Author: Larissa Saco
The north end of Eagle Rock Boulevard has long been lined with old clothing boutiques and hole-in-the-wall businesses lacking a strong design aesthetic. On Aug. 11, 2010, Leanna Lin’s Wonderland popped out of the grey facades with a bright pink store. The small boutique contains whimsical and fun items for any age. Not only does Leanna Lin’s Wonderland sell clothing, toys and jewelry, but it also provides jewelry workshops and jewelry renovation services.
Young and energetic fashion and jewelry designer Leanna Lin owns the shop. Lin was born and raised in Glendale but left to New York for two years to pursue an Associate of Arts degree in fashion design from the Fashion Institute of Technology. After returning to Los Angeles, she started her first job at Guess in 1997 as a design room assistant. Her career continued to blossom with opportunities, such as designing for My Michelle, Speechless and Ruby Rox, to name a few of the companies.
She has been working in the fashion industry since the mid-1990s, and her previous jobs include being a junior dress designer and making her own jewelry line, “Leanna Lin Jewelry,” which she sells in her store. “I really wanted to focus on my own creativity for a while. This job is a lot of work, but it’s a different kind of work that I really enjoy,” Lin said. She found out about the location on Eagle Rock Boulevard through a friend named Lily Simone, who leased the space before Lin. Simone wanted to move to a smaller location on Eagle Rock Boulevard, so she offered Lin the space to open her own boutique. “This was the perfect opportunity for me to build the shop I have always wanted,” Lin said.
Merchandise found at the store reflects Lin’s vibrant and colorful personality, as well as her Japanese-inspired tastes. Products vary from clothes and jewelry to artwork and toys. Her best-sellers include small, cute trinkets, such as mini toy deer, cupcake lip gloss and Japanese-inspired Momiji dolls. Her large vintage jewelry assortment is also popular among her buyers. “What’s cool about my shop is that a person of any age can find something they can wear or use,” Lin said.
In order to get the word out about her relatively new store, Lin uses word of mouth and Internet websites for advertising. She donates gift certificates to local schools such as Eagle Rock Junior High School, which helps spread the word about her services. She uses social networking sites such as Facebook and Twitter to post information and update fans about new upcoming events. Yelp also lists multiple rave reviews about her shop. “Someone started a Yelp page for me before I even thought about doing so. I then listed my business information on the page and I’ve received a lot of support since then,” Lin said.
Every Tuesday night at the start of the month, she hosts art shows at her shop. Since she has opened, contemporary Japanese-inspired artists have displayed their art in her shop for the public to observe and admire. The shop provides a venue for the public to interact with the arts and is a product of many of artists who are long-time friends of Lin. The parties are themed, sponsored by local businesses like Swork and Maile’s Fine Pastries and open to the public. Her mom is the only other person who works the store and mainly helps on Tuesdays and at some of the larger events and private parties. On Feb. 12 she hosted a Valentine’s Day-themed show called “Love and Other Fairytales,” inspired by fairytale characters in the Harajuku cultural context. In March she will host a show with a springtime theme called “Dreams of Springs.”
In addition to selling an array of gift items, Leanna Lin’s Wonderland also provides beading workshops for people of all ages. A small group of five can walk in during shop hours, while larger parties can reserve the space for an hour or two. The price range for kids’ jewelry includes $10 per bracelet and $24 per necklace, while adult jewelry costs $19 per bracelet and $44 per necklace. Lin has had multiple birthday parties and countless walk-ins so far this year. “I’ve had a lot of birthday parties so far. I’d love to host bridal showers, baby showers and girls’ night out parties as well,” Lin said. She also provides jewelry repair and updating services.
Her goals include eventually expanding her business and hiring someone to help her run the store. Leanna is supportive of Occidental College by providing a 10 percent discount to Occidental students when they show their school ID. The economy led to hardship on shops like hers, but she and her friends in the boutique business have received a fair amount of customers this year. “As a native of the Los Angeles area, I am happy to see how much the area has changed for the better,” Lin said.
Leanna Lin’s Wonderland is located at 5024 Eagle Rock Blvd. Anyone who chooses to visit Lin will be in for a lovely treat. The cute trinkets, clothes and jewelry are just as sweet as Lin’s personality, so be prepared for wonderful conversation, services and gift options. There are many different shops along Eagle Rock Boulevard, but Leanna Lin’s Wonderland is an absolute gem with its colorful decor, whimsical atmosphere and fun merchandise fit for all ages.
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