This morning at the Cooper Square Hotel in NYC, Jessie Randall of the ready-to-wear and accessories brand Loeffler Randall introduced her new and improved website to a select group of online fashion editors.

"I wanted the website to feel clean, modern and unfussy," the creative director and chief executive officer explained about the design and functionality.

In addition to featuring e-commerce exclusives such as oversized blazers made of double-faced silk and flat 5-buckle boots, the site will also include behind-the-scenes video from the brand's photo shoots, a blog by the designer and useful descriptions of each purchasable item.

"There is a big customer service component," said Randall. "There is a lot of information about fit and size."

Randall opted to up the ante of her online presence in lieu of spending money on creating a new store. Her four-year-old label is already sold in 200 retail outlets in the U.S. and 20 internationally, reports WWD.

In 2007, when Randall was 8 1/2 months pregnant with her twin sons, she and her husband/business partner Brian Murphy took home the Council of Fashion Designers of America's Swarovski Award for Accessory Design after only two years in the business.

The designer is appreciative of her successes and ever-expanding clientele. A portion of the company's proceeds benefits a charity for orphans from India affected by HIV/AIDS called livingindia.org. In addition hand-written thank you note that will be included in each customer's online purchase. "The person in our office who has the best penmanship is going to be quite busy," laughed Randall.