Boston Burbs: Viola Lovely

On weekends it’s important to realize that just outside of Boston lie some Spreedia-green pastures. No, not just Cambridge. Cross that bridge, and keep going.

Topping my list of Boston suburb boutiques is Viola Lovely in Concord, MA. I paid a visit to their store in late August and was instantly smitten—you can tell when I start petting things around the store (the least of which was owner Lisa Cancelli’s adorable weimaraner).

There are in fact two Viola locations (the original, which is significantly larger, is in Wenham, MA), but I hit up the one in Concord, hoping to pair it with a visit to the Concord Museum which just wrapped up an Annie Liebovitz exhibit. The Concord location started out as an extension of the original shop, and was mainly comprised of shoes and accessories until the people of Concord said “clothing!” and so, clothing they had. The brands are luxurious, and both boutiques are packed with emerging designers that you won’t find in department stores: Handbags by Tila March and Jerome Dryfuss, denim by Mother, boots by Golden Goose, scarves by Leigh & Luca, and clothing by Yigal Azrouël, Veronica Beard, Giada Forte, Smythe, and everything else I could ask for in a closet.