ABOUT TRICKY THREADS……

Sarah Goldstein gained retail fashion industry savvy by spending six years as a buyer for the Emphatic Boutique in Fred Segal Santa Monica. By paying close attention to trends and listening to her customers, Goldstein noticed that there was something missing. In 2002, she decided to fill the void by launching Tricky Threads, her own lifestyle collection carried exclusively at Emphatic.

Goldstein wanted to provide her customers with wardrobe staples that were comfortable but also sleek, practical but also fashionable. Tricky Threads introduced convertible pieces made of buttery-soft jersey with fits that transitioned from an easy everyday skirt to a sassy little dress perfect for a night out.

For Emphatic customers, it was “love at first fit” and the line had a tremendous sell through. Almost instantly, the boutique created a massive database of customers who requested to be notified as soon as a new Tricky Threads piece hit the sales floor.

Slowly, Goldstein began to introduce more tailored, fashion-forward items into the collection. In Spring 2007, Tricky Threads opened distribution and was picked up by over 100 specialty boutiques worldwide.

Tricky Threads has acquired a cult following of women who consider it a standard in their wardrobe, including celebrities such as Oprah Winfrey and Mena Suvari. The collection has been featured in Los Angeles Magazine on Fox 11’s “Style File”, The TV Guide Channel and Fox’s “Reality Remix”.