Sunday night May 1st 2005
We were getting ready to flip the switch on Papierdoll. Michelle contacted all the writers that had submitted a feature story or piece for one of our sections. Sam wanted to make sure all the photos were in place. Sam had to figure out how we were going to tag the photos in html so they formatted right. The flash countdown clock on the site had already wound down to zero and we were trying to upload the stories.
Flipped the switch….
Wondered what happened. Apparently the programming was a little buggy and we were left at launch without anything to launch. No retro feature on Audrey Hepburn, no editorial, no vintage clothing feature.
Sam sent an e-mail to the programmer. He said he found out what was wrong. Took about a week to fix. Michelle sent an e-mail to all the writers letting them know the system was screwy and to be patient as we worked things out.
Sunday night May 8th – Launch night attempt 2
The programmer assured us everything was go. Had more time to edit the stories. Sam talked to Yael about sending out the newsletter. We were go.
Started to upload the stories. Flipped the switch…
Stories were up!
Things were good! We were online writing about fashion and things were good!
Sam changed the design of the site not more than 20 days later because something just did not feel right. Our traffic started going up. We first had 10 pages views, then 180, then into the thousands. We wrote on everything from the celebrity designer phenomenon to fall denim. We introduced a section called Required Reading where we reviewed fashion related literature. We introduced a guest editorial section named Scope (that was Lisa Radon’s idea), 3 months later we decided to launch a blog. If we were going to cover fashion week, the Papierdoll magazine system just wouldn’t work. So we launched a blog with daily updates from fashion week. Couldn’t get into a lot of shows for fashion week because we were so “new”. We handled rejection quite well. We even poked fun at ourselves.
Later on, we asked Liz Sorensen to write something on being a Thrifty shopper and finding the best deals. She told us she was selling her site, Thriftychick, as she had too much on her plate. We then asked her if we could take over ThriftyChick. There was some negotiating but she said yes in the end. Ali came on board and became the new Thriftychick. We started taking more photos and needed a section specifically dedicated to fashion photos. Enter Look February 2006. Went to fashion week again, this time we had to turn down invites to shows.
That was all in a year. Wonder what we will do in another year? Meet you here in Retro, May 2007 for an answer.