By World Licence 
In a world where fashion evolves at a breakneck pace, where trends come and go rapidly, and overproduction has become a major issue, Janet Mandell has established a different vision. As the founder of the brand that bears her name, she has created a universe where luxury meets sustainability, offering fashion enthusiasts the opportunity to wear exceptional pieces without succumbing to the frenzy of compulsive buying.
Janet Mandell’s story is, above all, one of passion passed down from childhood. The daughter of an entrepreneur, she grew up with the desire to build her own empire. After an initial venture in the pet accessories business, she decided to refocus on her true love: fashion. The idea of high-end clothing rentals didn’t come by chance. She first noticed her friends frequently borrowing items from her wardrobe, exchanging dresses and accessories for fine bottles of wine and champagne. It was her ex-husband who suggested turning these informal exchanges into a real business. In 2018, she opened her first showroom in Chicago, soon followed by locations in Los Angeles and New York.
Far from being just a rental service, Janet Mandell is an experience. The goal is clear: to allow women to feel beautiful and confident by wearing designer pieces without having to buy them. This approach perfectly aligns with a more responsible way of consuming fashion, reducing the industry’s environmental footprint. Rental has emerged as a viable alternative to the traditional model, meeting both the expectations of fashion lovers and today’s ecological challenges.
Launching such a concept was not without obstacles. The biggest challenge was gaining visibility in an oversaturated market. To stand out, Janet Mandell strategically collaborated with celebrity stylists. This winning strategy allowed her to reach a wider audience and associate her brand with icons of glamour. Working with high-profile clients like the Kardashians was a major turning point in building her brand’s image.
Beyond prestige and commercial success, sustainability remains at the core of her mission. Janet Mandell firmly believes that fashion must evolve towards more conscious consumption. In her view, the continuous multiplication of collections, pre-collections, and capsule lines contributes to excessive production and massive waste. Reducing the volume of clothing produced and promoting rentals not only offers a solution to this issue but also creates more targeted and higher-quality demand.
This mission is what drives her every day. Moving from showroom to showroom, she enjoys engaging with her clients, learning about the events they are attending, and helping them find the perfect outfit. Beyond the clothes, Janet Mandell has built a community—a true relationship of proximity where clients don’t just rent a dress, but experience something unique.
Always seeking innovation, she is now exploring new technologies, particularly artificial intelligence. Her ambition? To enhance the digital experience by introducing virtual try-ons, allowing clients to visualize outfits before visiting a showroom. This advancement could propel her business toward international expansion, making luxury rentals even more accessible to a broader audience.
After six years in business, Janet Mandell continues to shape her story with unwavering determination. She measures her success not only by the longevity of her company but, more importantly, through the satisfaction of her clients. For her, everything revolves around human connections. If a client is happy, she will share her experience and contribute to the brand’s growth.
Challenges remain, but Janet Mandell has repeatedly demonstrated her ability to adapt. From the Covid-19 pandemic to the Hollywood writers’ strike, she has shown resilience and creativity in overcoming obstacles. Her ability to evolve while staying true to her values is one of the keys to her success.
For aspiring entrepreneurs looking to break into the fashion industry, her advice is simple: be yourself, work hard, and build relationships. Because beyond business strategies and marketing, human connections make all the difference. Janet Mandell is living proof. At the crossroads of luxury and sustainability, she represents a new way of thinking about fashion—more elegant, more responsible, and undeniably future-oriented.
Discovery Janet Lee Mandell
1. Can you share your background and the key experiences that inspired you to start your high-end rental business for dresses?
My Dad was an entrepreneur. He owned and started businesses from as long as I can remember. So growing up watching him, I guess you could say that it is in my blood. Before I started Janet Mandell, I had a pet carrier business. Once I sold to my partners, I was able to really think about what I wanted to do. I’ve been a lover of fashion my whole life. I started my fashion blog, By:Fashionaholic as a way to express myself through fashion. I’ve always believed that what you put on is an embodiment of what you want to put out in the world- when you look good, you feel good. My friends were constantly borrowing from my closet. And my payment in those days was a nice bottle of wine or champagne. It was actually my ex husband's idea to make it a business to turn those bottles of wine into dollars. And in 2018 we opened our Chicago showroom, with Los Angeles and New York to follow.
2. What motivated you to enter the rental market, and what unique challenges did you face during the early stages of establishing your business?
I was truly motivated by helping women look and feel their best, and not just my friends! Chicago isn’t necessarily known for its fashion, but I wanted to make my mark in a small way by providing a place that anyone could come and borrow/rent high end clothing, bags, shoes. There were so many challenges that we faced, and still face. We knew this was a great idea and the hardest obstacle is getting the word out, gaining new clients. There is so much noise in the fashion space and we needed to find a way to break through. I would say one of the biggest assets to doing just that was building relationships with celebrity stylists and letting them advertise for us.
3. How do you see your business fitting into the broader fashion market, particularly in relation to sustainability?
We truly believe that the rental industry will soon become mainstream. Sustainability has always been at the forefront of our company mission. And we believe that you can look amazing while helping reduce fashion’s carbon footprint. As a woman, I understand the desire to wear something different, something fresh! But that doesn’t have to mean “new” at least not in the way we once thought.
4. In your opinion, what aspects of the fashion industry need to evolve to promote more sustainable practices?
There is just so much out there! So many shows, Pre-Fall, Resort I don't know how the designers do it! I would say maybe reducing the quantities of what is produced. That way there is less waste and more demand.
5. As an entrepreneur, what inspires you most in your daily operations and interactions with clients?
I am truly inspired by uplifting women! As I bounce from showroom to showroom, I enjoy hearing what events people are wearing their rentals to, learning about them and becoming friends with them. It is a very intimate service that we provide and I am inspired by the clothes yes, but also the women that wear them.
6. What trends or developments in fashion excite you the most right now, and how do you plan to incorporate them into your business?
I’m very excited to see how we can use AI to streamline our processes and use it for our website. We have some fun exciting things we are working on to make our online experience much more fun and personal.
7. How do you measure success for your brand, and what milestones do you consider significant in your journey?
Well we are starting our 6th year in business, which is a huge accomplishment!!! Success is measured by the satisfaction of our clients. Client service is at the core of our business. If clients are happy they will share their experience with their friends. I’ve said this from the very beginning, it's always been about building relationships. One of the major milestones was working with the Kardashian’s stylist. Working with such high-profile clients helps get our name out there and then it’s just continuing to build relationships from there.
8. Can you share a pivotal experience that shaped your vision for your business and how you approach challenges?
We survived the Covid19 pandemic, and the LA writers strike. Both impacted our business tremendously, but we were able adapt and pivot when needed and I’m very proud of that. I think how we’ve approached these challenges is staying true to our core values and business model, while being able to change course if needed. During these times we were able to think outside of the box and adjust to our clients needs.
9. Looking ahead, what are your ambitions for the future, particularly in terms of expanding your business internationally?
We would love to become a household name. Solidifying our business into the mainstream. We are currently focused on utilizing AI and building a great website where people can virtually try-on.. We believe this is the next frontier which will also help our international presence.
10. What advice would you offer to aspiring entrepreneurs in the fashion industry who wish to carve their own path?
This article highlights the journey and vision of Janet Mandell, founder of a luxury clothing rental service that combines elegance and sustainability. Inspired by her entrepreneurial heritage and passion for fashion, she transformed a simple idea—lending her clothes to friends—into a thriving business with showrooms in Chicago, Los Angeles, and New York.
Facing the challenges of a saturated market, Janet Mandell set herself apart through strategic collaborations with celebrity stylists, strengthening her brand’s reputation. Her commitment to a more responsible fashion industry is based on reducing overproduction and promoting more conscious consumption through rental.
The article also explores the innovations Janet Mandell aims to integrate, particularly artificial intelligence, to enhance the customer experience and facilitate international expansion. Through her human-centered approach and resilience in the face of challenges, she represents a new way of thinking about fashion, where luxury and sustainability are no longer incompatible but complementary.
