Sibling Rivalry is the creative concept of Annabel Schwartz. Annabel grew up in a family with three brothers and one sister; in this household of vastly different personalities, Annabel's exuberant and outgoing characteristics became a target for "sibling rivalry". Thus came her need to develop a business at an early age that would prove her capabilities in the eyes of her family.
Annabel thought back on her life growing up in New York City in a very fashionable and social scene. Thus came the idea to create collections that would allow for any girl to dress and feel like a fashionable it girl while leaving enough simplicity to her looks to let each girl individualize it and make it unique.