ONLINE CONFESSIONS: LookieLou.com

Owned and operated by husband and wife team, Laura and Ray Sjolseth, LookieLou.com offers a beautifully curated collection of cruelty-free shoes, eco-friendly swimwear and ethical lingerie. So what does an average day look like for the LookieLou.com team? We find out.

What’s the best thing about running Lookie Lou? Ray: The best thing about running Lookie Lou is the Lookie Lou team itself. Lookie Lou is home to and surrounded by an awesome group of people who give 100% and support our vision of popularizing ethical fashion. These folks are highly skilled, passionate and are crucial to achieving our goal. Everyone at Lookie Lou has so much to contribute that is priceless for us.

What’s the most fun part of your job? Laura: Sourcing what we want to wear. It’s like Christmas every day.

What does your average day look like? Ray: Busy. Very busy. Customer service, order processing, marketing, sourcing new lines, photo shoots, web development... We are adding new categories of apparel and accessories every season. It is important that we continue to service our customer requests and build our brand as the vegan source for high fashion.

What kind of designers do you look for when it comes to Lookie Lou? Laura: We look for designers who share our values; who incorporate keen design elements; and who create bold, luxurious fashion. We also want to help new designers bring their creations to market.

Have you been surprised by its success? RAY: I would say we have been grateful for our success to date.  We have invested heavily and worked hard to get to where we are. We will continue to invest and grow our brand with the focus of providing high fashion, vegan, conscientious apparel and accessories and uncompromising customer service.

If you could wave your magic wand, what’s one fashion trend you would do away with forever? Laura: That’s an easy one. We would entirely eliminate the use of animal products in fashion. To most people, living without leather, fur, silk, and wool might sound dramatic, but we’re out to prove how fantastic you can look without those materials in your closet.

Do you ever want to run away with all the merchandise? Laura: Yes, and sometimes we do. Far away. But we always come back.

What’s coming up for LookieLou.com? Laura: We’re just beginning to carry outerwear and will have a fabulous selection of pieces from Unreal Fur, Vaute Couture and Hoodlamb this fall. We also try to introduce new brands to our existing categories every season. Next up are some gorgeous velvet heels and booties from Italian brand Opificio V. — LookieLou.com