Ooh La La An interview with Ooh La La

I started out as an enthusiastic customer at Ooh La La. My sister and I first visited the store together when Ali, the previous owner, still had her location on Level 1. My sister was preparing for a boudoir photoshoot, so we decided to have a girls day out and shop for her outfits. Ali was so awesome and helpful, making us both feel welcome and right at home. Her approach was from a body  neutral standpoint and she made us feel like we could both look and feel good in anything. My sister found a couple of great sets for her photoshoot, and I felt a real connection with Ali’s vision and execution of the business.

At the time, I was still on a work hiatus from IBM and trying to figure out what I wanted to do next. After taking time to work on an eating disorder through in-patient recovery, I ultimately knew returning to IBM was not a compromise I wanted to make, though they had been very understanding and generous with me as I focused on my health. Through serendipity, I saw that Ali had posted a job opening in the store. I immediately wrote her an email, telling her why she wanted me for the position:  I am queer, have always loved shopping for vintage lingerie, and I love her shop and being in Thornes. I was overjoyed when she hired me, and I’ve been working there since this past September. She said I was free to be creative and do whatever I wanted, which was so fun and rewarding for me.

Around Thanksgiving, Ali reached out to me and said she didn’t know if I’d be interested, but she was considering passing the torch so she could focus more on her position as the Associate Director for External Operations at the Mt. Holyoke Equestrian Center. She had seen my passion and creativity in the space, and felt like someone was loving it even more than she was able to. I felt so honored that she would consider me for the role of new owner. I had already been toying with the idea of opening a bookstore or vintage store, so this opportunity seemed perfect for me. Ali has been phenomenal with the transition and has helped make it as seamless as possible. She keeps encouraging me to trust my instincts when it comes to my business sense, including marketing, product assortment, and management.

I’ve loved being in Thornes since I was a kid; it’s such a welcoming, special space. There’s something that disarms people as soon as they walk in. Even the sound of the floors creaking is so familiar and nostalgic for me, transporting me back to childhood. As a newer business owner in Thornes, I’ve found people to be warm, supportive, and generous. I’m excited to highlight other businesses and collaborate on events. I love Aimee’s textiles at Positively Africana and envision them as my dressing room curtains. I am excited to host wine, cheese, and lingerie events with Provisions.

It’s just a real treat to be here—everyone is so rad. I love getting my little coffee fill at Share in the afternoon, and I love popping up to The Shiny Black Door to browse. This building has such a lovely community vibe, and I’m excited to be a part of it. I look forward to meeting all of the other business owners in Northampton as well.

I am eager to host some theme events, such as a “Miss Piggy’s Boudoir” event to bring some fun and levity. I plan to offer boys nights, where mascfolk can come in and shop for their partners or themselves. I also want to offer events where trans women can feel comfortable and shop in privacy. I’d love to have someone come in to teach about tucking safely. I know this community supports that kind of engagement and consciousness raising, and I want to listen to feedback from the community and respond to their needs and interests.

I’ve been adding some new items to the floor since I took over, including toys, expanded styles and sizes in garments, and trans-affirming products including tucking panties, packing boxers, and chest binders. In this politically challenging time, I want to try to make a difference here in my own little corner of the world. I want to bring in more body education workshops, and keep expanding my offerings and range of sizes so that everyone feels comfortable and seen here. I feel pretty secure in being able to practice a lot of what I picked up in both eating disorder recovery and in life. My partner is transmasc, and I’ve been queer my whole life. I want people to feel supported and excited about what they try on when they visit. I am here to offer guidance and to be a cheerleader.

Many people come into the store looking doe-eyed and feeling overwhelmed, and I want to be the one to say, “We’ve got you—you are in the right place.” Everyone has a different level of spice, and I want to have something that speaks to all of my customers. There is nothing sadder to me than having someone walk in and feel like an outsider. My goal is to keep growing and sourcing products that will bring joy and support people in their desires. It’s special to be trusted with deeply personal stories and requests and to make people feel at ease while exploring the store.

I am a crafter/artist/hobbyist—having a creative project is important to me. I also make sure to carve out time to spend with my partner, as well as my sister and her family. Taking time to stay on track with my mental, physical, and spiritual health is also essential.

In terms of events, live shows at the Iron Horse and Academy of Music bring me joy, and I’m always on the lookout for community happenings such as craft fairs. You’ll also find me frequenting my favorite local bookstores. When I’m at home, I also enjoy relaxing with a puzzle or watching my stories!