Southern Pride

Dallas-based Smocked Auctions lands sweet clothing deal with Southern Living

Dallas-based Smocked Auctions lands sweet deal with Southern Living

smocked auctions, southern living
Smocked Auctions will design Southern Living's first-ever licensed clothing line, for children ages 3 months to 6 years. Photo courtesy of Smocked Auctions
smocked auctions, southern living
The Dallas-based online children's clothing retailer was founded in 2010. Photo courtesy of Smocked Auctions
smocked auctions, southern living
The Monogram Collection is the debut line. Photo courtesy of Smocked Auctions
smocked auctions, southern living
smocked auctions, southern living
smocked auctions, southern living

Two Dallas moms are getting an early Mother’s Day gift: Online retailer Smocked Auctions, founded by Amy Laws and Nicole Brewer in 2010, will design and distribute Southern Living magazine’s first licensed clothing line. Together the two brands will debut six collections of Southern-inspired apparel for children ages 3 months to 6 years old called Southern Living for Smocked Auctions.

The collaboration debuts with the Monogram Collection, which includes popular pieces such as jon jons, rompers, dressers, bubbles and short sets. Each item is hand smocked with a one-initial monogram using Southern Living’s iconic font.

“So many times moms search high and low for something classic yet comfortable and affordable to dress their children in for family portraits and special occasions,” Laws says. “This collection hits the nail on the head.”

Laws says their inspiration for the collection draws from the best of life in the South — beach vacations, family weddings, small-town parades and holiday gatherings — which aligns nicely Southern Living’s philosophy.

“At Southern Living, we are dedicated to featuring products that personify the South,” says editor in chief Sid Evans. “Smocked Auctions’ designs and concepts express this lifestyle.” Evans goes on to say they were equally drawn to Laws and Brewer’s creativity and entrepreneurship: Because of their pioneering use of social commerce, Smocked Auctions has quickly grown into a $4 million company, with a Facebook fan base of more than 400,000 loyal shoppers.

Brewer says they have no plans to change the way they sell their products: via auction. Why mess with a good thing?

“We plan on always keeping the auction-style part of our business model,” Brewer says. “That’s where it all started and really gave us the ability to grow Smocked Auctions into what it is today. We are excited to expand through the newest social media outlets as they emerge.”