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Viola Lovely has always been on the cutting edge of fashion, fostering relationships with now well-known brands like Veronica Beard and Leigh & Luca in their infancy and continuously pursing new designers for its collection of boutiques. Owner Lisa Cancelli opened the first Boston location just a few months ago, bringing her curated selection from the suburbs to the South End and subsequently upgrading the wardrobes of women citywide.
The space, formerly home to Reside, took on a makeover to achieve a gallery-like space with white walls to complement the rustic wood floor. The store expands much further back than you would ever guess from the street, featuring industrial pipe racks along the perimeter brimming with Golden Goose, Giada Forte, and Yigal Azrouël while Jerome Dreyfuss accessories and Strom denim folded neatly on a gigantic oval center table. Nearby, a glass case is home to chain jewelry and sunglasses from Karen Walker and Thom Browne, while a wooden coat hanger displays breezy scarves beautifully. Don't expect to shop any particular collection in bulk; rather, you'll see a handpicked set of the team's favorite finds spread across various moments in the boutique. Arguably the best accent though is the canine company, Cancelli's Weimaraners.