Our Story

MEET THE BRAND

Laura McCurdy, Dana Fiddes and Berti Freed have brought together their diverse set of skills in the decorative, graphic, and fiber arts to build the Park & Lex brand. Their shared obsession for color, especially combining color in unusual ways, drives them to create pieces that appeal to the different sides of a woman's multi-faceted personality.

Park & Lex was conceived in late 2015 during an impassioned conversation between the three women over coffee. A creative spark was ignited, and they knew they had to offer something new to the urban sophisticate who craved a "pop of color” in which to stand out among the sea of black and grey.

The name Park & Lex comes, of course, from two parallel, consecutive avenues in Manhattan: Park Avenue and Lexington Avenue. While these two thoroughfares never intersect, they exist simultaneously, and represent the diversity of the city. More personally, Laura grew up off Lexington Avenue, and Dana grew up on Park Avenue, just a few blocks north. Although Laura didn’t meet Dana and Berti until 2013, they imagine they crossed paths without knowing it many times before.

MEET THE DESIGNERS

Laura is the Traditional Rebel. While she has long worked as a professional graphic designer, her other passions have always included jewelry making, needlepointing, sketching and sewing. She is a 7th generation New Yorker, but prefers to drive her Subaru station wagon around the countryside in her boots and jeans. She loves anything and everything with a pattern and will put chintzes and geometric prints together whenever she can.

Dana is the Practical Eccentric. She is an expert beader, knitter, crocheter, teacher, book author, and designer, and has turned these passions into a career. She is compulsively punctual, but loves to wander the streets of New York City for hours with no particular destination. Though she might be wearing an entirely black outfit, you can be sure she is sporting hot pink tie-dyed socks inside her shoes.

Berti is the Park Avenue Bohemian. She is a master beader, knitter, crocheter, needlepointer, seamstress, and jeweler. Together with Dana, she co-authored the bead crocheter’s “bible,” Bead Crochet Jewelry: An Inspired Journey Through 27 Designs. She works at her dining room table or from her carved wooden bed while yelling at the television, and is known to sit in her colorful tartan-covered Queen Anne chairs while sipping a fountain soda from McDonald's. (She also happens to be Dana's mom.)

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