Conversations with Rachel Temko-Gringer

Today we’d like to introduce you to Rachel Temko-Gringer.

Hi Rachel, we’d love for you to start by introducing yourself.
Whimsy + Row began in 2014 with a single rack of vintage clothing at the Melrose Trading Post flea market. After years working in fashion at companies like Aritzia, Stitch Fix, and multiple Los Angeles based brands, I felt there had to be a better way to create clothing, one that put people and the planet first.

I started by selling vintage and curating pieces from other like-minded brands, and in 2016 launched my first women’s original collection made entirely from deadstock fabrics and ethically produced in Downtown Los Angeles. That first collection sold out and gave me the confidence to keep building.

In 2017, we opened our first retail location in Mar Vista in West Los Angeles, deepening our connection with the local community. As the brand grew, I remained committed to our original ethos, creating an approachable, eco-conscious brand focused on natural fibers, ethical manufacturing, and thoughtful design. Eleven years later, those values remain at the core of everything we do.

Whimsy + Row has been featured in Vogue, Nylon, The Good Trade, LA Times, KTLA, Who What Wear, The Zoe Report, Marie Claire, and Brides. Today, we are primarily a direct-to-consumer brand, selling online and through our retail storefront in Highland Park, while also being carried by over 60 retailers worldwide and available online through Nordstrom and Urban Outfitters.

We’ve come a long way from those early flea market days, but we continue to stay true to our roots by creating timeless, easy-to-wear pieces designed to be loved for years.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It has definitely not been a smooth road. Is any business ever? Being a founder means constantly facing challenges and learning how to pivot when things don’t go as planned. It’s hard, and resilience is essential.

One of the biggest challenges I’ve faced, and one I’m still learning from today, is managing inventory. Early on, I was surrounded by the idea that more is more and that you have to spend money to make money. While that can be true, I’ve learned it’s really about spending the right amount of money in a thoughtful way.

After one particularly strong year, I over-ordered inventory assuming the next year would be even bigger. Instead, we ended up with far too much product, which nearly put the business at risk. That experience completely shifted how I approach growth. Starting small, testing demand, and allowing yourself to sell out is often healthier than overproducing, even when larger orders come with tempting price breaks.

The biggest lesson has been that sustainable growth isn’t about doing more, faster. It’s about making intentional decisions that protect the long-term health of your business.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
Whimsy + Row creates women’s clothing designed to be effortless, timeless, and easy to wear, ranging from everyday linen essentials to elevated evening pieces. We specialize in small-batch collections made from natural fibers and deadstock fabrics, all produced under ethical conditions in Los Angeles.

What I’m most proud of is the community we’ve built over the years and our dreamy retail and workspace. Whimsy + Row has always been more than just clothing. It’s a brand rooted in connection, transparency, and shared values, and our customers have played a huge role in shaping what we create.

We’re especially known for pieces like the Valentina Wrap Top, a community favorite that consistently sells out, and for designing versatile staples that move seamlessly through real life. What truly sets us apart is our thoughtful approach to growth and design. We don’t chase trends or mass production. Every collection is created intentionally, in limited quantities, with longevity and wearability in mind.

My experience working across multiple areas of the fashion industry has deeply influenced how I run the brand. It’s allowed me to balance creativity with practicality, and to build a business that prioritizes people, values, and long-term impact alongside beautiful design.

We all have a different way of looking at and defining success. How do you define success?
Success, to me, is creating something meaningful that brings people joy and genuinely fills a need, while also supporting the livelihoods of the people who help make it possible. It’s about building a business that feels good to be part of, for customers, for our team, and for our community.

Pricing:

• $50 – $300+

Contact Info:

• Website: https://whimsyandrow.com
• Instagram: https://www.instagram.com/whimsyandrow
• Facebook: https://www.facebook.com/whimsyandrow
• Yelp: https://www.yelp.com/biz/whimsy-row-los-angeles
• Other: https://www.tiktok.com/@whimsyandrow?lang=en

Image Credits
Simi Malik – https://www.instagram.com/simranmalik/?hl=en