Business of FASHION

BY Haven Heffernan PHOTOGRAPHY Jacqueline Pilar

Adecade ago, a local mother-daughter duo had a vision to create a boutique for luxurious everyday fashion. Today, Allora by Laura celebrates 10 years of elevated style and a strong community-oriented customer base. I sat down with owner Laura Dinning and her daughter TJ Harlin, Allora’s fashion director, to discuss their journey.

“One of the greatest things about the Allora by Laura brand and concept is that it hasn't changed,” says Harlin. “It's always stayed true to what it is: captivating modern luxury and telling the stories of great designers.” The eloquent pair stick to this motto by curating their selection of elevated European clothing through a coastal Californian lens. The bright, airy boutique is filled with luxurious options appropriate for any occasion— from relaxing at home to a black tie event.

Dinning’s thirty-plus years of styling and merchandising and Harlin’s lifelong dream to work in fashion inspired their distinct vision for the Coast Village Road boutique. Since opening in 2013, they have held tight to their intention to stock only designers that feel special and represent their timeless personal style. They pride themselves on the boutique’s hand-picked inventory of elegant pieces, from washable cashmere loungewear to Norma Kamali fringe minidresses. Popular brands such as Lapointe and Peter Cohen have been sold at

Allora by Laura since the doors opened. (Fun fact: SBLS launched the same month and collaborated on Allora’s grand opening party.)

They tastefully mix business with pleasure, setting off to Paris every several months on buying trips. “Our buying trips are truly where I see my mom get inspiration,” says Harlin. “Just walking the streets of Paris and looking at window displays helps us come back with so many great things to implement for the business.” Not surprisingly, Allora’s whimsical window displays look as if they’ve been plucked straight from the upscale shopping districts of Paris or New York.

Sparkling jewelry and tailored clothing aside, what truly fulfills Harlin and Dinning is the connections they have made within the community. Since opening, Allora by Laura has hosted trunk shows, aided philanthropic efforts such as Angels Foster Care, and made each customer who enters the store feel special. This has helped them build a loyal clientele and longlasting employees who Harlin and Dinning call family. Dinning candidly recalls fond memories of weekly Friday night staff dinners and martinis at Lucky’s and delighting in helping women find the perfect pieces to express themselves.

“Keeping close relationships with our customers is something that makes this community absolutely magical,” says Dinning. “It’s always been our priority to keep the relationships healthy and alive with the lovely people that support us.” The pair foster genuine bonds in all aspects; from uplifting clients when a loved one passes to shipping items to neighbors who have moved away.

Reminiscing on the past 10 years, Harlin and Dinning agree that they have grown in tandem with Allora by Laura. Navigating the fashion and business sides of the boutique has helped the pair feel assured in their personal styles. “It’s just gotten easier to know what we like,” says Harlin. Most of their wardrobe staples can be found at the shop, like Laura’s favorite pant from Zero + Maria Cornejo.

The mother-daughter duo has big plans in store for the future. Since their recent move to Nashville, they intend to use the same formula for their Montecito shop to open a Tennessee location. Harlin and Dinning are excited to continue improving the boutique to exceed client expectations. “We want to keep fine-tuning Allora by Laura and get it ready for the next 10 years,” says Dinning.*

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