One year ago, I started La Rella with excitement—and plenty of fear. Would anyone find my little boutique? Would they love the clothing I had chosen? Was I really ready to put something so personal out into the world?
Then those first few orders came in. The elation is hard to describe. Someone had found La Rella, connected with what I was offering, and decided to give it a chance. Every order felt like a little encouragement to keep going.
Of course, building a small online business comes with challenges. When you’re trying to get discovered, it can feel as though SHEIN, Amazon, and the big box stores fill every Google search. Getting people to find you—and take a chance on a name they don’t recognize—takes patience, persistence, and a lot of work behind the scenes.
And sometimes, I ask myself: Why make it harder?
Why travel to Italy to source clothing (why not?) when I could go to New York City or shop wholesalers online? Why juggle Telegram and WhatsApp conversations, or work early mornings to accommodate another time zone, when there are easier ways? Why do this differently?
There’s also the rhythm of bringing new pieces here. Importing from Italy means I can’t offer new arrivals every week. Shipping costs and importing fees add up, so I try to consolidate as many orders as possible into each shipment to help keep prices lower for you. That means our new drops are more spread out, even when I’m eager to share everything I’ve found. It’s a balance between the excitement of something new and the practical side of running a small boutique.
Because easy isn’t always the answer.
I love finding pieces that feel different: an unexpected detail, a beautiful shape, that Italian flair that makes an everyday outfit feel special. Sourcing in Italy lets me bring my own perspective and connections to La Rella. I want each collection to give you something to discover—and something you’re excited to wear.
Our Italian Fall Edit – Autunno is a little glimpse of that vision: pieces I’m excited to share, chosen to bring that distinctive Italian flair into your everyday wardrobe.
Now, one year later, one of the greatest joys is seeing people come back. Hearing that you love your purchases, watching you discover another piece, and knowing you’re excited about what I’m building makes those early mornings worthwhile. That first order was a thrill. Earning your trust again is something even more meaningful.
La Rella is still growing, and so am I. Thank you for every order, kind message, recommendation, and visit. You’ve helped turn an idea I was afraid to start into a business I’m proud to keep building.
Happy first birthday, La Rella. Here’s to another year of bringing a little Italy to your closet.
With gratitude,
Lina
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