“We were waiting for you.”
When she heard those words, Michelle Beltran, FNP, knew she had found the perfect home for her medical spa. Her company, Elite Beauty Medical Spa, had been operating in a Sola Salons studio in downtown White Plains for a year. While she had outgrown her studio, she also felt the model fostered an unproductive competitive spirit within those sharing the space.
On the hunt for the next home for her business, she toured 392 Mamaroneck Avenue and immediately envisioned it as the perfect location for her expanded spa. But her decision solidified when she met the other business owners on the block. The message was clear — this was more than just a mini-mall. This was a collaborative community.
Denise Elias, co-owner of LOLA New York, greeted Beltran warmly with the aforementioned welcome. The fashion boutique owner also shared a beautiful message digitally, introducing the med spa to her clientele on Instagram. Katy Vairo and Filomena Ambrosio, founders of Hair Hause, who had moved a few doors down from 392, celebrated Beltran’s soft opening on September 2 by personally delivering a stunning bouquet.
“Their efforts made me feel so welcome,” Beltran says “The beauty industry can feel a bit cutthroat. It was so nice to meet people who are raising each other up. It’s always nice to see woman business owners thriving, but it was even more compelling to see how they immediately invited me in to work together.”
But this was not the first sign of collaborative spirit for this small community-within-a-community on the outskirts of downtown White Plains. The tone was set by the fashionable co-founders of LOLA, Elias and Dawn Pasacreta.
The two were purchasing furniture for their first brick-and-mortar clothing and accessories boutique before they even found the space, and already had a built-in clientele through pop-up shops and parties in their community. But when they visited the space at 396 Mamaroneck Avenue, the only thing that seemed right was the price.
“The sidewalk was uneven, and the neighboring storefronts were empty,” Pasacreta says. “But this was a perfect location for our customer base and the rent was right. It’s our mission to keep our offerings priced so there’s a little bit for everyone. We really wanted to maintain the same experience for all of our customers.”
“We’re all here with the same goal — to help women look and feel their best. There’s something special about the location; the block is not only attracting women-owned businesses but also serving as the launching pad for women’s first businesses.”
—Dawn Pasacreta of LOLA
Over time, the vacant spaces gradually filled with new businesses and the aesthetic quickly improved. Kristy Fidanza was the first to join LOLA, establishing the full-service Plush Salon, where the future owners of Hair Hause both worked. Fidanza also provided a space for Meg-a-Lashes owner Megan Ryan to launch her eyelash business. When Fidanza shifted her focus to PlushBlow, with a blowout bar business model, she left the White Plains location, but encouraged Ryan, Cairo, and Ambrosio to carve out their own spaces on Mamaroneck Avenue.
Recognizing the benefit of the block, they took Fidanza’s advice. Ryan opened her first stand-alone location in 2014 and, seven years later, expanded Meg-a-Lashes to accommodate more customers. Araras Coffee & More also popped up in 2014, thanks to owners Celina Bredemann and Liz Marina Cardozo, offering authentic Brazilian snacks, sweets, coffees, and groceries. Cairo and Ambrosio opened Hair Hause in 2021 before relocating earlier this year to a bigger space a few doors down. And, in October, Elite Beauty Medical Spa hosted its grand opening.
The ladies of LOLA are credited with having welcomed them all, sweeping walkways in front of storefronts and bringing early-morning cups of coffee plus plenty of referrals.
“We call our block the Shoppes of White Plains,” says Pasacreta of LOLA. “We’re all here with the same goal — to help women look and feel their best. There’s something special about the location; the block is not only attracting women-owned businesses but also serving as the launching pad for women’s first businesses.”
The pay-it-forward attitude and collaboration continue to attract new companies. Hair Hause welcomed Samantha Levine, founder of Auburn Jewelry, in September. While she founded her permanent jewelry company in 2013, this is her first location in Westchester. “Denise and Dawn were my first wholesale customers,” Levine says. “When I added permanent jewelry to my services, they were the first to host a pop-up event. There, I met the ladies at Hair Hause, and everyone’s energy just matched. When they mentioned this space was available, it felt like the perfect fit to expand my services.”
While the warm welcomes and kindness have fostered a strong business support system, essential to all, the entrepreneurs unanimously cite their collaborative marketing efforts as a cornerstone of their success. Collaborative marketing, an innovative strategy that leverages each other’s marketing strengths, has been instrumental in increasing brand visibility, enhancing their companies’ reputations, and creating a strong consumer base.
“We’ve cross-promoted each other on social media, hosted pop-ups together, and created shared promotions for our customers and employees,” Vairo said. “But we all know nothing is more powerful than word-of-mouth [referrals]. We are constantly recommending our clients visit our neighbors.”
The aroma of fresh coffee wafts through the air as women stroll into Araras to grab their favorite brew before heading to Hair Hause. There, they indulge in a pampering session, transforming their locks into works of art. At LOLA, you’ll often find customers engrossed in shopping, their heads wrapped in colorful towels, as their hair color processes. Once their tresses are styled, they head straight to Meg-a-Lashes to complete their beauty regimen.
Meanwhile, the businesses’ Instagram group chat is brimming with ideas, shared hashtags, and plans for their next collaborative venture. The results are tangible. The “Shoppes of White Plains” have become the Westchester woman’s one-stop-shop for all things beauty; and new customers, no matter which business attracts them first, quickly become part of the community, as shared clientele for all.
The Shoppes of White Plains
Hair Hause
382 Mamaroneck Ave;
914.615.9700
Auburn Jewelry
(located inside Hair Hause)
382 Mamaroneck Ave;
914.960.1923
Meg-a-Lashes Westchester
390 Mamaroneck Ave;
914.373.8528
Elite Beauty Medical Spa
392 Mamaroneck Ave;
914.559.9172
LOLA New York
396 Mamaroneck Ave;
914.358.1314
Kyung’s Market
416 Mamaroneck Ave;
914.761.5206
Araras Coffee & More
408 Mamaroneck Ave;
914.831.5439
Purple Owl Dispensary
405 Mamaroneck Ave;
914.297.2443
The Collaborative Advantage
Level-up your brand with collaborative marketing. The approach enhances brand awareness, customer satisfaction, and loyalty through mutually beneficial partnerships. By collaborating with other businesses, companies can increase their brand’s exposure and improve their reputation. The business owners behind The Shoppes of White Plains offer these tips:
Team up and thrive. Collaborative marketing is a gamechanger. By joining forces with other brands, you can boost your visibility, shine a spotlight on your reputation, and reach a broader audience. “You want to see your neighbors succeed and grow,” Ryan says. “You create this great ecosystem. It’s not easy to open your own business. Just be kind to each other. Introduce yourself. Share resources. Help each other out”.
Pick your partners wisely. Successful partnerships are built on shared goals, values, and a mutual understanding of your target audience. “We are so lucky — the ladies at LOLA and Megan — we are all hustlers,” Ambrosio says. “Whenever we collaborate, everyone has the same mindset. Everyone pulls their own weight”.
Sharing is caring. Collaborations can involve shared advertising campaigns, shared events, and the development of innovative, joint products. “We worked with the ladies at Araras to create a pink LOLA drink. Whenever someone came in with the drink, they received 10% off their purchase,” says Elias. “Cross promotions bring us closer together as a community”.
Related: These Blowout Bars Deliver Haute Hairstyles in Westchester
