Doe Deere, the self proclaimed Unicorn Queen, has launched a new business venture, jewelry brand Poppy Angeloff. Building off her success with Lime Crime Cosmetics, Deere has embraced her love of vibrant colors to introduce Victorian inspired jewelry in a more modern light.
Deere broke into the beauty realm almost by accident. Living in New York City with husband, Mark Dumbleton, Deere had created a trendy and punky fashion line known by the name Lime Crime. Pieces sewn or reconstructed by Deere were sold on Ebay. Deere modeled all of her own creations. However, it was her colorful makeup that caught the attention of her followers. Deere realized that while she had difficulty finding the colors that set her apart, her followers would have the same issues. She set out to help others experiment with the shades that she’d chosen to represent her personal style.
Lacking industry knowledge or presence, Deere’s husband was instrumental in assisting her creation of Lime Crime Cosmetics. Although Deere feared rejection, her husband located a manufacturer willing to take on a new company with the minimum run of product. Upon ordering the minimum of 1000 pieces per color shade, Lime Crime Cosmetics sold out of product within one week. After 10 years of providing vegan and cruelty-free makeup for fellow Unicorns around the world, Deere sold the company, though she remains involved.
The idea to start her new company was sparked, in part, by Deere’s sister, who pushed her to further investigate the possibility of creating classy jewelry inspired by family heirlooms. Poppy Angeloff intends to create jewelry that will be handed down through generations, heirloom-quality pieces that can be worn everyday. Deere considers Poppy Angeloff to be a logical progression of her growth as an artist.
Poppy Angeloff furthers Deere’s belief that the customer is the heart and soul of the company. Deere has received hundreds of thousands of letters from customers worldwide, sharing stories of the impact she has had on their lives. Deere gives her followers hope that they can be unapologetically unique. They can be true to themselves. Deere’s belief that color creates joy and confidence for women, lifts people up and communicates emotion is backed by her core beliefs. Deere strives to be passionate. She aims to see the industry through her customers’ eyes. And above all, she never backs down from risk.