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Oooooh, a fresh new private label at Ooh la la Boutiques

An airy pleated dress in brilliant colors is

An airy pleated dress in brilliant colors is a sample of the offerings from the new Ooh la la private label. It sells for $100. Credit: Handout

As superstorm Sandy bore down on three of her five stores, Ooh la la Boutiques owner Jenny Montiglio had a choice to make. Go forward with a private label that she had in the works, or forget about it, and take care of the issues .?.?. many .?.?. at hand.

Montiglio, 35, a Babylon resident, opted in for the private label despite significant economic strain caused by physical damage to her boutiques in Babylon and Long Beach, and on Fire Island. This month, she proudly introduced her own Ooh la la label, adding it to the chain’s sassy fashion mix of brands that include Blank, Tano, Seychelles, Indah and BB Dakota.

So why a private label? Montiglio, who opened the first of her stores seven years ago, said, “Before I had the stores, I spent seven years in the garment industry in production, and a private label allows us to keep it structured and offer the customer easy, affordable prices.”

The new Ooh la la collection is comprised of more than 50 products including dresses, skirts, shorts, pants, shirts and sweaters with prices that range from $18 - $100, many with a flirty-meets-trendy vibe.

Montiglio thought long and hard about the store’s customers during the design process. Who are they? “They are from ages 20 to 60 -- young professionals to moms to grandmas,” she said. Based on a sampling of “celeb” shoppers this seems to be true. Notables include Jill Zarin, formerly of Bravo's “Real Housewives of New York City," Lohan mother-daughter team Dina and Aliana, and Jenni Farley, aka JWoww. Montiglio believes the store’s tagline sums it up, “sexy, hip, funky, feminine and gorgeous.“

Definitely worth checking out, there are Ooh la la locations in Long Beach, Babylon, Sayville and Huntington. Ocean Beach on Fire Island will be opening up sometime in May. For more information and addresses go to

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