We are the online store that will illuminate your wardrobe instantly. 

Based in Los Angeles, CA, we bring you the latest trends, and you can always trust that what you get from us is the most stylish out there. With high-quality materials and products, we create assortments that spice up your closet and assure you have something to wear whether it's at school, work, a friends outing, the beach or a party.


About the Team ✨
Lior Haykeen, Co- Founder

Lior, a California girl living in Los Angeles, is a graduate of the journalism and marketing Bachelor's program at the University of Southern California, where she developed a love for writing, blogging, marketing and content production. She followed her passion for fashion, style and beauty when she continued her education at the Fashion Institute of Design and Merchandising in Los Angeles. She’s always been the one friends and family call when they need to pick out an outfit or go to the mall. After working in the Los Angeles fashion industry for some time, a 4-month trip abroad led her to decide there’s nothing she would rather do right now than illuminate other girls’ closets the way she loves to illuminate her own.

Tal Baruch, Co-Founder

Tal was born in Israel, where startup innovation is a norm, not a trend. Before arriving in the United States, she worked in fashion retail, where she cooperated with some of Israel’s top fashion-industry professionals. Tal is a graduate of the merchandise marketing program at the Fashion Institute of Design and Merchandising, where she met Lior. Before her world revolved around Princie, she was a product developer at the Halston headquarters in Downtown LA.Tal has a massive passion for travels, which is how she gets inspired and stays on top of the world’s current trends, ideas and events.