Diana Lynn Fashion, Lamar Chamber’s Business of the Month

Downtown Lamar has recently gotten brighter with the help of a new pink and purple storefront. Diana Lynn Fashion, located at 211 S. Main St. in Lamar, celebrates its First Birthday in Downtown Lamar this April and also celebrates being April’s Chamber Business of the Month.

Founded in November, 2014 by Diana Smith Woller, Diana Lynn Fashion has become the newest fashion retailer to call Downtown Lamar home. A transplant from Arkansas, Diana envisioned a boutique whose mission would become to offer all women affordable, fun fashion, regardless of size.  But Diana’s vision could not be fulfilled without the help of her General Manager Cassie Looper who transplanted to Lamar two years ago to help take on the new business adventure.  Prior to the store renovation and grand opening in April 2015, the business operated on an invitation only sales plan from the Wolves Den Event Center until the renovation was complete and DLF opened its doors on April 18, 2015.

Since opening its doors less than a year ago, DLF is now staffed with a store manager, full-time marketing and advertising coordinator, web developer/photographer, administrative assistant and part-time sales associate. DLF doesn’t see the growth stopping anytime soon and is excited for its new updated website for e-commerce development. DianaLynnFashion.com features all of the clothes and accessories found in the store and we feature local models for our brand.

Diana always dreamed of owning her own clothing boutique and was always encouraged to “think big” by her late mother, Vicky Lynn, who passed away several years ago after a long, courageous battle with cancer. Vicky Lynn Smith, for whom Diana Lynn Fashion gets its middle name, and her struggle with cancer, has impelled Diana and DLF to begin a non-profit organization called Wiigs, to help cancer patients receive wigs, mastectomy bras and other prosthetics that are expensive and not always fully covered under insurance.

Open every day except Sunday, DLF offers a wide selection of fun, fashionable and budget conscious clothes for our juniors, miss and plus size clientele. DLF also has an extensive gown room, carrying many different styles of dresses to rent and/or buy, and is an authorized dealer for Ascot Tuxedo Rentals.

Diana and Diana Lynn Fashion invites all merchants to attend the monthly Lamar Merchants Meetings, held at a different local merchant each month. This month’s meeting will be held at Diana Lynn Fashion on April 12 at 5:45 p.m. Diana Lynn Fashion and its associates believe in the local trade and economy and attending a meeting is a great way to invest in Lamar.