quickly became friends over a shared interest in journalism. But they moved to New York after college and realized a greater passion for the fashion industry. That led the duo, plus Andy Spade and Pamela Bell, to become the founding partners of Kate Spade, in January 1993. 

After eventually selling Kate Spade to Neiman Marcus Group in 2006, Arons and Kate Spade realized they hadn't lost the desire to create and design. Thus, in 2016, they launched Frances Valentine, starting with shoes and handbags. Since then, Frances Valentine has built a growing business by focusing on often overlooked demographics: boomers and Gen X. 

"When [Kate and I] started Kate Spade, we were 29 and 30 years old. We were at a time in our lives where we were young professionals, and the products we made were targeted to women like us. But when we started Frances Valentine, we were missing things in the market that we wanted." Arons said on the latest episode of The Glossy Podcast. "I thought, 'We've done this before. I know we can do this again.' So we started by making beautiful [shoe] designs at great prices, with good quality."

Though Frances Valentine initially began selling apparel as an homage to Kate Spade, it realized the great demand and soon released a full apparel line to complement its accessories. Apparel has grown to become the brand's No. 1 product category. Now, Frances Valentine has its sights on expansion, most recently entering the home decor and beauty categories. As it slowly works toward becoming a premier lifestyle brand, it also plans to open more physical store locations.