Entrepreneur Focus
Helen Feid

by Liz Dowling

When you have a stylish college roommate, who looks chic even in the heyday of Fair Isle sweaters and LL Bean camp mocs, it is no surprise she becomes a successful designer.  Helen began with something she couldn’t find, a simple piece to throw over a bathing suit and wear throughout the day.  Inspired by her mother and friends easy summer style, she launched a line of tunics that can be worn from the beach right through to cocktail hour and everything in-between!

When did you launch Tideline Tunics?

I launched Tideline in the Spring of 2014.

What was your motivation / inspiration?

I love summer dressing.  Easy, loose, simple clothes have always been my go to favorite.  So, I thought I would make something I wanted to wear.  The main style in the collection is basically a shirt dress that is casual enough to throw on over a bathing suit, yet covered up enough to wear throughout the day.  Effortless and chic is what I’m aiming for.

Do you have a retail / manufacturing background?

I worked in women’s design at Ralph Lauren and then at J. Crew.  When my second child was born, I put my career on hold.  Now my children are launched and I am having a blast getting back into something I love.

What inspires you?

I am inspired everyday – especially when traveling…  I love shopping in flea markets everywhere.  I love France!

Screen Shot 2015-06-19 at 5.32.55 PM
Who has influenced your work?

Classic movie stars and glamour girls influence my work.  Lauren Bacall, Faye Dunaway, Babe Paley, Marella Agnelli, Bridget Bardot ~ all have timeless style.  Some of the chickest women that inspire me, however, are my non-famous friends.  Also, I am really loving Halston in the 70’s right now!

IMG_4238  P1060875
Who is your favorite up and coming designer?

My favorite designers are: Ines de la Fressange, Phoebe Philo and Ralph Lauren

Tideline sold here!

Tideline sold here!

Where can we find Tideline Tunics?

For now, we are only sold in beachy shops (we have a list on the website).  But not to worry, soon you will be able to order directly from the website.  In the meantime, check out: the Monogram Shop in East Hampton and CJ Laing on Nantucket.

Dream accomplishment or project?

My dream is to see Diane Keaton wearing Tideline in a Nancy Meyers movie.

P1060894  P1060887  P1060923

P1060867  IMG_1690 P1060899

Go-to inspirational cocktail?

My go to cocktail is a toss-up between a Negroni and a Rum Southside with extra mint!

The designer!

The Designer

Favorite place to relax on the beach?

My favorite place to relax at the beach is our beach club in East Hampton – surrounded by my oldest summer friends and all of our kids.  I always bring a book but don’t get much reading done!

IMG_1538  IMG_0894
Are you working on anything new now?

Just sitting tight waiting for the late summer line to arrive!

Screen Shot 2015-06-19 at 5.34.59 PM

Screen Shot 2015-06-19 at 5.34.15 PM
For more about Tideline Tunics:

Website ~ tidelinetunics.com

Instagram ~ @helenfeid

College days....

Our college days….

the wry home



You may also like


Amy Harden June 25, 2015 - 9:25 am

You have the chicest friends! Love the line about Diane Keaton! I second that dream!

Elizabeth Dowling June 26, 2015 - 5:38 am

Me too Amy. Anything Diane Keaton is good!

Neville Johnson June 25, 2015 - 12:30 pm

Cool and classy.

Nancy Kerans June 25, 2015 - 4:16 pm

You always “wore it best”! And now we all get to wear your very own designs!! Fingers crossed for Disne Keaton!

Anne Greaney June 25, 2015 - 6:49 pm

The loose, simple line is graceful and flattering. Easy to wear at the beach, at home, or casually in town. Great look!

Heath Betke Shelby June 25, 2015 - 8:30 pm

I can feel the effortless comfort of the crisp cotton just from Tideline’s photographs.
Best wishes and great success Helen!

Patricia Robert June 25, 2015 - 10:11 pm

You are amazing!! Don’t stop creating! You can take us out of summer and into fall ..Bravo !!
Liked your models too.

Stefania Ippolito Sakiotis June 27, 2015 - 2:43 am

Brava!!! Congrats!!!

Lolly Knoll Roberts June 27, 2015 - 8:58 am


Deborah Ellwood June 28, 2015 - 5:13 pm

I think it’s fantastic that you have made your dreams come true. It gives others hope that it’s not too late to do so. Your fashions are wonderful! They look so comfortable! Love Diane Keaton.

Helen- love this! Congratulations. Your models are gorgeous too! XO June 29, 2015 - 9:33 am

Cassie (Ned’s mom)

Wendy L-J. McNeil June 29, 2015 - 4:38 pm

Don’t know if you remember me or not, am Peter LJ’s sister. This is such a wonderful and perfect clothing line. How very exciting. I am thrilled for you and hope to be able to order some online soon! Good luck. Wendy

Mary Monigan March 24, 2016 - 12:59 pm

Dear Helen,

Please let me know when your tunics are available for purchase online. Do you have a target date for an online store? I’d like to publicize your company in Skidmore’s e-newsletter, Scope Monthly. All the best, Mary Monigan, Class Notes Editor, Skidmore College. [email protected]

Elizabeth Dowling March 24, 2016 - 1:16 pm

Hi Mary,

I forwarded your comment on to Helen. I am sure she will be back to you soon!

Best ~ Liz

Jenn Hills MacDonald September 13, 2016 - 2:52 pm

I’m so excited to have read this (albeit a little late!), Helen, and am so excited for you–you always were so very stylish and chic at Skidmore. Love the line about the Diane Keaton, and love the women who’ve inspired you.

Comments are closed.