Breaking into the market selling nothing but brightly-hued tutus is a bold move for a fashion brand – but after over a decade in the business, Angel’s Face has made itself a household name. (At least if you have kids at home!)
To date, over 400,000 adorable tutus have been sold, and today Angel’s Face is a brand that stocks everything from swimwear to accessories. The designer behind the brand, Keely Deininger, has made it her unwavering mission to push quality materials and production methods, making her a key player in the rather volatile world of children’s fashion.
After 20 years in the business, designing for suppliers of top brands like H&M and Topshop, Keely decided to quit the game and become a full-time mum. This didn’t last long, however, as the drive to create things became overwhelming. “I knew how much money was needed to become an established brand,” she recently told Children Salon, “so I decided to launch Angel’s Face with one magical product – I wanted to sell the best tutus on the market.”
And that’s exactly what she did. Her iconic tutus were delivered in vintage-inspired hat boxes, creating an instant hit with shoppers around the world. She now adds new products every season, and has recently expanded into outerwear.
Every piece is beautifully crafted with something a little bit special, be it sparkly trims, lace detailing or shimmering gold charms. Keely knows exactly what little girls love and she knows exactly how to put that knowledge to good use. It’s these intricate little details that ensure her pieces remain coveted by kids around the globe.
To shop Keely’s inspired collections for girls of all ages, visit www.angels-face.co.uk.
Written by Thea Carley