When Beth LaMure closed her production company, which specialized in music videos, she was left with a wardrobe of more than 4,000 vintage pieces, mainly from the 50s through the 80s. “I knew someday I’d do something with them,” said the gregarious LaMure. “But I’m a procrastinator, so I paid for storage for eight years.”
Finally, at the urging of a friend, she opened a shop on Melrose near the Pacific Design Center. “But I always felt that Larchmont was the place to be. I love, love, love the small town feel having myself grown up in a small town where Main St. was where we all went to shop.”
LaMure recently hosted a grand opening celebration at Simply Vintageous’ new home at 128½ N. Larchmont Blvd. The space is teeming with beautiful, vintage clothing from hostess gowns to caftans, hot pants and rompers to dresses and evening gowns.
“People often ask for Halston, Gucci. But vintage is so much better than today’s couture. It’s amazing how beautifully made everyday pieces were back when we didn’t have mass production using crappy material,” said LaMure.
“I get excited about every single piece—even Montgomery Ward vintage—with old department store tags,” she added. And it’s those pieces that allow her to keep her prices reasonable, with many items selling in the $100 to $300 price range. “A young girl found her prom dress here yesterday, and I’ve also outfitted people for the Academy Awards and Golden Globes,” she said.
In addition, the shop stocks an assortment of never-worn Lucie Ann lingerie, scarves by Charles Rosenberg and M. Andonia handbags, both created using vintage fabric.
There’s also really pretty Liberty of London wristlets and tablet covers with contrasting linings by Carter Jones custom made for LaMure by casting director and local resident Allison Jones and her business partner, Judy Carter, as well as petite Penelope parasols made of silk, a hardwood shaft and brass-finish handle, cap and tip.
“Stop in and look around,” invites LaMure. “We have beautiful pieces, but we’re not snooty. We’re kid-friendly and dog-friendly, and we want our customers to have a fun shopping experience.