“We were having a girl’s night out and we had our money kept in our bras,” said Wheelock. “We realized that if we could have a part of our wardrobe substitute for a purse, what a great thing it would be. We began to talk and brainstorm and came up with the idea of the scarf.”
That idea became the Hide-A-Way Scarf – a fashionable hands-free wardrobe accessory that enables a woman to carry her money, identification and other small accessories without the burden of a purse.
While the idea of the Hide-A-Way scarf may have started that night, it would take months of planning and design for the product to become an actuality.
It has been a long process for the trio – none who have had experience in marketing or fashion, but all who know quality products.
Their first scarves, produced in New York City, were expensive to make, thus expensive for the public to purchase. The ladies began to look for ways to make the product more affordable while also keeping the high quality they expected.
Teaming up with a factory in Brooklyn and a designer and fabric retailer in California, Frivolous Fashions developed a scarf that is fashionable, functional and affordable.
“Shannon Fabrics worked really hard with us to come up with a material that wasn’t too thin, but at the same time, not bulky,” said Wheelock, noting that also designing the scarf was a challenge to keep it from appearing too bulky or unyielding.
Made from a high quality faux fur material coming in seven different colors, the scarves feature two hidden zippered pockets. One is just below the collar bone and the other is lower placed on the opposite side.
“The top one you can keep your money, identification and credit cards in,” explained Wheelock. “The other you keep things like your cellphone, car keys, lipstick.”
The soft faux fur appears to be much like regular scarves, and can be worn in a variety of ways. Each comes with soft elastic ties to hold it together in one spot, or they can be accessorized with funky clasps and added bling.
“When you are out shopping, it is fabulous,” said Wheelock, adding that on a recent trip to Europe she never once carried a purse. “It can be taken off and go right through the screener just like it is.”
She also pointed out how the zippers are hidden from view, even when the scarf is off.
“They are so soft and bendable that no one can tell you have anything in it,” said Wheelock.
The trio is also working on a summer version, but Wheelock noted that the search for a light material that would also hide the pockets was a challenge.
“Something like that would be great for summer,” said Wheelock.
The company is looking into possibly marketing to colleges with colors of the schools worked into the fabrics.
“It would be great because they could wear their school colors,” said Wheelock, who added that this new adventure was proving exciting.
While their website has recently been launched, Wheelock said they are finding success with local boutiques, and more notably, word of mouth.
“People will ask where they can get the scarf they have heard so much about,” said Wheelock, adding that it feels good when someone tells them how much they love the idea and the scarves. “Two of the boutiques sold out and needed more.”
The scarf almost made it into the top 10 of a nationwide contest promoted by Martha Stewart where the company could have won $10,000.
“We made it into the top 20, which was nice,” said Wheelock. “We’ll try again next year.”
Available at local boutiques and online, Wheelock said they hoped to eventually get the scarf into the national spotlight and offered at high end outlets such as Sak’s Fifth Avenue, Lord & Taylor and Macy’s.
“We are so excited about these scarves,” said Wheelock, noting that she likes to think of this new adventure as a new beginning. “It is like a whole new life.”
For more information on the Hide-A-Way Scarf, visit the website at www.HideAWayScarf.com or visit one of the stores offering it for sale: Frivolous, Spoken, The Sanctuary, and Starla in Lake George or call (518) 225-0672
