Maisonette Drives Growth with Private Label Expansion and New Neon Rebels Brand

Jennifer "Jay" Palumbo
4 min readJul 6, 2021

Where fun and fashion collide, Neon Rebels encourages children to celebrate their style and self-expression

Maisonette has children’s luxury brands and independent boutiques — all in one magical place.

Maisonette is a modern-day family brand built on inclusivity, connecting with every family. They provide a curated marketplace featuring the best children’s products from around the globe: stylish clothing, innovative toys, top gear, and home décor — plus guidance and inspiration.

About Maisonette

On the Maisonette site, they describe the company as, “Your favorite children’s luxury brands and independent boutiques — all in one magical place. Because finding tiny, tasteful clothing, accessories, and home décor shouldn’t be a game of hide-and-seek (leave that to your little human). So instead, we add style to your child’s life and simplicity to yours. Now that’s truly aww-inspiring.”

Two moms, Sylvana Ward Durrett and Luisana Mendoza Roccia founded the company in 2017 to help modern families navigate the adventure of raising the next generation.

Sylvana is a veteran of Vogue magazine and began her career as Executive Assistant to Editor in Chief Anna Wintour. While there, she quickly rose to the position of Director of Special Projects, overseeing high-profile events, entertainment, digital video, and the annual Costume Institute Benefit at the Metropolitan Museum of Art.

Luisana is Co-Founder and Executive Director of The Runway Collections, the most successful merchandising effort in presidential campaign history. Before this role, Luisana was at Vogue magazine from 2003–2008, where she began as Executive Assistant to Anna Wintour and became Accessories Editor.

Maisonette aggregates the best children’s products worldwide, creating an expertly curated shopping experience for you and a superior platform for mini-me designer brands and off-the-beaten-path boutiques alike.

According to its founders, they have become the defacto destination for modern families, accelerated by increased adoption of e-commerce and Maisonette’s ability to deliver products customers seek when they need them most. In addition, the momentum of private labels, an expanding marketplace, and new customer acquisition are fueling…



Jennifer "Jay" Palumbo

CEO of Wonder Woman Writer, Freelance Writer & Women’s Health Advocate. Has written for Parents Magazine, Time Magazine, Huffington Post, and ScaryMommy.