It’s funny. When I started ChicpeaJC, the intent was to predominantly write about fashion and stylish people in Jersey City… and it’s almost become a rare thing I write about. Since I do love fashion so much, I decided to get back into the swing of things for the year 2017. A few months ago, local girl boss/model Raphaella reached out to let me know she was starting an e-commerce business. After checking out the clothes, I needed an excuse to play dress up and had the idea of shooting a fun lookbook! Raphaella and her partner Kim came by our old headquarters with 10 amazing outfits (which all fit perfectly, by the way), The Hair Room JC got me dolled up, and makeup artist Jennifer Doc did my makeup. Photographer and long time friend Greg Pallante took the most amazing photos.

Read more about Via Nero.

What are your names?

Raphaella and Kimberly.

And what do you guys do?

We co-own Via Nero.

What is Via Nero?

Kimberly: Via Nero is everything online that is shoppable. We are an e-com that started out as a retailer for women’s clothing. We are setting the trend to have anything on the blog and on the shop be clickable and shoppable directly to you.

How did it start?

Raphaella: I owned retail for about 5 years throughout Essex County. I put everything out through e-com, as well, and then I met Kim, so it was colliding her incredible business sense and background with the e-com space, so we kind of closed it, reopened it, rebranded it, and this is where we are now.

And you’re also a model, right?

Raphaella: Yes. I’ve been a fashion model since I was 10. I was mostly homeschooled, and that’s the life I know. I did have some normal high school experiences and some not. I didn’t go to prom, graduations, or college. I think that really had an influence on Via Nero as well as the things we buy or how we brand it, and then with Kim’s background in business, it inspired me to bring wearable or street style high-fashion, like that I would see in Paris or Milan, that you could shop. It’s still stuff you could wear at any age, but still look appropriate, unlike shopping at Forever 21 or Anthropologie. It’s useful and fun.

Right. When we did the shoot a few weeks ago, you came with all the clothes. I didn’t try anything on beforehand, but everything fit perfectly.

Raphaella: It’s what we do!

How would you say that would appeal to all women in Jersey City?
Raphaella: When Kim and I buy items, we say, “What do we do? Where do we go?” Everything about Via Nero are things we love, whether it’s fashion, fitness, food, date nights, holidays, what not. We think about where we would go and create outfits from there based on who we are. You still want to be relevant and true to who you are and it’s our lives put into every aspect of what we do.

It’s also very affordable.

Kimberly: We try to keep the margins to what we think people can afford in their everyday lives. It’s not way off the marker and it’s not super cheap. When you see the textiles and the fabrics, and when you go to pick things, we try to keep it within a market where everyone across the board can afford.

Do you think, in the future, you’ll have your own line of clothing?

Raphaella: We’re working on that.

Kimberly: Spring/Summer 2017.

Raphaella: We do have a few pieces – a long-sleeve black and white dress. We’re working on a swim line. That’s something that’s definitely going to happen and mot excited about because we can keep the quality high and the prices down because we’re fully controlling it. Owning my retail stores were on the high end, and girls would come in and buy that one piece, but I want them to have a closet full of our stuff. It’s good quality, not going to fall apart, you’ll love it, and you’re not breaking the bank. Everybody loves that. You want to be able to know you spend money on a closet full of clothes, and everything is interchangeable. You can wear any skirt with any top, and it’s all laid out so you can wear everything with multiple items.

I love that. Do you guys have any plans to carry your stuff in stores in Jersey City, or will you stay online?

Kimberly: I find that e-com gives you flexibility of everything she just said, like keeping costs low and keeping everything available at any time of day for customers. There’s something we have in store for readers, too. We found a space and we’re going to be launching our showroom in mid-January.

Does that mean people will be able to come by directly form you guys?

Raphaella: They can, but by appointment only. It’s structured so we are showing our space and also have people feel that they are a part of that, as well. They can come if they want to try things on, there’s personal shopping, and wardrobe styling. I do feel, down the line, our brand could definitely be scaled out and bought throughout other place. The one thing that is majorly important to me is that I don’t like going somewhere and someone has the same thing on as me. We don’t carry tons of inventory because it’s supposed to be an exclusive experience.

Kimberly: 9 times out of 10 with Via Nero, you’re not going to see that.

Raphaella: And if it does happen, it becomes a whole “Who Wore It Better?” situation.

Kimberly: I also think that, by invite-only in the showroom, there’s also an exclusivity where you’re not going to have a million people around you as you shop. We get your sizes, what you like to wear, and we make it into an experience of a day about you. We pull certain things and certain styles, but when it’s sold, it’s sold and that’s the end of it.

Amazing. Do you both live in Jersey City?

Raphaella: I’ve been in Jersey City for about 4 years now. I never thought I’d live in Jersey City. When my boyfriend told me we were moving to Jersey City, I didn’t want to move, but now that I’m here, I don’t see myself living anywhere else. I absolutely love it. I’ve moved around Jersey City and each time, I always think I should stay in the city. There’s a sense of community, and it’s what I love most about Jersey City. The diversity in Jersey City is incredible. I love to call it home.

Kimberly: I live in Hoboken. However, I come here for all of my resources. I’ve lived in Hudson County for almost 10+ years now. This is definitely home.

Do you have a favorite Jersey City hangout spot?

Kimberly: Third & Vine.

Raphaella: I have certain key places. For tacos, I go to Orale no matter what. I’ve been a customer since they opened, and I eat the fish tacos. I don’t deviate. For veggie burgers, I go to Hamilton Inn. I can’t pinpoint a favorite spot.

Kimberly: Can we say Milk Sugar Love?

Raphaella: Oh, Milk Sugar Love! The chocolate coconut vegan ice cream is so good! Rufus, my dog, loves it every time we go there. I love them.

I love it, Emma is the sweetest.

Raphaella: She’s so sweet! And she loves Rufus, it’s great.

Anything else you want people to know about you guys or Via Nero?

Raphaella: Stay tuned for what’s coming!

Kimberly: Find us at shopvianero.com.

Raphaella: We promise we won’t let you down and we’ll keep it fresh. We definitely like to listen to what our customers want, so check in with us.

What are your size ranges?

Raphaella: Extra small to large.

Any plans for catering to plus sizes?

Raphaella: We have thought about doing a Jersey City casting because we want to do something based on a positive woman’s image. No model in the world looks the way they do and everyone’s getting tweaked. We want to do something with positive body image and cast girls from all over Hudson County to show how you could dress for your body type with the clothes we have. Plus sizes are not something I’m very familiar with as far as body types, but it’s definitely something we would consider.

I do think there’s a need for it.

Raphaella: Exactly! Everyone wants to look great. Maybe when we have our own collection, we’ll have more control over designs and can offer plus sizes. We’re also cruelty-free, so nothing we make or sell will ever hurt animals.

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You can follow Via Nero on Instagram and Facebook, and check out their site.