LOLA New York began with a simple yet powerful idea: turning a passion for jewelry into a community-driven business. In the early 2000s, Denise Elias started hosting jewelry parties at her home, thinking it was just a fun way to spend time with friends. Little did she know, these casual gatherings would spark a thriving business. As friends dropped by regularly, seeking the perfect gift or accessory in a pinch, the demand quickly grew beyond her living room.

Denise realized the next step was clear—she needed a storefront. Enter Dawn Pasacreta, a longtime friend and fellow fashion enthusiast. Their connection blossomed when their sons became inseparable in kindergarten (now both graduated college). Dawn, with a background in fashion merchandising from her time at Macy’s, Nordstrom and J.Crew, immediately saw the potential. When the conversation turned to "What if we opened a real store?", she didn’t hesitate.

Denise, a proud first-generation Cuban American, was raised with a deep appreciation for entrepreneurship. Her parents, Cuban immigrants and small business owners, instilled in her the value of independence and running a woman-led business. With a keen eye for fashion, attention to detail, and understanding of what women truly want, LOLA New York was born—a boutique that blends style, heart, and community.