Designer Spotlight- Minnie Rose

Lisa Shaller-Goldberg, a leader in the fashion industry, is the founder and creative director of Minnie Rose, a renowned fashion brand recognized around the world and coveted by A-list clientele.

Known as just “Shaller” for many years as the woman behind the women of Juicy Couture, Lisa was responsible for propelling Juicy into the pop culture stratosphere making Juicy a global phenomenon.

With the encouragement of her mother, Lisa opened her own sales agency at 28. Simply Chic represented key lifestyle and celebrity brands, and built brands such as UGG outerwear, Hard Candy, True Religion and LA-based Juicy Couture. Celebrity brands included Shoshana Lonstein, Sofia Coppola, Mandy Moore, Justine Bateman and Gale Elliot to name a few.

When Lisa brought the Juicy Couture line from the west coast to the east coast to her Simply Chic showroom, it was simply a T shirt line trying to compete with Michael Stars.   It was Lisa’s drive and quick wit that got the Juicy t-shirts into stores that were brand resistant to bringing in a new line of T-shirts. After getting the t-shirts into the stores, Lisa designed the world famous track suit that she convinced the Juicy girls to offer –first in terry cloth and later in velour. It is the tracksuit that became iconic and made famous by globe-trotting celebrities making Juicy Couture a worldwide success.

When Juicy Couture was sold to Liz Claiborne, Lisa’s position was eliminated. Lisa decided to start her own label on the advice of her husband, Scott Goldberg. Armed with years of brand building experience and a proven track record for spotting the next big trend, Lisa launched a luxury lifestyle brand Minnie Rose, named after her two grandmothers, and centered it around cashmere in a spectrum of colors, changing the cashmere industry. The once winter only staple is now a year round must have! Designed to empower women of all ages and sizes, Minnie Rose fans include Oprah Winfrey, supermodel Alessandra Ambrosio, Molly Sims, English royal Kate Middleton, Charlize Theron, Reese Witherspoon, Shailene Woodley, Selma Blair, Giuliana Rancic, Eva Longoria, and the list goes on and on.

Lisa believes in giving back and has linked Minnie Rose to the National Breast Cancer Foundation, Samadi Robotics Foundation, Keep A Child Alive, CityArts, Cookie for Kid’s Cancer, Food Bank NYC,, and

Lisa’s career in the fashion industry started as a child spending time in the art department of her father’s textile converting company, Tandem Textiles, where one of her youthful musings became the basis of a print used for popular children’s clothing retailer, The Children’s Place.

In high school, Lisa became a buyer for a boutique in Livingston, NJ getting an early start in her career in the fashion industry. She then attended and graduated from the prestigious FIT in NY with a BA in buying and merchandising and a BS in textile technology.

The Upper East Side married mother of two, believes that fashion is having a passion for style and continues to expand the Minnie Rose collection so that women can wear the line feeling confident and beautiful.

Lisa’s goals for Minnie Rose are expansive.  She envisions freestanding stores in major cities around the world inspired by the jet set lifestyle of her customer across the globe. The stores would showcase the lifestyle brand to its fullest with core cashmere sweaters in 15 colors on display alongside novelty sweaters, dyed-to-match twill pants, ponte pieces, outerwear, sunglasses, hats, gloves, scarves, shawls, swimsuits, and beach totes.  Through licensing opportunities Minnie Rose will add bags, shoes, and a home collection to the brand.