Aerin Lauder usually celebrates Memorial Day with a lobster dinner at her Wainscott home. This year, the founder and creative director of the will also spend the holiday weekend feting the opening of her brand's East Hampton boutique, which joins locations in Palm Beach and Southampton (and, by appointment only, in New York City).
Situated in the former home of the Monogram Shop on Newtown Lane, the store will offer a mix of Hamptons-ready products from Aerin’s beauty, home, and accessories lines; items from her second collection with Williams Sonoma; and pieces from smaller labels, like dresses by Three Graces London and straw sandals from Carrie Forbes.
Lauder worked with ED A-Lister Daniel Romualdez to create a surf-inspired decor, mi vintage wicker chairs and Pierre Frey curtains with shell- and coral-textured lighting from her own line. “I love these jewel-box spaces that don’t feel super big,” Lauder says. “Our concept is about creating an experience of surprise and delight.”