Tell us about your business, its history, and how you build customer loyalty.
We began wholesaling undergarments in the industry in 2003. In 2005, Bill Danches offered to allow us to lease and run the accessories section of Whatchamacallit Fashions, a 20,000-square-foot prom, pageant, social occasion, and bridal store located in Dallas. We used this opportunity to develop and test our shoe and jewelry designs. These new products were offered right next to some of the accessories industry’s leading product lines. Through these efforts, we have honed, improved, and expanded our product line until a vast majority of accessories being purchased were Helen’s Heart creations. Ultimately, it is the end users of our product and the direct relation we have with them that allows us to supply our merchant customers with products that take your breath away.

Who is your main designer or designers?
Helen Zheng (Head Designer; shoe and jewelry) and Jimme E. Huang (Jewelry Designer).

What divisions (e.g., Prom, Pageant, Social Occasion, Bridal, etc.) do you design for and market?
We design and manufacture shoes for the Prom, Pageant, Social Occasion, and Bridal markets.

What size ranges do you offer?
In our shoes, we offer sizes 5 – 11 on the majority of our lines, with a few that are designed for taller ladies that go up to size 12. Our jewelry selections are designed to fit the majority of customers.

Please identify three characteristics about your designs and business services that you are known for.
Just to name a few:
BLING! – Flashy, using a large amount of high quality stones from around the world COLOR! – Offering little-used colors that match current fashion trends both in the stones of our jewelry and the colors of our shoes.
COMFORT! – Double padding. All Helen’s Heart shoes use the thickest padding or best foam padding material offered by the manufacturers.
INNOVATION! – Our innovative “Quick Release” shoe buckles, removable heel straps, dedicated shoe design to go with cocktail dresses, and shoe and accessories design with specific dresses in mind, and many more.

How do you keep your design ideas current?
Says Helen: “Everyone in our company is required to work directly in our test store, including myself. We work directly with end customers to find the perfect shoes, jewelry, and accessory for every dress imaginable. The direct customer interaction and, most importantly, their ideas and desires drive my creations.” Says Jimme: “I must admit I was skeptical at first in being required to work in the test store. Helen, however, is absolutely correct. Not only do I see and work directly with the most current fashion designs, but I learn directly from our end customers. This translates into the jewelry I design.”

As a designer, where do you receive the most satisfaction?
Our satisfaction comes from the creative process and working with the folks who ultimately wear our creations. It is a great feeling to know you have made someone’s day, and to see thoughts and ideas take physical form.

What fashion trends do you predict will emerge in the coming year or two?
We believe dress designers will use more jewelry-grade stones rather than plastic stones to offer more glamorous effects. We also see gun metals and bronze colors being used to a greater extent in the shoe industry.

What design trends do you predict will fade from the fashion scene?
In terms of shoes and jewelry, we see the conservative styles being replaced by far more glamorous designs. We also expect the use of more colors in jewelry as the clear stone use fades.

What aspects of the fashion business bring you the greatest satisfaction?
We love working with people. We also love the ever shifting designs and focus found in the industry. It certainly is not boring!

Helen’s Heart, LLC
established 2003

11538 Harry Hines Blvd., #D4
Dallas, TX 75248
Jimme E. Huang
helensheart.com
972-247-1414