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Meet Dana Sullivan and Hillary Settle of Closetier

Today we’d like to introduce you to Dana Sullivan and Hillary Settle.

Thanks for sharing your story with us Dana and Hillary. So, let’s start at the beginning and we can move on from there.
(Dana) It all started about ten years ago when Hillary and I met in college at the Fashion Institute of Technology in New York City. After working on several group projects together, we realized not only were we great friends, but that we had developed a great working relationship as well.

Throughout the years, we’ve collaborated on many projects together, both personal and professional, including launching our own fashion editorial site, two+seven.

(Hillary) While our careers took us in slightly different directions (myself a marketing director and e-commerce specialist, and Dana, a copywriter and editor specializing in fashion and lifestyle brands), we always knew we wanted to start our own e-commerce site.

Finally, we decided that, with our combined expertise and years of collaboration, the time was right to launch our own business. And so in May 2018, we launched, your online destination for fully styled, one-click outfits at an affordable price.

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
(Dana) There have definitely been some struggles along the way! Our biggest hurdle has been building a brand on a budget. Closetier is 100% self-funded by Hillary and me—no seed money, no business loans, no funding. We both currently work full time and almost every extra hour outside of that is devoted to Closetier! We personally handle every aspect of the business, from buying and merchandising to graphic design, social media, marketing, events, and so much more.

(Hillary) Another challenge I’d say is our long-distance working relationship. I’m based in Atlanta, along with our business, but Dana is currently based in Arizona. It’s a challenge, but luckily we are both great communicators. Plus, we have so much experience working together that we often know what the other one is thinking or planning, and we’re usually always on the same page. We joke that it’s like magic—it makes working together very natural and effortless, even with the distance!

So let’s switch gears a bit and go into the Closetier story. Tell us more about the business.
Closetier is your online destination for complete outfits at an affordable price. With Closetier, there are no subscriptions and no styling fees—just easy-to-wear outfits at an affordable price.

Closetier was born out of a love for fashion and a passion for business. Inspired by the emergence of styling services and subscription sites, co-founders Hillary Settle, and Dana Sullivan felt a void in the marketplace. Where were the fully styled outfits for girls on a budget? Young women who adore fashion and are just getting started in their careers and who need affordable yet stylish outfit options.

Closetier is not only about looking good, but feeling good in your own skin. What we wear and how we present ourselves to the world plays a huge part in that. But putting together a complete look is a challenge for many of us—whether we are limited on time, money or are just generally unsure of how to style an outfit.

Closetier provides the ultimate solution: curated, complete one-click outfits with no commitment required!

Part 1: Customers shop our assortment of one-click outfits, starting at just $75. Outfits are typically 3-5 pieces and can include tops, bottoms, dresses, jewelry, and accessories.

Part 2: Shipping and returns are free when the customer purchases a complete outfit.

Part 3: No extra costs, ever! Unlike other styling sites & subscription services, there are no monthly subscriptions, no quizzes, no styling fees, no hidden costs—just trendy, fashionable outfits at an affordable price.

Convenience: Closetier takes the guesswork out of getting dressed with fully styled outfits that you can purchase all together with our bundling option.

Cost: Affordable outfits and bundle pricing incentivize customers to purchase complete outfits.

Curation: Outfits from Closetier are carefully curated and styled to reflect the season’s trends and our audience’s

Customization: Closetier allows you to customize your wardrobe with the Build Your Own Outfit (BYOO) feature. All items are meant to be easily mixed and matched with other Closetier items as well as the clothing in your own closet.

No Commitment: No styling fees, no subscriptions, no hidden fees. Whether you buy the whole outfit or just one piece, there are no added costs.

Confidence: Our goal is to empower women to feel confident with our easy-to-wear outfits at an affordable price.

Has luck played a meaningful role in your life and business?
(Dana) So far, I don’t think luck has had much to do with it. We work our butts off!!!

Months before we launched and every day since then, we’ve poured our dollars, our time and our creative energy into this passion project of ours. If you’re asking, “Was it luck that launched your business?” the answer is no. But are we lucky to have each other and the ability to do this? That answer is a definite yes!

(Hillary) We’re still waiting for our “lucky break,” so to speak! When we start growing as a business and seeing more success, then maybe we can say, yes, there was a little bit of luck involved in that. But to Dana’s point, we are definitely lucky that the two of us have a strong personal and professional relationship. And we are both incredibly lucky to have supportive husbands, family, and friends who are with us on this incredible journey.


  • Our one-click outfits start at just $75.
  • Currently, all sale styles are an extra 20% off when you enter code EXTRA at checkout.

Contact Info:

Image Credit:

Sarah Vitel

Getting in touch: VoyageATL is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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