Joanna Almond’s passion for style sparks a fashion business that’s on the move.
Make your way along the picturesque Eastern Shore of Mobile Bay in southern Alabama, and you’re likely to come across Joanna Almond and her mobile shopping experience, The Wandering Lilly. Neatly arranged inside a refurbished bread truck, trendy apparel and unique jewelry await eager customers. Joanna’s unmistakable aquamarine truck wanders across several cities to serve modern shoppers in unexpected places, from hair salons and apartment complexes to local hospitals and special events.
Before the 2014 birth of her daughter, Lilly, the business’ namesake, Joanna dreamed of trading her full-time job for an entrepreneurial venture. With striking blue and gold paint on the outside and custom built-in hanging racks and vintage details on the inside, a delivery truck deemed passé blossomed into a beloved boutique on wheels.
“It’s like you’re walking into a Tiffany-blue UPS truck,” says Joanna, who describes the shop as “girly with a touch of street style.” She chose a minimal décor approach in the hopes of inspiring curiosity. “I want people to be intrigued as they walk by and come up to ask what it is I’m selling.”
Although boutiques on wheels are becoming more commonplace, Joanna struggled in the beginning to explain her intentions for The Wandering Lilly. “It was hard describing my business to people, because they didn’t understand the concept,” she says. When applying for her business license, she resorted to printing photos of other fashion trucks she had seen on the Internet just so people could better understand her business model.
Now, The Wandering Lilly has a consistently full schedule for whole months at a time. While she appreciates and enjoys all of her venues, Joanna admits that her favorite locale to date was Mobile Fashion Week. The truck was parked inside a glamorized warehouse, surrounded by professional models gracing the catwalk. “The entire atmosphere felt like I was in downtown New York City at an exclusive warehouse party,” she recalls.
But these glitzy moments are only a small perk of her traveling boutique—the biggest one, ultimately, is added time with her two small children. “They get to see me working, and I get to see them grow up,” she explains. She has managed to strike a rhythmic balance between motherhood and running a business, combining her passion for style with her desire to offer women a personalized shopping experience. And if her lovely truck does not lure you in to browse stylish and affordable fashions, Joanna’s contagious smile and gracious hospitality surely will.
For more information, visit facebook.com/TheWanderingLilly.
By Ashley Shaw
Photography by Caitlen Babb Photography
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