Ooh La La Brings 'Playful Sophistication' to Blue Back Square

newest women’s fashion store is really an old friend that has decided to relocate. Ooh La La Boutique had been in Avon for five years before it opened its doors on Memorial Road on June 29. 

“The West Hartford community has embraced us. Blue Back is what I refer to as a vibrant destination experience, drawing people from all over,” says owner Darlene Salonia. She and her good friend and co-owner Tonya Flores have been very pleased with their robust business since opening the doors to their pretty, intimate shop.

Tucked away on the top floor of the Shops at River Park while in Avon, Ooh La La grew a loyal following of mostly high school and college age women looking for reasonably priced, fashionable clothing. Flores, who was sole owner of the Avon store, has maintained that young customer base in the West Hartford boutique while managing to attract additional women from other age groups.

“Our customer is anyone who wants to wear trendy clothing. She is anyone from 15 and beyond. We try to get a little bit for everybody, “ notes Flores.

Her partner Salonia agrees. “It’s how you take the clothing and make it work for you. A short dress on one can be a tunic with leggings for another person. There’s something for everyone.”

And judging from a hot summer weekday afternoon, the clientele definitely spans all age groups. There was a steady stream of young girls with their mothers, young mothers with their toddlers, and more mature woman looking over the merchandise and trying on the clothes.

The fashion is fun and “of the moment” with plenty of dresses and flowy tops in pretty solid colors and eye-pleasing patterns.

Accessories include stylish, vegan-friendly handbags and wallets, jewelry, belts, and scarves. Jeans, camisoles and solid and lace spandex bandeaus are folded on low shelves for easy customer access. The bandeaus, which are strapless tube tops, have become a very popular layering option for women who want a little more coverage under low cut or backless dresses.

When asked what the fall trends are shaping up to be, both Salonia and Flores agreed that feather motifs will be showing up on clothing and in jewelry designs. They have also been vigorously selling snap-on feather hair adornments. For $10 each, a customer can choose either one feather or a variety in different colors to group and attach to strands of hair. When snapped onto the underside of the hair, the effect is subtle and a little boho — think Nicole Ritchie meets Pocahantas.

In addition to feathers, other fall trends to look out for are Aztec prints, ponchos and capes, a lot of lace items, muted shades of navy, oranges, grays and taupes, layering pieces, and shirts with cut-outs that reveal a little bit of skin.  

One-shouldered shirts and dresses are going to be huge this season. Holdovers from last year include skinny jeans and jeggings, and belts of all widths for cinching jackets, sweaters and dresses.

The store’s merchandise is constantly refreshed with new shipments arriving weekly. Only six of every item is ordered and after stocks are depleted, they are not re-ordered. This ensures that a customer will not see her outfit coming and going on the street.  

Loyal customer Betsey Gengras, shopping with her recently college- graduated daughter, likes the uniqueness of the store’s offerings. “You don’t see the clothing everywhere you go.”

With most items priced well below $100, the average person can walk away with a shopping bag of new items. This attractive price point, combined with current fashion looks, is Flores and Salonia’s vision for the store.

“Our tagline is ‘the playful side of sophistication,’” says Salonia, “and what we want to do is bring to the community affordable, trendy, fun clothing that they can wear day or night and not break the bank when they come out to shop.”