Boasting the California styles, Tart collections was created in 2004 by husband and wife Jamie and Dana Finegold. The brand focuses on creating comfortable, relaxed yet chic and stylish garments for day-to-night outfits. Defined as 'agreeably sharp to the taste', the collection was named Tart to represent the edgy yet favorable and timeless effect created by the designs. "It creates a positive impact. It makes you stand out for all the right reasons. This is exactly how we want our customers to feel when they wear a Tart piece."