Talk Shop: Lyndsey Zorich // The Avenue
ABOUT LYNDSEY
As founder of The Avenue, one of our most favorite shops, Lyndsey Zorich sought to start an online destination dedicated to bringing beautiful products to life. Building off of the success of her popular blog, L. Avenue, Zorich spun out into the world of e-commerce in a flash. Chock full of housewares, fashion and fabulous gifts, Lyndsey’s hope for The Avenue was to make customers feel like they’re browsing boutiques in Santa Barbara, sifting through French flea markets, and traveling the world discovering unique pieces for styling their homes and themselves. We can say with certainty that she realized her dream! Check out our interview with Lyndsey below to hear more about her favorite design books, entertaining tips, and more.
Describe your style in three words or less:
Vibrant, feminine, unique.
What have been the three biggest influences on your aesthetic in your life:
My mom definitely influenced my fashion aesthetic: she could rock a crisp button down, skinny denim and pumps like nobody else! My grandmother influenced my home aesthetic. She would have “moments” where she would go all in for a certain motif or color palette, and I tend to do the same. She was always moving things around and swapping out decor, she loved to mix it up and keep her home interesting and inviting.
How did you start your company, and what is your favorite thing about what you do:
Around this time last year, I searched high and low for unique tabletop and holiday décor items and was underwhelmed with what was out there. Oftentimes, I’d come across an online shop featuring an aspirational tabletop scene with a beautiful tablecloth but was frustrated to find the other items were not for sale. This experience was the impetus for The Avenue, an online destination with inspirational imagery that is completely shoppable. My blog, L. Avenue, focused heavily on fashion, so I knew that would be the other half of the site, and it made sense to me that dressing your table and yourself go hand in hand in so many ways. Initially, I didn’t set out to sell clothing, but we’ve discovered in the first six months that my following has really loved that side of the site, so we’re fleshed out both the accessory and apparel categories quite a bit.
I love the constant quest of brand sourcing. My brain never shuts off, I’m always on the hunt for new brands for the site. It’s always been in my blood to make things, so collaborating with other brands on exclusives is really exciting to me too.
Do you have a mentor in your career, and if so, how have they helped to shape your trajectory:
I’ve been in frequent text and phone contact with Morgan Hutcheson of the fabulous brand BURU. She’s been such an amazing sounding board from the time I had the initial idea to launch e-commerce. She’s been through a lot of what we’ve gone through as a startup and she’s offered really sound advice over the years. To find a mentor who is in a similar space (online women’s apparel) who has been forthcoming with what has worked and also mistakes along the way has been instrumental in keeping me sane and helping the business survive in the crazy retail world.. A seasoned vet taking time for the new kid on the block is hard to come by. I’ll be sure to pay that forward as The Avenue grows.
What does your home say about you:
My house is a mix; high and low, old and new. I like breathing new life into old furniture; think traditional boxwood floral upholstery on mid-century chrome dining chairs. My house has a whimsy about it, I have a large-scale piece of art of the Dumbo ride at Disney World by Kelly O’Connor in my office. If that doesn’t make you smile I don’t know what will.
Where do you find inspiration:
I’m old school and still love flipping through magazines. From the time I was little I would cut out photos from magazines and make collages; I still do this today, and it's a huge source of inspiration for me. Travel inspires me, but I’m inspired on the reg by the smallest details. I have over 100,000 iPhone photos, inspiration is everywhere if you just keep an eye out for it.
What are your key ingredients for entertaining:
I’m not an advance planner but try to set the table the day before whenever I can! Nothing kills a vibe like an overly lit home. Dim the lights and always have music on to create a mood that is inviting and comfortable! I recently bought a record player and cannot wait to use it when we can properly entertain. Nothing is more interactive than letting guests put a record on! And as long as guests have cocktails in hand, the night will most likely be a success! :)
Do you collect anything:
Vintage glassware, vintage candlesticks, vintage china, records, cook books, kitschy tabletop accessories
Favorite Instagram accounts to follow for inspiration:
@rebeccasgardener, @marlienrentmeester, @kimberlywhitman, @_ig_art, @thenatnote, @hayleybloom, @filipa_de_abreu
What design “rule” do you always follow, and which is made to be broken:
Gosh, I don’t even think I know of any design rules, I’m a finance major! ;) If there are design rules, I’d say it’s more fun when they are broken.
What are you working on right now:
We are growing quickly so working to build out a larger team! We are also already planning fall tables and our holiday gift offering - Christmas in July, if you will! Our new showroom is in its final fluffing stage, and I cannot wait to open the doors for lots of guests when it's safe to do so. I'm hopeful we can weave in more travel in the coming year; it was one of my favorite parts of our first year in business -- meeting encouraging shoppers, likeminded tastemakers and talented entrepreneurs from all over.
Wardrobe staples:
Comfy denim, slide sandals, floral maxi dresses.
Best career advice you ever received:
You can learn to bake a perfect cake, but it’s nothing without the frosting. From my father-in-law on managing people on your team: essentially, your business is nothing without talented, empowered people who are passionate about what you are building!
Types of home purchases you invest in, and save on:
Invest in art and comfortable furniture. Save on trendier pieces that you'll tire of in a few years.
Your greatest extravagance:
Hmm….I have a few. ;) I have expensive taste in wine. And shoes.
Favorite places to shop for home:
I love Diani in Santa Barbara.
Most prized possession and why:
A necklace that my mother wore of me when I was a baby.
Your interiors motto:
Life is too short to be neutral.
Your life motto:
Sleep when you’re dead.
Advice for someone looking to define their own interior style:
Go with your gut; it rarely fails me. Also, nothing is permanent; half the fun is getting there, so just go with what you know, and soon enough, you'll learn the rest.
Take Ten: My Favorite…
Food: Sushi
Drink: Vodka martini
Film: When Harry Met Sally
Hotel: Faena Hotel, Miami
City: Santa Barbara, CA
Bedding: Love Biscuit printed sheets for my kids’ bedrooms, no clue what I have in mine but I like it.
Tea or Coffee (and how do you take it): BOTH. Coffee with cream in the morning, green tea in the afternoon
Playlist: Anything by War on Drugs. Currently loving “Marianne’s playlist” on Spotify from the show Normal People.
Weekend Activity: I love to set the table and cook a big Sunday supper for my family.
Design Book: Notes on Decor by Paul Fortune - en route to The Avenue!
