Small Business: Why this fashion truck owner uses pink to brand her business

Carline Sitterud’s dream to start a clothing line seemed like an impossible endeavor until a friend suggested she open a mobile store. Although she wouldn’t be designing clothes, Sitterud liked the idea. In 2014, she opened Curvaceous Closet, one of the first fashion trucks in the region.

In just 30 days, Sitterud, 43, purchased and renovated a 1989 Chevy Grumman (also known as a step van) and stocked it with designer labels like Cherish, Symphony and Flying Tomato.

“When I started three years ago, there were only one or two trucks in all of North Carolina,” she said. “Since I’ve started, there are about 20 trucks locally, just selling all sorts of different items.”

The Curvaceous Closet truck’s inventory includes flowing dresses, maxi dresses, leggings and seasonal items like sweaters, cardigans and ponchos. Accessories like hats and sunglasses are also available. Sitterud carries small, medium, large and plus-size clothing. Average prices range from $30-$35, but no item is more than $60.

Curvaceous Closet is available most weekends and some evenings for private parties, family reunions, school fundraisers, events and festivals. Sitterud works all over the Charlotte area and will travel as far as Raleigh and Charleston. Ten to 12 people can shop in the truck at one time.

Sitterud also offers a mentoring program for people who want to operate a business from a truck. For a fee, she will advise business owners about insurance needs, business license, generators and types of trucks.

“People don’t know where to start,” said Sitterud.

This weekend, Sitterud will be at Charlotte Pride Festival & Parade in uptown, Aug. 26 and 27, with her truck.

Sitterud answered CharlotteFive’s questions for the Small Business Series:

How did you get your business ready in 30 days?

“Believe it or not, I got my inventory first from California. I had my hangers before I had my truck. I ended up finding my truck in Raleigh.”

How did you use your start-up money?

“I had a credit card and a line of credit and this business cost me $45,000 to start within the first six months. It took two years to pay it all back.

“(The money was used for) inventory, truck, the wrap, the generator, the business insurance, the business cards, the bags, the stickers for the bags, to do the whole inside of the truck, to get a new engine for the truck. It all adds up.”

What can customers expect when they make a purchase from Curvaceous Closet?

“The back of my truck is a big roll-up door. I have racks of clothes with mirrors and lights. I have a dressing room, air conditioning and music.

“It’s literally like walking into someone’s closet.”

How important is branding to a business?

“If you brand your business right, people will always be talking about it. My truck is pink, my front seat is pink, I carry a big Michael Kors hot pink purse and my nails are always pink.

“People will comment on my pink nails and I will tell them it’s branding for my fashion truck. And then I hand out my business cards.”

What reaction do you get when people seeing you drive down the highway in your bog pink truck?

“I don’t know what it is, but when I’m in my truck, people stare. When people honk and wave at me when I’m in the truck, I honk and wave back. I don’t know them, but that’s okay.”

Follow Curvaceous Closet on Instagram and Facebook for upcoming event details.

Photos: Curvaceous Closet, EA Decker Photography

Family history and my own fascination with people and their motivations prompted me to begin this series about Charlotte’s small business owners. Industry, situation and questions will vary. Have a suggestion for a small business owner or entrepreneur to interview? Email it to vanessainfanzon@gmail.com with the subject line “Small Business Series.”

This story was originally published August 20, 2017 at 9:33 PM with the headline "Small Business: Why this fashion truck owner uses pink to brand her business."