To: sbaucknecht@post-gazette.
com
Subject: Deck your halls with new pieces from Lane 51
News Release
For Immediate Release
Nov. 10, 2021
PITTSBURGH - Sip, shop, and support local businesses this holiday season! Lane 51 Boutique
is holding open showroom hours right before the holiday. On Wednesday, Dec. 22, you can join
us from 6-8 p.m. for a night of refreshments, browsing and socializing. The event will be held at
the Lane 51 showroom in Wexford, Pa.
During this event, you will have access to the newest styles from Lane 51, as well as staple
pieces from the site. The owner, Laura Esposito, will be there to assist with sizing and styling as
well.
The pieces are first come, first serve as there is limited stock. Pieces are sold in small, medium
and large.
If you are not able to make the event, you can always schedule an appointment to view the
showroom another day. To make an appointment, you can call or email Esposito using the
website.
Champagne and some sweet treats will be provided during the event, but feel free to bring your
own in case of allergy.. Lane 51 accepts all credit cards including American Express as well as
Venmo and Apple Pay.
###
Lane 51 is boutique fashion handpicked for your everyday living. We understand that when you
look good, you feel good and that confidence can help you take on the world. We bring you the
comfort of home to your day-to-day wear.
For more information:
Laura Esposito
Owner
laura@lane51.com
Pitch Letter
To: sbaucknecht@post-gazette.com
Subject: Local boutique owner strives to empower moms
Ms. Baucknecht:
Every woman strives to find the perfect outfit. Whether it is jeans and a t-shirt or a unique
patterned dress, clothes that fit right and look good make a woman feel like she can take on
anything. The problem is most stores and boutiques in the area do not offer any kind of help to
find these items for your closet.
Lane 51 Boutique is the exception. Lane 51 is a Pittsburgh-based boutique that brings the
comfort of home to everyday wear. Although the boutique is primarily online, there are other
ways you can experience it as well. The owner, Laura Esposito, holds showrooms out of her
home in Wexford along with client styling sessions where she offers advice on incorporating
styles and helps to assist with sizing and picking out pieces.
I truly believe Lane 51 Boutique would be a great choice for your “Fashion Finds of the Week”
column. Esposito has such a personal connection to all of her clients and really strives to create
moments that these ladies will never forget. If this is of interest, and you would like to schedule
an interview with her, you can send an email to the contact information attached. She would be
delighted to work with you.
I will send a follow-up in a few days to answer any further questions, or to see if I may be of any
help on this story.
Looking forward to hearing from you,
Laura Esposito
###
For more information:
Laura Esposito
Owner
Laura@lane51.com
310-903-9811
To: sbaucknecht@post-gazette.com
Backgrounder
For Immediate Release
Nov. 10, 2021
Lane 51 Boutique
For most of her life, Laura Esposito has dreamed of opening her own boutique. Growing up, she
loved fashion and everything surrounding it. The business side and the form of expression that
clothes serve as. She has worked in and out of fashion retail, whether on the floor or behind the
scenes. When working at Stitchfix, Esposito loved the environment and feedback she received
but she hated that her clients felt unheard and she didn’t have the inventory to meet their needs.
So in 2019, Lane 51 Boutique was born.
Lane 51 is an affordable boutique based on comfort and style. You shouldn’t have to break the
bank to look and feel good. That is why nothing on our site is over $100. We pride ourselves on
being affordable in an industry that charges too much. Currently, Lane 51 only ships within the
U. S.
Creating Lane 51 took a lot of work. Laura
spent a lot of time researching colors, logos
and wholesalers. Before Covid-19 shut
everything down, she had just transformed
the front of her house into a showroom.
Although she was not able to hold any
in-person events, it made a great
background for the store’s virtual events.
The site is equipped with a blog and an
interview series.
The name for Lane 51 actually comes from
her full initials, and the 51 comes from the address of her
childhood home. She wanted the name of the brand to be
something personal. Esposito’s mom came up with the suggestion and she knew it was right.
The Message
The main idea behind the brand is that it brings the comfort of home to what you wear everyday.
Esposito understands what it is like to be on the go, or just wanting to look good in the comfort
of your own home. She truly believes clothes are more than just what you wear, it is a form of
expression. If you look good, you feel good and she wants to make her clients feel that way
every time they purchase from Lane 51 Boutique. Whether you like bold statement pieces or
basics, we have the right clothes for you.
Services
The boutique is primarily online because not all shoppers are local to the Pittsburgh area.
Esposito is able to work from the comfort of her own home, and shoppers can have their pieces
shipped right to their door. In addition to our online site, she also hosts live shopping events via
Instagram and Facebook so the clients can have first looks at the new collections.
She hosts open showrooms right out of her house in Wexford where clients can come and shop.
Out of the showroom, Esposito hosts in-person events and client styling sessions. Both are by
appointment only and are free to schedule at any time. Styling sessions go a bit more in depth, as
she pulls pieces beforehand and also asks the clients to bring in their favorite pieces of their own
to get to know their style better. Showroom visits are just an opportunity to shop in person.
Esposito also opens her home to parties. Guests can enjoy a day or night of shopping from the
showroom while hosting a party. There are many different packages available. These packages
include decor, food and beverages and more for different themes or occasions such as bridal
showers or . To book a party, guests would have to make an appointment through the website.
Products
Lane 51 sells clothing, accessories and jewelry. Lane 51 carries activewear, denim and outerwear
collections as well. The accessories department includes items such as bags and belts. Customers
can also purchase a gift card through the website. There is a $10 minimum and an $100 dollar
maximum on gift card purchases.
About the Owner
Laura Esposito is a business owner, mom to a little boy, and wife to Greg. Originally from Ohio,
she graduated from Ohio University with a bachelor’s degree in fashion merchandising and a
minor in business. From there, she interned at high-end stores and even worked for a few
designers. After Esposito and her husband welcomed their son, she decided to start Stitchfix and
quit working in the front end of retail.
Biographical Sketch
NOT FOR RELEASE
Dec. 8, 2021
Laura Esposito
Owner
Meet Laura Esposito, founder and sole owner of Lane 51 Boutique. Lane 51 is an online
boutique dedicated to bringing comfort to everyday wear.
She manages the site and the social media, keeps the books, does inventory and so much more.
In addition to Lane 51, Laura is also a micro influencer in the Pittsburgh area. Her Instagram,
@the_wexford_housewife, has over 2,500 followers. There she shares photos of her life, along
with candid moments with her husband and son.
Laura earned her bachelor’s degree with a major in fashion
merchandising and a minor in business. While in college, she
interned at Cejon Accessories, a wholesale company that works
with designers and department stores, in New York City. She
also interned at BCBG Max Azria in Los Angeles as an
assistant buyer.
She moved to Los Angeles, and worked with two different
designers. She worked at their store fronts and helped assist
with behind the scene issues as well. Eventually, she moved
back to Ohio and became a sales supervisor with Lacoste and
got offered a promotion which relocated her to Pittsburgh.
After she had her son, Laura ended up quitting storefront
retail and started working for Stitchfix. Stitchfix is an
online styling service that personalizes clothing items
based on budget, size and style. Although she enjoyed the journey, she wanted to be able to do
more for her clients she acquired from her job. Laura then started working on Lane 51 and
launched the site in 2019. With the boutique she was able to work from the comfort of her own
home while pursuing her dream.
Aside from being a business owner, Laura is mom to a seven-year-old son, and wife to Greg. Her
husband also owns his own business. Laura enjoys family time, dinner and drinks with her
girlfriends and Mexican food.
To: sabaucknecht@post-gazette.com
Subject: Lane 51 Question and Answer
Q&A
NOT FOR RELEASE
Dec. 8, 2021
How did you come up with the idea for Lane 51?
I went to school for Fashion Merchandising with the dream of one day opening my own
boutique. I spent time in New York City working with a wholesale accessory company as well as
fashion designers in Los Angeles. I've worked in-store retail and at a corporate level. I've seen
the ins and outs of fashion retail and though I thought I'd open my own brick & mortar
technology has made it easy for me to fulfill my dream from the comfort of my home. That's the
whole idea behind Lane 51. It's bringing the comfort of home to what you wear every day. I want
you to feel just as comfortable in your clothing as you do in the comfort of your home. I'm also
opening up my home to you. Whether it be virtually or in-person, I'm inviting clients to enter my
home via the Showroom.
Why did you leave Stitchfix, and what made you decide to start your own brand?
I worked as a stylist for Stitch Fix for over three years. I loved the environment when I worked
there, but I didn't like the lack of control I had over inventory. It seemed as each season changed,
we had huge holes in our inventory assortment i.e. sweaters and heavy jackets in the summer
instead of shorts and dresses and vice versa. I hated that clients felt unheard so that's when the
Lane 51 lightbulb went off.
What was the process of creating the brand like?
Creating Lane 51 took a lot of research making sure everything was legal with the state such as
business license, taxes, and website hosting. I also spent a lot of time researching brand colors,
logos, and different wholesalers to work with. I created the website myself through Shopify and
spent the first year of business focusing on in-person pop-ups. Right before Covid shut
everything down I turned the front room of my home into the official Lane 51 Showroom.
Though I wasn't able to entertain in-person events as planned, it was a great space to host virtual
pop-ups. This past spring, I hired a branding company to help give the website a refresh. As with
anything, Lane 51 is constantly growing and evolving. I've introduced an activewear line called
Go-Active by Lane 51 and am hoping to offer extended sizing in 2022. Everything that is done
for The Lane is thoughtfully processed. I take pride in my clothing and the brand.
How are your clothes made/which kind of business model do you use ? (dropshipping,
wholesale, etc)
I work closely with different wholesale manufacturers and distributors. Everything gets sent to
me first so I can personally do quality checks.
How did you come up with the name and the message for your boutique?
The name Lane 51 stands for my full initials, Laura Ashley Nedveski Esposito, and my home
address growing up, 51. Over the years I've learned that a great outfit can be life changing. If you
feel good, you look good. It helps you exude confidence which can help in social situations,
work environments and well, just life in general.
Is it difficult to do this all on your own?
It can be. It can be lonely and unmotivated at times. I think the hardest thing is juggling all of my
other responsibilities around Lane 51. I also work for my husband's business, am a mom to a
very active 7-year-old boy and try to stay active in my networking groups.
There are a lot of boutiques across Pittsburgh. What makes yours stand out?
Me. I feel that I'm what helps Lane 51 stand out. As previously mentioned, I take pride in
making women feel their best. I make sure everything I offer is of the best quality and at a great
price. Nothing is priced over $100. I want you to look good & feel good without breaking the
bank. If you attend an in-person event I go out of my way to make sure you feel welcome and
seen. I want you to feel good about shopping on The Lane.
Can you clarify the difference between your showroom/styling sessions? Do you
automatically style clients when they come to the showroom or is it via appointment only?
Whether you want to just shop my showroom or receive a styling session, you have to book an
appointment. Both are free to schedule, but a styling session is more involved. I pull outfits
ahead of time and ask you to bring staples from your current wardrobe that we can piece
together. If I don't have what a client is looking for like a formal or special occasion dress, I will
gather possible options from other boutiques or online sources.
Twitter:
1. #Sweaterweather is just around the corner and Lane 51 has many to choose from! Shop
our latest fall finds on https://bit.ly/3GoBfWM.
2. Looking for a pair of lightweight pants that aren’t your old sweatpants from college that
you wear around the house but are just as comfortable? Check out our Sexy Sequin
Pants! Find them here: https://bit.ly/3rOkobV.
3. #Homefortheholidays? Us too! Shop our site now for gifts for all the fashionistas in your
life. RT if you love being the best dressed in your own living room.
4. All is bright during December, and you should be too. Sparkle like the snow in our
Center Stage Sequin Dress. Take a look here: https://bit.ly/3ESV1ZI
5. Baby, It’s Cold Outside which means time to #bundleup. New to layering or not sure
what looks good together? Click the link to check out our blog post all about layers:
https://bit.ly/3BS9C5G
Facebook:
1. Loving our new holiday collection? Snap a pic of you wearing your favorite holiday
piece from Lane 51 Boutique, tag us and we’ll share it on our page! Haven’t gotten a
chance to see the collection? Click now: https://lane51.com
2. Hi beautiful! If you haven’t subscribed to our mailing list what are you waiting for? Sign
up now and receive a code for 10% off your next purchase! https://lane51.com
3. Are you looking to dress up the basics in your wardrobe? Look no further! Tap that link
now to shop our #Fiercefashions full of animal prints and fun graphics to keep you
looking wild and free. Don’t forget to tag us!
https://lane51.com/collections/fierce-feminine.
4. Not loving your purchase or got the wrong size? That’s okay, happens to the best of us!
Click here to read our return and refund policy: https://lane51.com/policies/refund-policy
5. Don’t know your size or just want to enjoy a fun day of shopping? Come visit our
showroom! To schedule an appointment, you can call or text 310-903-9811 and book
your day of fabulous fun!
Blog:
The Wardrobe Essentials: Activewear
By Laura Esposito
Activewear is not solely for working out. Athleisure has been all the rage the past few years. It
should be functional, but still stylish for the girl on the go. Whether it is just a zip-up hoodie or a
well-fitting pair of leggings, it gives a relaxed look while still looking put together.
A staple piece of activewear every woman should have is a pair of joggers. You can wear them
with sneakers to run errands, or pair them with heels for a chill night out. Whatever the case, our
Loose Fit Joggers are fleece-lined to keep you warm accompanied by working side pockets and a
wide elastic waistband so you can keep up with those kids on the run.
Although leggings have gone out of style, they are still a staple in my mind. Again, comfortable
enough to lounge around in but also durable enough to withstand those intense workouts, they
are wearable for every occasion. Lane 51’s Signature Mesh Leggings add a bit of spice to your
plain leggings with mesh panels on the calf that let you show a little bit of skin. They are also
designed with moisture wick fabric, side pockets to hold your keys or phone and back zipper
pockets for extra storage.
You can never go wrong with a nice hoodie. No matter the color or style, hoodies are closet
basics that will never go out of style. Our Go-Active collection features a few different styles and
colors to keep you warm and cozy all year long.
What’s your favorite piece of activewear? Like for leggings, leave a comment for joggers, or
share for running shorts.
Lane 51 Radio PSAs
Title: Gift Cards
Client: Lane 51 Boutique
Length: 15s
Audio
Christmas Not sure what to get your fashion forward friends this Christmas? Gift
Harmonics plays in them a gift card from Lane 51Boutique! Visit WWW DOT Lane51
background DOT com now and have a virtual gift card sent straight to their email.
Gift card purchases require a minimum of ten dollars and a maximum
of 100 dollars.
Title: Lane 51 Promo
Client: Lane 51
Length: 30s
Audio
Ladies, stop getting stuck in a fashion rut and shop at Lane 51 Boutique!
There are many ways to experience The Lane. You can browse our
website, make an appointment to view our showroom in Wexford, or
come to one of the many live events on our Facebook and Instagram.
At Lane 51, we care about bringing the comfort of home to the clothes
you wear everyday. We also don’t want you to break the bank, so
nothing is over $100.
To shop, book an appointment or for more information on Lane 51, you
can visit www dot Lane 51 dot com or email laura at lane 51 dot com.
Title: Lane 51 Christmas Promo
Client: Lane 51 Boutique
Length: 15s
Video Audio
*UPBEAT Christmas MUSIC* When it comes to feeling confident, the right
outfit can say a lot about how you are feeling.
Woman in sweats and a dirty T-shirt picks up
a package from the doorstep. She looks
depressed and defeated. She closes the door to
go back inside.
Christmas lights are on and snow is falling
*UPBEAT Christmas MUSIC* This holiday season, Lane 51 Boutique can
help you shine brighter than the lights on your
Woman now with hair done and in dress from tree. Bring the sparkle to the party when you
Lane 51 buy from Lane 51 Boutique. Visit www dot
Lane 51 dot com slash collections to see our
Around Christmas tree with dinner guests, assortment of formal and cocktail pieces.
glass of wine in hand looking happy and
laughing
At the end focus to blur.
TV PSAs
Title: Go Active
Client: Lane 51 Boutique
Length: 30s
Video Audio
Start with plain white background
Flash words “GO Active” in blue text on
screen.
*UPTEMPO MUSIC*
Start montage of women in Lane 51 Looking to get active for 2022? Go active
activewear pieces. with Lane 51 Boutique! From our high waist,
moisture wick leggings to 4-way stretch fabric
Multiple women squatting, running, and sports bras, we have all your ath-lee-zher
doing different workouts. wear needs.
*UPTEMPO MUSIC*
Women in competing brand athletic wear, Unlike other brands, we don’t charge sky high
looking upset. prices to keep you looking good and feeling
good.
She empties wallet out on ground.
*UPTEMPO MUSIC*
Women all lined up together in Lane 51 Visit www dot Lane51 dot com now to shop
Activewear. our Go Active line and receive a code for
10% off your purchase when you subscribe to
Women are hugging and smiling. our mailing list. Happy shopping!
*UPTEMPO MUSIC*
