JewelryPayless.com Blog

If you thought Kimora Lee Simmons was done with fashion after leaving Baby Phat, think again! In fact, she will be running things once again, as president and creative director of JustFab.com, a division of Intelligent Beauty, based in Manhattan Beach, California.

“I can’t even remember my official first day in the office, but I feel like this has been months in the making. We [she and Intelligent Beauty co-founders Adam Goldenberg and Don Ressler] have been talking about this for a very long time,” said Kimora.

She is also an investor in the Internet company, which is a member-only company that allows customers to buy in-house brands of sunglasses, clothes, purses and shoes. Everything is $39.95 and there’s free shipping. The pieces designed by JustFab.com are done by celebrity stylist Jessica Paster. The site currently has 2.5 million American members and is gaining between 300K and 400K members monthly. Majority of its revenue relies on the creativity of Kimora and its Twitter following.

“My fans know that I’m real and that they can reach me anytime. I want the JustFab community to know that too. That’s really me giving fashion tips, talking to them in the ads, answering their questions, wearing the product. But that’s what I love about this new world of social commerce. It’s constantly changing and you have to keep up.”