The Viola Boutique
Isabella Viola, founder of The Viola Boutique, carries forward a remarkable family legacy that began in 1968 Bologna when her father opened the original boutique. Drawing inspiration from her father's curated collection of Celine bags from Paris and vintage American pieces, Isabella has reimagined The Viola Boutique for a new generation while maintaining its essence of joy in discovering special, rare, and colorful treasures.
What memories do you have of the original Viola Boutique in Bologna, and how have you incorporated elements of your father's vision into your business?
My father opened The Viola Boutique in 1968, through his stories I was able to understand what kind of clothes and accessories he was selling, for example Celine bags from Paris, vintage clothes from the US. Just like me, he always found so much joy in curating special, rare and colorful pieces.
Was there a particular moment that made you decide it was time to “re-open” Viola Boutique?
I’ve always had a passion for vintage clothes and accessories and I always knew that I wanted to start my own business at some point. Shortly after I graduated from FIT I decided I was going to open my own vintage shop online and when it came time to choose the name—I couldn’t think of a better way to honor my father than by “re-opening” The Viola Boutique.
How has Italian design and culture influenced your approach to curating vintage fashion?
I believe that my Italian background has influenced how I select and curate pieces because in the back of my mind I always think, “Can I imagine a young Italian lady from the 1960’s wearing this?” “Is it Dolce Vita style?” And if the answer is yes I don’t think twice and I purchase it.
What was the most meaningful piece of advice your father shared about running a boutique that you've applied to your business?
Out of all the advice that my father gave me about running a boutique, what stood out to me the most is the reminder to have fun. It’s a job, but at the same time my biggest passion! He told me to enjoy the process of sourcing, the rest will come naturally.
How do you incorporate “la dolce vita” into your daily life?
I never plan my outfits, I wake up and I just gravitate toward something colorful and comfortable.
What are your goals for Viola Boutique in 2025?
I would love to expand The Viola Boutique, I will be doing more vintage shows, building my community on House Codes, collaborating and lending my pieces for photoshoots and runways.