Pamella Roland is branching out.

The designer is adding an e-commerce component for the first time to her website. A selection of her contemporary line Pamella, Pamella Roland will be available beginning Friday.

Roland said she got the idea while observing how her two daughters shop for clothes.

“My daughters are in their 20s. They always buy online. They hardly ever go to the stores anymore. I thought that [as a company] we’re missing out by not being a part of this,” the designer said.

Price points average between $300 to $500, although a few items are at $1,000. A total of 25 to 30 looks will be available to start. The designer hasn’t yet decided whether to include her couture line on her site.

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