We recently connected with Abby Vitale and have shared our conversation below.

Abby , thanks for taking the time to share your stories with us today Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

My father and I have always shared a passion for sneakers and fashion, so when the chance to attend a local sneaker convention came up, we were thrilled! Once there, I found so many shoes I wanted, but no one had my size—and worse, no one seemed interested in dealing with a woman trying to buy sneakers. That’s when it hit us: there should be a space where women feel welcome and can find shoes that actually fit them.

This mission is deeply meaningful to us because every time we welcome a new customer, they’re excited to finally have a sneaker store that caters directly to them. We strive to meet our customers wherever they are in their sneaker journey. Whether they’re purchasing their first pair of Jordans, Dunks, or another popular style, we guide them through the process, offering advice on sizing, comfort, and style to ensure they feel confident in their choices.

Abby , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Lilac Blonde began in 2021, as an online business specializing in the resale of popular sneakers in women’s sizes. We remain the only resale shop dedicated to this niche. Since our start, we’ve grown by opening a physical location, which has allowed us to expand our offerings further.

Today, we partner with several well-known brands, including Stance Socks, RESHOEVN8R, Junk Food Clothing, etc. to curate a unique selection of apparel both in-store and online. We’ve also broadened our footwear selection, adapting quickly to shifts in the market—a flexibility that being a resale business affords us.

What we’re most proud of is creating a space for women in the sneaker community, a group that is often overlooked. At Lilac Blonde, women are the priority. We want them to know they are valued in this market. Women love sneakers, and they deserve a business that centers their preferences and needs.

Our commitment to women extends beyond the sneaker world. As someone who has faced personal health challenges, and being named after my great aunt who passed away from breast cancer, Lilac Blonde donates 5% of our monthly profits to the National Breast Cancer Foundation. Additionally, we support educators by fulfilling teacher wishlists each year, recognizing that many of our customers are part of the teaching community.

How’d you build such a strong reputation within your market?

When launching our resale brand, building authenticity and trust with our customers was essential for creating a lasting business. From the beginning, no one else was doing what we were, so we had to establish a reputation for selling authentic products and being a reliable company. This process took considerable time, and we still address questions about authenticity from new customers. However, by leveraging customer reviews on our website and cultivating a strong community on Instagram, we’ve been able to reassure buyers and solidify our reputation.

Another challenge we encountered was sourcing inventory in women’s sizes, as the market was largely focused on men’s sizing. We had to demonstrate our value to convince suppliers to adjust their models and cater to our needs. Since then, our growing buying power and reputation have encouraged suppliers to stock more women’s sizes, creating a significant shift in the sneaker community.

Can you share a story from your journey that illustrates your resilience?

Lilac Blonde began as an experiment—we weren’t sure if women would be interested in a sneaker experience tailored just for them. In the first few months, we struggled to attract customers and often questioned whether we should continue. It was disheartening to go days without a single order, feeling like our experiment had failed.

Things changed a few months in when several female sneakerheads with large Instagram followings took notice of what we were doing. They were excited about the space we were creating for women in the sneaker community, and with their support, we started to grow. Collaborating with them helped us build our Instagram presence, which in turn boosted our customer base. I still remember the excitement of receiving nine orders in one day—a milestone that felt monumental at the time. Now, nine orders in a day would be considered slow as we continue to grow and expand.

This journey taught us the importance of perseverance and the value of community support in building a business

Contact Info:

• Website: https://www.lilacblonde.com
• Instagram: lilac_blonde
• Facebook: https://www.facebook.com/lilacblondefb/
• Linkedin: https://www.linkedin.com/in/abbyvitale
• Other: Tiktok: https://www.tiktok.com/@lilac_blonde?lang=en

Image Credits

Amanda Renzulli
Erin Kay
Indianapolis Monthly