LOLA New York began with a simple yet meaningful idea: turning a love of jewelry into something more—something rooted in connection and community. In the early 2000s, Denise Elias began hosting jewelry parties in her home, thinking of them as a fun way to gather friends. Before long, those casual afternoons grew into something bigger, as women kept coming back—looking for a thoughtful gift, a special accessory, or simply that feeling you get when you find something just right.

As the demand grew, it became clear that the next step was a storefront. Denise partnered with longtime friend and fellow fashion enthusiast Dawn Pasacreta, whose background in fashion merchandising from Macy’s, Nordstrom, and J.Crew helped bring structure and vision to the idea. Their friendship—rooted in years of shared life, including raising sons who became best friends—naturally extended into building LOLA together. Dawn played an important role for over a decade in shaping the early years of the store, helping turn a passion into a place women could return to again and again.

Denise, a proud first-generation Cuban American, was raised by immigrant parents who own small businesses and believed deeply in independence, hard work, and building something of your own. Those values have always guided LOLA. With an instinct for style, attention to detail, and a genuine understanding of what women want—and how they want to feel—Denise continues to lead LOLA into its next chapter.

Today, LOLA New York remains grounded in the same heart it was built on: warm, personal, and thoughtfully curated. As the store evolves, the focus remains the same—creating a welcoming space where customers feel seen, inspired, and at home. This is a new chapter, shaped by experience, gratitude, and an enduring love for the community that has made LOLA what it is.