Joey Wolfer is going above and beyond in the best way possible. As co-owner of Wolfer Estate Vineyards, co-owner of Wolfer Stables, co-owner of Wolfer Kitchen, and founder of her eponymous boutique in Sag Harbor, NY, she has her hands full, to say the least.

After years of helping out in the family wine business, she gradually took it over and around the same time, in 2010, opened her own fashion boutique in a truck called Styleliner. The popular mobile shopping spot (now used for trunk shows) eventually evolved into a physical store and online store, as well as several pop-ups across the country. Working as the store's trend director and buyer, she has honed her sense of eclectic, limited edition pieces that make shoppers feel unique and confident. She has also launched her own clothing collection called "Joey Wölffer Reworked," incorporating fabrics from her inventory into new one-of-a-kind designs. None of it could be more Joey-like.

Ten years after opening the boutique, a pandemic broke out. She takes time to be with her husband and two children (ages 3 and 5) and to virtually monitor the company she now helms from sunny Florida until seasonal business picks up again. After a successful pop-up in Palm Beach in February, Welfer is a comfortable, yet optimistic about women's desire for an exciting wardrobe. For the past year, people have been saying, "Where am I going?" and "I'm not going to buy this." That is most positive for retail in general. Many stores have not been able to survive, and the situation continues to be difficult.

Below, Welfer shares her style philosophy: her love of equestrian wear, her passion for clashing prints, and why she loves a great sundress. It expresses her mantra of celebrating individuality: whenever someone comes into my store, I always say, "Dress for yourself." That's my goal. I want them to walk out of my store looking different from everyone else."

I walk the dog with the kids. Then I eat breakfast, send the kids to school (one to a pod-learning program, the other to a tutoring program), and go horseback riding. Next I head to the "office" (in my barn) for a meeting. Eventually it's back to riding or the kids.

We are from Long Island and our business is seasonal, so winters on Long Island are quiet. With the pandemic, we thought we might as well move to Florida and get out of the sun. I basically only wear sundresses. I tend to wear dresses, skirts, and t-shirts. I'm in my 30's and have two small children, so I can't coordinate every day. It has to be easy.

My secondary hobby/passion/obsession/unhealthy obsession is obstacle jumping (in equestrian sports). I'm very active. I have meetings that coincide with my riding schedule and vice versa. I wear a lot of equestrian clothing, and my favorite is from a French brand called Dada Sport. It is both athleisure and fashion. I have been riding since I was 5 years old, so my riding clothes are very comfortable. They also protect me from the sun, which is good for me because I get sunburned easily.

I like to be comfortable, so lately I've been into skirts. After the baby is born, I want to show more body, so I'll wear fitted t-shirts with a nice vintage skirt. My favorite designer is Dries Van Noten, and my secret, which is no longer a secret if I tell it here, is to shop at theRealReal.com (opens in new tab). I like things that are comfortable, but chic. And something you can't tell. I don't want people to know what I'm wearing unless it's my brand.

I'm definitely getting more buttoned up as I get older, and I think that's normal; before COVID, I was more interested in trends; before COVID, I was more interested in trends; before COVID, I was more interested in trends; before COVID, I was more interested in what was going on; before COVID, I was more interested in what was going on; before COVID, I was more interested in what was going on. Now we have had a year to think about what matters and what we want to be after this. We want people to wear clothes that make them feel good about themselves, not because other people are wearing them.

I didn't go to buying school or merchandising school, so I've had to figure it out on my own. As a buyer, I would have excess inventory, which I would then sell at a sale, and I thought, I would rather use this great fabric than sell it for $10. So I started recycling fabrics and making my own. Last year I made a cute white t-shirt with ruffle sleeves out of recycled fabric. The idea is that you can wear it comfortably anytime, any day. It's cute and sophisticated.

My favorite vintage item I have, which I don't have a name for but has an awesome print on it, is from Morphew (a vintage store in NYC). It's a very glamorous dress. I've only worn it twice because it's floor length and very impractical. My favorite place to shop is vintage. I've gotten really good at shopping on Etsy now that it's a little harder to shop in person. I like vintage because it's one of a kind and sustainable. I wish that after the pandemic, the mass production of clothing would stop and we wouldn't have 18 brands all wearing the same look and competing with each other. That's not my style.

I will be donating sweatpants as soon as I am done with this. That's the first thing I'm going to do. I don't want to see any more sweatpants. I bought a pair of leopard print Claire V's, but other than that, no. I want to look comfortable, but I don't want to take those things with me. But I don't want to see myself in sweatpants anymore.