Michelle Wendell - L.A. Style - Los Angeles magazine
 
 

Michelle Wendell

With her Chic Little Devil site, fashion entrepreneur Michelle Wendell opens her closets to the public

Photograph by Daniel Hennessey

Pump it up: When Ohio-born Michelle Wendell wasn’t traveling the world teaching cardiac specialists how to use cerebral blood monitors, she was glued to Style.com. “I never fit in at the hospital,” says Wendell, who launched the e-commerce Web site Chic Little Devil from her Santa Monica home in 2002. Shopaholic: Though sales of $50 Joie tanks and $200 Current/Elliott dresses were brisk, Wendell had accumu-lated so much inventory by 2007–about 20,000 pieces—that she began renting out items to film and TV wardrobe stylists. Her closets now stock upscale designer frocks, too: “It was an excuse to hoard.” A move to a 10,000-square-foot downtown loft in 2008 allowed Wendell to hold events, including the first L.A. fashion show for Project Runway alumnus Jerell Scott and a networking party for 1,200 people. Offering such services led CLD to become a one-of-a-kind fashion destination. Add-ons: Members of her staff of 12 are hired out for styling jobs, and Wendell handles PR for a few jewelry companies. “I wish I could say I had this vision to start a fashion empire,” she says, “but it just logically progressed.”

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