Back in September, the Massapequa Observer introduced everyone to Laura “Lola” Tingwall, the 27-year-old fashion entrepreneur who turned her passion for fashion into a booming business. What started out as a boutique on wheels, “Lola’s Lookbook” has captured the heart of Amityville, as Tingwall opened her showroom there in November. Now four months into her new location, Tingwall has been met with more success than she ever imagined.
“It’s very exciting to finally have a store,” said Tingwall of her showroom location, which opened at 21 Greene Ave., Amityville. “The reason I wanted to do this was because customers wanted to shop a lot more, so there was a demand for it.”
When her truck wasn’t out about town, Tingwall began scheduling appointments for customers to come to her house and shop. That’s when she realized she needed a home base, somewhere she could come every day and get work done. As for the location, Tingwall saw potential in Amityville.
“I chose Amityville for a few reasons, but mainly because I knew that I wanted to open a showroom close to home,” she said. “There’s a lot of villages that are over populated with businesses and boutiques and while Massapequa doesn’t have too many clothing boutiques, Amityville has none,” Tingwall continued, adding that everyone has been receptive to the business’ location.
Tingwall also shared that Amityville is in the midst of doing a large revitalization of the village, encouraging businesses to come to the town and thrive. Upon renting the space, Tingwall said that the charm of the building’s exterior and interior was a major plus, but more so, it was the people inside it.
“I loved the whole feel of this building. My landlords are great and the whole building is composed of entrepreneurs, so it’s stimulating to come talk to people and bounce ideas off of them because they’re essentially in the same boat that I’m in,” said Tingwall.
As for the showroom itself, regular hours are posted and updated on the Lola’s Lookbook website, which Tingwall has just redesigned to sync inventory, so anything that is new in the store is automatically added to site. The showroom has set hours every day (it is closed on Sundays and Mondays), but Tingwall is flexible and will open the store for customers on the days the store is not open.
“I come here every day, even if it’s just to get stuff done or ship out online orders. I like having a routine again,” said Tingwall, who was restricted to fairs and parties on varied dates with the fashion truck.
The grand opening of the showroom back in November exceeded Tingwall’s expectations, especially since Lola’s Lookbook is not a traditional store.
“I don’t have drive-by traffic because I’m not on a main road and I’m on the second floor so I can’t do a window display to advertise, so everything has been word-of-mouth for the most part,” said Tingwall, adding that once the Amityville Moms group found out about the showroom’s location, the news spread like wildfire. “We have our own parking lot and the train station is right here, but it’s kind of cool that it is word-of-mouth, like a speakeasy bar. People feel like Lola’s is a secret that only they know about.”
Tingwall opened her store at the perfect time; right before the holidays.
“It was right around the time people really get into holiday shopping and for me personally, the truck slows down because fairs end in October and the weather gets cold,” said Tingwall. “But since we’ve opened, business has been increasing ever since.”
Tingwall replenishes her inventory as she sees fit. She does have blowout sales and some clothing carries over from one season to another, but there is always a sales rack in the showroom and the truck. There is also a small waiting room for people to sit, as well as a larger dressing room. But don’t worry, Tingwall is still driving the truck.
“So many people were worried that I wouldn’t be taking the truck out anymore because they really do love it, but now I do both,” she said, making plans to take the truck out in April for her first fair.
Tingwall continues to promote herself and her brand, utilizing all forms of social media. She also belongs to the chamber, attends networking events and always gives out her business card. As for the future, she always feels that there is room for improvement.
“For now, I’m really excited about the website and for a more streamlined shopping experience for my customers,” said Tingwall, who is also looking into adding more items to her store. “I’m definitely going to do jewelry because a lot of people have been asking me for it, as well as little knickknacks. I also might do a branding item as a giveaway or to sell in the store; something that people will wear.”
While Tingwall’s next goal is to have multiple locations down the road, she said she will remain in her charming Amityville location until she is absolutely ready to move on. But don’t expect this accomplished fashionista and savvy businesswoman to slow down any time soon.
To shop Lola’s Lookbook, visit www.lolaslookbook.com or stop into the showroom located at 21 Greene Ave., Amityville, second floor.
