Sort of kidding. From the time she was young, Ms. Guy was obsessed with writers, celebrities and writers who became celebrities. She grew up in the Lincoln Park neighborhood of Chicago, with a father who worked in real estate and a mother who was a poet. She attended college at Brown, and spent a summer in Los Angeles trying to become an actress and a model, and going to clubs with Leonardo DiCaprio. (“It was the summer before ‘Romeo and Juliet’ came out,” she said. “It was right after ‘Gilbert Grape.’”)
When Hollywood didn’t pan out, she graduated and moved to New York to pursue a career in fashion media, landing writing jobs at Nylon and the now-shuttered teen bible YM. The early 2000s were a fun time to be doing this kind of thing. At Nylon, “I was like, drowning in makeup and cigarettes and booze and cool people,” Ms. Guy said.
In 2005, she took a break from the work force to get an M.F.A. in creative writing. She ended up selling a novel to Grove Atlantic, but “it sort of turned into a disaster,” she said. She returned the advance and the book was never published. Then the recession hit, and Ms. Guy found herself boxed out of media, working instead as a copywriter for a large beauty conglomerate. After her wedding in 2011, she landed on the idea for Stone Fox Bride.
Ms. Guy secured $250,000 in investment from her brother-in-law, Peter Shapiro, the owner of Brooklyn Bowl. She rented a retail and studio space on Orchard Street and started cold-calling designers to make samples for the store. Many of them, including Ohne Titel and Ryan Roche, said yes.
When she introduced her own collection in 2013, her friends Pamela Love, a jewelry designer, and Jemima Kirke, an actress, modeled the dresses for the photographer Cass Bird. One of the photos, featuring Ms. Kirke and Ms. Love kissing, made headlines. “That’s when we started to blow up,” said Ms. Guy.
Later, Ms. Kirke’s “Girls” co-star Allison Williams wore a Stone Fox Bride dress for her character’s wedding on the show. More celebrity clients followed. When Ms. Guy started selling vintage pieces in her studio, the Olsen twins came through.