About Us

“What took you so long?” That was the question on everyone’s lips when Laurie Dutcher finally decided to launch her girls’ apparel line, Secretly Spoiled in 2008. Though the move may seem like quite a departure from her days as an accountant auditing publicly traded companies. “I’ve always had an entrepreneurial spirit, and I love fashion so why not combined the two.  My collection has a classy, upscale look with a perfect amount comfort,” Dutcher said. The brand name, she explained, came from her prediction that despite her best intentions, she’d probably end up overindulging her daughter. Secretly Spoiled was a hit from the beginning that she was able to add an array of collections that are distinct, unique and fashionable.

Laurie Dutcher
Laurie DutcherCEO

We offer:

  • Unique, classy clothing for girls with careful attention to details. Our collections feature fashion forward outfits that are fun and stylish. Parents will appreciate the high quality fabrics and detailed embroidery of these wearable works of art. Our Basic Collection is a perfect fit for any size. The Cami and Tees are extra long and hug the body’s silhouette. They can be worn by themselves or layered. The classic leggings are ruched and will certainly stand out in the crowd.
  • Stylish, fun and comfortable line for the little men in our lives. The collection features designs that can be dressed up or dressed down. The options are endless.
  • Fun, sassy and elegant home décor pieces to jazz up any room. Our Signature frames are unique and will brighten up any room. Our Wall Art Prints are a perfect “finishing touch.” Our new Wall Adhesive Decals are HOT! They’re made of a sturdy fabric adhesive that can be placed where you want and removed and re-placed when you choose to redecorate. They won’t damage paint, wallpaper, carpet or mirrors and come in wall art, growth charts and fun shapes.
  • Classic collection of women’s tees and camis. They’re made of super-soft fabrics in a variety of colors and come in a cap sleeve style, a cami, a half sleeve, and a long sleeve.

Secretly Spoiled is currently in many doors in the United States, Europe and New Zealand. The international appeal of the line is fitting, since Dutcher draws inspiration from exploration. “I just love other cultures and what they have to offer,” she said. “I see the different way people dress and always want to change it up.” We are grateful for all our amazing customers and retailers all around the world. We wouldn’t be “us” without “you.” we believe the best is yet to come! It just might be Your Best Kept Secret…. Secretly Spoiled