Jolana NYC Co-Founder: Lara Tyler

Jolana NYC is a mother–daughter–run handbag label based in New York, brand built on intention, resilience, and collaboration. Co-founder Lara Tyler first entered the world of handbag design in 2006, when she launched an independent boutique with her best friend. She spent years hustling — attending trade shows, connecting with buyers, and refining her craft — until the 2008 financial crash forced the business to close.

Years later, in 2024, Lara revived her creative vision with her daughter Olivia, who now leads the brand’s design and aesthetic direction while Lara oversees business operations. Together, they’ve built something deeply personal and sustainable — an independent label grounded in slow fashion, integrity, and a shared creative language. Jolana NYC represents the endurance of creative spirit, the bond between generations, and the ongoing evolution of New York’s independent design scene.

As someone who’s watched the fashion industry shift dramatically over the past two decades, Lara has a unique perspective on what it means to start over — and to build something that lasts. I had the pleasure of sitting down with her to discuss the journey behind Jolana NYC, the realities of running an independent brand, and what it takes to stay true to your vision in a constantly changing industry.

–

When you think back to the early stages of building the brand, what was the hardest part of turning your creative vision into something tangible and sustainable?

Tyler: “The hardest part was rebuilding a brand with a completely new landscape. When I had my business back in 2006, social media wasn't part of how brands are built, and direct-to-consumer models were just emerging. The way you build a brand was to attend trade shows and sell to stores, produce twice a year with large orders. Which also meant predicting reorders because you didn't have the flexibility to place a small order. That was challenging in 2006 because you had to have cash and a good sense of what products to produce. So this time I knew I wanted to do everything differently. So we decided to commit to small batches, which was great on cashflow and great for the environment, but how are we also had to keep in mind how we were gonna fulfill orders if we sell out? Are people gonna wait? Are they actually, if people, are they actually going to put their name on a wait list? Are people going to really pre-order? Having to ask yourself all of these questions kind of sounds crazy, especially for me. I mean, my mindset was the old business model. If you asked me back in 2006, ‘do you imagine a business working this way?  You make small orders and then people have to wait for their product.’ I would have said that's crazy. But of course, that's fully embraced now, especially because we're more cognizant of the environment and of excess waste and mass production. And also incorporating social media–I had just started Instagram when we launched. I had to learn everything. Of course, Olivia was on social media all the time, but I wasn't. So the challenge there was how do you build a brand through social media? In terms of being authentic and also focusing on engagement. So that was a big learning curve, but I think we're certainly on the right trajectory.”

What have you learned from watching your daughter's creative process?

Tyler: “When I saw Olivia on the very first shoot that we did, she turned very serious. So I saw her in a completely new light–she was in business mode, creative, but also very focused. So she didn't excess background noise or things like that because she was so focused on the models, angles and lighting. There were a million things going through her head that I couldn't fully understand at the time. I certainly understand it now and the level of responsibility. In our case, Olivia was responsible for being the cinematographer, the producer, the stylist. I was there of course and helping, but she was really running the show. So it was very, very interesting watching her shift into gear and juggle all these different roles. At the time, I also didn't have an understanding of how editing was valuable, but now I know editing is as a craft–it's incredible. When Olivia takes all this footage, it takes a tremendous amount of time to edit it and add her secret sauce. We've got a lot of positive feedback from the imagery because it is an extension of Olivia–she loves vintage aesthetics and she's skilled in 35 millimeter visuals. So back to your original question, I appreciate her talent, focus and, creativity.”

Building a brand from the ground up, especially an independent label can be daunting. What has kept you grounded and motivated through uncertainty?

Tyler: “Building a brand from the ground up can be daunting, and there have been plenty of moments where things felt unclear -  learning new platforms, navigating production challenges, and growing the brand’s voice hasn’t been easy. But I’ve learned that confidence doesn’t always mean having all the answers. Sometimes it’s about having an almost unrealistic belief in what you’re building, because you can see where it’s meant to go. I have a clear vision for Jolana, and that vision is what keeps me motivated. I’m ready for challenges -  in fact, I embrace them. Seeing people connect with the brand reminds me that we’re creating something real and lasting. And having Olivia by my side keeps that inspiration alive every day. I also think part of being an entrepreneur is embracing uncertainty and being comfortable. And I am, oddly enough.”

Do you think Jolana reflects both you and Liv equally? Or does it represent something larger, perhaps a shared generational vision of womanhood and creativity?

Tyler: “Jolana definitely reflects both of us equally, but we also see it as a dialogue between generations - a brand that connects women in a way that isn’t tied to age. It’s about something larger: how confidence and style are passed down from mothers to daughters and then reshaped through their own creativity. Jolana started as something personal, a mother and daughter brand–we both had a shared vision. Which has now evolved and will continue to evolve into being a multi-generational brand, because that's something I've always believed in. And I, our visuals will actually continue. My vision for the future is to continue with our original goal which is having jolana reflect women of a variety of ages so to be a multi-generational brand and so our brand imagery will start to reflect that more and more.”

If you could give advice to another mother-daughter team hoping to build something together, what would it be? 

Tyler: “Well, my advice would be to... understand what each of your roles are and to understand that you have a completely new set of rules outside of family dynamics and it's important to set boundaries to not talk about business all the time to talk about business during business hours to respect one another and to listen to each other.”