Shop on Wheels: Joey Wolffer’s Styleliner
by julie earle-levine
photography by eric striffler
After a hectic Hamptons summer followed by a honeymoon in Greece and Paris, Joey Wolffer is ready to hit the road again for the holidays—this time in her Styleliner truck, “the world’s first luxury treasure chest on wheels.” Inside the chic former potato chip truck, Wolffer (the daughter of the late Christian Wölffer, founder of Sagaponack’s vineyard of the same name) has cultivated an inspired selection of apparel and accessories from a fabulously unexpected array of labels. “Individual style is so important,” says Wolffer. “It’s not just how you look and feel.”
Wolffer’s honeymoon with her new husband, marketing analytics consultant Max Rohn, was the trip of a lifetime, she says. It was about romance, discovering great new jewelry, and being inspired by the stunning landscapes and colors of the Mediterranean. Fans of her global bazaar will be thrilled to discover some French finds from her Paris trip, including the new label Christophe Sauvat, by the founders of Antik Batik; and great handbags by Mysuelly, made in brilliant hues in Morocco. Wolffer will also have dazzling rhinestonestudded rope jewelry from French label Shourouk that is perfectly in tune with this season’s colorful trend. “It’s nice to see color again after so much monotone,” says Wolffer. “It’s anti-sentiment of the world right now.”
The biggest trend she is embracing for winter is the ’60s mod look, with color blocking and palazzo pants in wools and tweeds. “They are so glamorous,” she says. “I saw a ton in Paris; it’s so fresh and new, and so feminine.” Python is also huge: “It’s in jewelry and in belts,” says Wolffer, who found a lustrous red python belt with burgundy stitching at the flea markets in Paris.
Currently, Wolffer, a jewelry designer in her own right, is working on a small collection of necklaces and jewelry inspired by the couple’s journey through Greece—touring Athens and then hopping to Santorini, Naxos, and Milos—that will deliver natural elements with shine. “I love a little sparkle!” she says. Meanwhile her handbag line, in collaboration with Laetitia Stanfield of Roarke NYC, meshes Moroccan rugs with hand-beaded panels from India, but it is made locally, in Brooklyn. “It’s all about mixing materials and mixing worlds,” says Wolffer.
For the holidays, the newlyweds will be back in the Hamptons, spending Christmas in their pajamas at her family’s vineyard, Wölffer Estate in Sagaponack. “We have to wear PJs all day; if we don’t, we are banned from the lunch table,” says Wolffer, who prefers a cashmere pair. “They certainly aren’t trendy, but they are very comfortable and chic in their own way.”
After the New Year, Wolffer is considering taking her Styleliner to Florida then California. “I’ve never been to California with the truck,” she says. “It’s a market that could really work for me—there are some vintage trucks there, but nothing along the lines of what I’m doing, and food trucks have proven to be a great success in LA.” Wolffer teases that she may even buy a second vehicle. But what’s most certainly on the schedule: a pop-up store next summer in the Hamptons, ideally in Bridgehampton. Says Wolffer, “I’m going to keep trucking at it!”
shot on location at wölffer estate vineyard