Where is it?
Online only at www.hoochiemama.me
History:
Remember the Destiny’s Child song ‘Nasty Girl’? Well the lyrics ‘booty all out, tongue out her mouth, cleavage from here to Mexico’ pretty much sum up the common consensus of the phrase ‘hoochie mama’.
A 'hoochie mama' as defined by Destiny's Child
There is then, a very obvious distinction between the derogatory phrase and the new online boutique of the same name. One is a vision in bling attracting attention for all the wrong reasons and the other is a blinging vision you’d be proud to show off. So why the name?
Hoochie Mama founder Katrina Urwin explained: "When I talked to people in America about it they were like ‘that won’t work, it’s got too many bad connotations to the name’ but I don’t think it’s a term that’s as widely known or used in the UK.
"There’s no reason why women can’t be a bit vivacious and fun and just avoid the bad connotations. I want it to be empowering. On the website I’ve written a definition and explained how slang changes over time. There’s no reason why hoochie mama’ can’t have a better meaning attached to it."
Hoochie Mama - redefined for 2013
With seven years experience in the fashion industry, the name of her new business is not the only thing Katrina is reclaiming.
Having "always had an interest in e-commerce" she decided to take her future into her own hands by setting up her own online multi-bran retailer. Now a month old, Hoochie Mama is already making an albeit controversial, but very promising name for itself.
"The buying process has been a bit of a learning curve but it’s exciting."
What does it sell?
Among the nine independent accessory brands is expressionist eyewear brand Coco & Breezy. As the first online UK retailer to stock the brand, Katrina hopes UK shoppers catch on to the brand's whacky sunglasses range the same way the US market has. Celebrities including Rihanna, Nicki Minaj and Lady Gaga are all known to be fans of their full-on, 21st century Jackie O glamour glasses with double springs to make them more durable.
Coco & Breezy sunglasses as seen on Rihanna
Hipanema, bracelets designed by two French girls who were inspired by their travels in Brazil, is another big hitter for Hoochie Mama.
Katrina said: "The story goes that the girls loved the Brazilian friendship bracelet look, but they couldn’t be bothered tying them all so they created their own multi-bracelets with luxury threads, shells and glass beads and a handy magnetic clasp so it’s easy to put them all on at once."
Sitting alongside these two popular international brands are some of Katrina’s personally sought out Manchester-based favourites including Rianna Phillips, Wonderhaus and Grafea.
She said: “Wonderhaus is fun acrylic laser cut stuff. Rianna Phillips does amazing digitally printed clutch bags. And then Grafea make handmade leather rucksacks in bright candy colours.”
Hipanema
Who shops there
Katrina has a very clear vision of who her target market is. So if the following statement sounds like you, then Hoochie Mama statement jewellery and accessories might just be for you too.
‘Alluring and vivacious, deeply sensual and confident, she knows what she wants and works hard to get it. Her wardrobe mimics her life, exciting and fun and sprinkled with colour, luxury, gold and glamour. She loves the best things in life – music, people, good times and sparkle. Confident, colourful, daring and fun. She’s pretty awesome.’
Why go there?
Hoochie Mama is a carefully curated shop full of individual and interesting pieces. As Katrina said: “They don’t have to fit into a trend. It’s more about statement pieces with longevity rather than fast fashion.”
“I’ve tried to get more independent harder to find brands. You can get some of my brands on bigger retail sites such as Urban Outfitters, but my site has already had a good response which goes to show people do prefer to buy from independents where possible.
“Everybody talks about independents on the high street but there’s no reason why there can’t be a rich independent community online as well. We don’t all have to be ASOS and Shop Direct.”
Katrina Urwin - Hoochie Mama founder
Future:
Katrina believes the future lies online and with the whole world on her virtual doorstep she sees no need to have an actual shop. However she wouldn’t rule out a pop-up shop to raise awareness and get the chance to peddle her wares.
Furthermore, the long term plan is to start Hoochie Mama the brand. Katrina said: “It will sit on the site alongside the other brands. I’ve already got ideas but just need to find a manufacturer.
"For now I just need to keep pushing on.”
Follow Lynda on Twitter @lyndamoyo
