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Children’s fashion website scores with used couture

Bridgit Brown
Children’s fashion website scores with used couture
Cece Hendriks

The quickest and most convenient way to start a business these days seems to be to do it online. This notion proved successful for Los Angeles-based fashionista and socialite CeCe Hendriks, founder of SPOILED! Fashionz, a high-end children’s clothing boutique, available only online.

“I came up with the concept because I would go into my son’s closet and he would have things that still had tags on them or he just simply grew out of them, so me and a couple of women came up with the idea. My son actually came up with the name because he asked me if he was spoiled and I said, ‘Yes.’’’

SPOILED! Fashionz sells new and used high-end children’s clothing, some of which has been handed down by famed consignors, such as R&B singer Faith Evans, actress Tichina Arnold of “Everybody Hates Chris” and “Martin,” and Garcell Beauvais of “The Jamie Fox Show.”

“I consider myself to be the Robin Hood of children’s clothing,” Hendriks joked. And though some might disagree, she also thinks that children should have a sense of pride in their fashion identity.

The brand is simply high-end consignment clothing for children at prices less than $200. At the online children’s fashion hub, little fashionista sprouts are decked out in exclusive European brands, such as Burberry, Gucci, G-Star, Louis Vuitton and Scotch & Soda.

As a mother and wife turned entrepreneur, Hendriks told the Banner that SPOILED! Fashionz combines her interest in parenting and fashion. With her work mostly taking place over the Internet through high volume interactions with customers and consignors from all walks of life, she manages to balance her time between the day-to-day routines of running the business and being a mother and a wife.

Hendriks was featured in Ebony Magazine, an opportunity that she is most proud of. “I remember loving [the magazine] as a kid,” she said, “and now I was bringing my 99-year-old grandmother a copy of an issue that had me in it.”

She was also recognized by JET Magazine, the Los Angeles Times, Time Magazine, and was a guest on the Kris Jenner’s show, where she shared the stage with Sean “Diddy” Combs.

SPOILED! Fashionz donates a generous percentage its net sales and all unsold inventory to the Los Angeles-based Jenesse Center, a transitional program for female victims of domestic violence that has Halle Barry as its spokeswoman.

Find out more information about SPOILED! Fashionz visit

Joelle Jean-Fontaine contributed to this report.

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