Business As Unusual: Lilac and Lilies Boutique

Lifestyle continues asking businesspeople all over South Florida about the impact COVID-19 has had on their businesses—and what the future holds. Today, we check in Michelle DiMarco, founder of Lilac and Lilies Boutique


Business Backstory: For nearly 10 years, Michelle DiMarco has offered lifestyle resort wear, jewelry, denim, swimwear and athletic leisure wear at Lilac and Lilies Boutique in Fort Lauderdale. DiMarco, who studied at The Fashion Institute of Technology, curates trends from up-and-coming and favorite designers from Los Angeles and New York for women looking for contemporary styles at an affordable price. She recently opened the Lilac and Lilies Loft, a warehouse and special event venue.

The impact: “We had to furlough and lay off employees. As the owner, that left me working at the store full-time, leaving me with a lot of new responsibilities. COVID-19 made me realize that we needed to broaden our customer base, so I focused on improving our e-commerce site. The goal here was to broaden our exposure to a national audience. One of the ways that we did this was to continue our presence on social media, working with bloggers. The bloggers did an amazing job of trying on our clothes in their homes and sharing it on social media. The new web exposure opened a new door for Lilac and Lilies Boutique.”

Shifting platforms: “A lot of things happened at once. I had to give notice if I was going to renew my five-year lease at the same time that COVID-19 hit. I decided to move out of the space and dedicate my business to our web store. [In addition], I am excited to launch The Lilac and Lilies Loft, which will be a South Florida showroom for locals and visitors to book [in-person and virtual] personal styling appointments, virtual shopping sessions and attend events. I’m very excited about launching this new space.”

COVID-19 insights: “I think you have to listen to the universe in a way, and it helped me learn my priorities. It really made me think about my personal goals since I solely focused on my professional goals for so long. I never knew that I wanted to start a family, but suddenly it was something that I knew I needed to do, so that became my priority. When something as serious as a global pandemic happens, focusing on family is super important.”


You May Also Like
Shoma Village and City of Hialeah Host FoodTruck Fest on Saturday

The event will also include a Mother’s Day-themed marketplace.

Read More
Shoma Village
Dolphin Mall in Miami to Open Entertainment Venue Featuring Dining and Hospitality Options

Taubman Realty Group and Live! Hospitality & Entertainment partnered to create Vivo! Dolphin Mall, which will feature 62,000 square feet of dining and entertainment space with an expansive 30,000-square-foot al fresco plaza set to debut this summer. Vivo! will provide a destination for premium entertainment, food, drinks and first-class hospitality in Miami.  “It’s been incredible

Read More
Las Olas Wine & Food Festival Returns for 27th Anniversary

The Las Olas Wine and Food Festival (LOWFF) will celebrate its 27th anniversary on Friday, April 21. As one of Fort Lauderdale’s most extensive wine and food festivals, the event will transform Las Olas Boulevard and offer guests the opportunity to sip, sample and enjoy dishes from 40 of South Florida’s finest restaurants and more

Read More
Vinya Wine to Celebrate National No Phone Day With Miami’s Top Restaurants

Wanting restaurant guests to enjoy their meal and camaraderie with friends and family, Vinya Wine is spearheading an initiative to encourage patrons to enjoy a sip of wine with friends or family on National No Phone Day. Organized by Allegra Angelo, Vinya Wine partner and sommelier, Tuesday, April 18 has been declared No Phone Day,

Read More
Other Posts
Three Of a Kind

Maritza Meza Giusti’s children followed in her footsteps, all with a passion for selling luxury real estate.

Read More
The Next Generation

Koenig family values continue to guide City Furniture’s leaders.

Read More
City Furniture
Renowned Broward County Philanthropist, Susie Levan, Dies at 73

The wife of Alan Levan, Chairman of BBX Capital, Inc., left an indelible mark on the community.

Read More
He Nose Best

Dr. Lee Mandel provides insight on the leaps and investments needed to make a mark in the medical space.

Read More