The Newsmagazine of Long Beach Island and Southern Ocean County

By Victoria Ford | on August 31, 2022

NOW, NEW, NEXT: For the latest looks, Louisa Cona and Onyx welcome shoppers to Wish LBI in Beach Haven. (Photos by Ryan Morrill)

Even though it’s still 90 degrees outside, fall is just around the corner. Wish LBI in Beach Haven is all set for the new season with cool looks required for the wardrobe, stat.

Louisa Cona, owner of Wish LBI, had a passion for fashion from an early age. She attended Southern Regional High School and was enrolled in sewing and fashion merchandising programs, and took weekend classes at the Fashion Institute of Technology during her junior and senior years. She then attended college to study textile design.

“I had to have some odd jobs beforehand. I was a window treatments designer. I worked for a company that appeared on Shark Tank,” Cona said. “Then, I finally got into the fashion side of the business.

“I also explored the interior design side of the business, and right before I opened up the store, I was working with a team of artists that would create custom artwork out of a studio called Print Fresh. I would bring the artwork with me to appointments with the designers at big-name fashion brands all over the country, and I would sell them our artwork to use on their clothing. I was really passionate about that end of the business because I am really inspired and motivated by finding fashion trends and what’s going to happen.”

Find everything you’ve ever wished for and more at Wish LBI. Here are the top trends this fall.

Leather Weather. Leather is a timeless fall fashion staple that delivers instant cool factor, and you don’t have to be a biker to wear it.

“Leather is going to be the newest big textile to come out. It’s going to be a lot of tailored jackets and leather pants,” Cona said. “But it’s like they are taking polarities and mashing them together. So, when you wear the leather, you’re going to want to pair it with something from the opposite end of the spectrum. You’re probably going to wear a bralette or something that’s very feminine in contrast to the grunginess of the leather.”

Tuft Love. As the temps drop, lay hands on cozy fabrics to snuggle up in, all season long.

“As far as fall and winter fashion trends go, if you look at the textiles out on the market right now, you’ll notice a lot of high-pile fabrics. I’ve been seeing a lot of the tufted trend on TikTok and Instagram with rugs and mirrors. When I saw these tufted slippers, I was like ‘This is going to be the trend of the summer,’ and it turns out I was right. It is our number one selling product right now, so obviously that’s going to translate into fall and winter. You’ll also see cozy bear coats and lots of knits,” Cona said.

Tufting is a weaving technique; the result falls between embroidery and shaggy for a fluffy texture. These ultra-soft styles give all the fall feels.

Color Code. When you think of an autumn color palette, orange, brown, tan and black come to mind, but this season, let’s change things up. Instead of darker hues for fall, put the brights on.

“Colors are sort of flipflopping, where it’s trendy to wear mint green and neon in the fall and winter, when normally you would only wear those in the summer. It has to do with the reemergence of several decades right now – ’70s, ’80s, ’90s and 2000s trends. There are so many different eras that are in style right now.”

Neon is also being incorporated into jewelry through elastic bracelets with enamel charms. Get a bunch of them and stack them up one arm for a fun look.

Check, Please. Step aside, stripes and florals. Checkerboard print is taking over, and it’s not just a classic black and white palette. Check out this fun print in everything from shirts to slippers.

“We’ve been seeing checkered print in a lot of tops with bold colors. With the checkered print, you can make it very high contrast, and it’s always going to translate as a checker,” Cona said. “For example, I have a few checkered items in the store. One of our most recent items is a sweater, and it has a neutral base with a lime green checker. I also have the neutral base with the high-contrast purple and lavender. Neon green and purple are very popular right now.”

This bold, eye-catching pattern always makes a statement. Don’t be afraid to deck out in checkers.

Bling It On. Show off some sparkle with bedazzled clothing and accessories that are sure to command attention. From jackets to hats, it’s all about the glitz and glam.

“One of the trends we’ll be focusing on is rhinestones incorporated into everyday casual materials like terrycloth. It feels very CMT star with western-inspired designs,” Cona said.

Have fun with outfits … it’s time to shine!

Carry On. That beloved bag from middle school is back and better than ever. Messenger bags are all the rage this year. If you’re searching for a no-fuss purse to store all your belongings, this is it.

“Messenger bags are a top seller at our store. Ours have interchangeable guitar straps to customize them to fit your style. They are a great back-to-school item because you can fit a laptop in them. We have a mini and large classic version. The mini is great for the younger girls that do not have much to carry. It’s also very popular among busy moms who want a bag that can fit a lot of stuff and is comfortable to wear.”

Designer Dupes. Love designer jewelry, but not the high price tag? These lookalike styles will guarantee compliments without breaking the bank.

“Jewelry is our prominent product we carry. People want things that look like Hermes or Tiffany & Co., so we have a lot of similar-looking jewelry,” Cona said.

Wish LBI is also starting a monthly jewelry box, so jewelry lovers can find a variety of pieces to add to their collection. From dainty gold necklaces to stackable bracelets and rings, ear huggies and more, there’s something for everyone.

Tat-too Cute. Want a tattoo without the commitment or pain? INKED by Dani temporary tattoos are the perfect way to express yourself. The tattoos are inspired by founder Dani Egna’s hand-drawn designs.

“People are all about decorating themselves. The INKED by Dani tattoos come in a credit card-sized package. You get about 24 designs of really cool simple line drawings or sayings,” Cona said. “They do pretty gold and silver shimmery looks, as well, which are really popular. There’s even an eyeliner pack for girls who are going to a festival and they want to do something extra, but don’t want the hassle of doing makeup the day of.”

The tattoos typically last about one to two weeks, depending on the size and placement.

The boutique has recently started live shopping events on its social media page (@wishLBI) to showcase new products and socialize with customers.

“It’s a whole new way to connect with people and give them what they want. What’s better than relaxing at home on your phone and shopping at a store without having to be there? It’s kind of like online shopping, but next level because it’s live and you get to interact with the person selling,” Cona said.

Followers can comment to learn more about the items, request for items to be held or purchase products during the live shows.

“I am really grateful that the pandemic made people consider what is really important and desirable in their lives and that I was able to do this with the help of my family. I know everybody’s circumstances are different, but I do think it’s important for people to reevaluate what they want in their lives and really just go for it,” Cona said.

“I think everyone is capable of doing whatever they want to do,” she continued. “I just hope that I serve as an inspiration to people that are my age that you don’t have to know everything. You can take baby steps, and you can do what you want to do, the way you want to do it. I really want to thank all the girls who have worked for me because, without them, I wouldn’t be able to do it on my own, especially my sister Astrid.”

Wish LBI is a family business with five other locations throughout New Jersey.

The concept for the store started with Cona’s aunt who owns a shop in Denville and recently opened another in Madison.

“I told her I would love to bring it to LBI, so we did that,” Cona said. “My aunt has a twin, and she and her daughter have shops, as well. She has stores at the Jersey Premium Outlet Mall in Tinton Falls. And my cousin opened one up in Spring Lake last season.

“I definitely come from a family of entrepreneurs; all of my relatives own businesses. So, I knew it was always something I wanted to do. I just really want to make people happy.”

To explore the newest trends and fall-ify any wardrobe, visit shopwishlbi.com or stop in one of the boutiques.

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