From 2018 to 2019, she was personally mentored by her mom to prepare for taking over the business. During this time, she fully immersed herself in every aspect of retail—shadowing daily operations, attending buying markets, and working hands-on in the stores.

On November 1, 2019, she officially launched The Total Look’s first Shopify website. With limited eCommerce experience, she leaned into learning—calling Shopify support multiple times a day to understand the platform and get things right. By mid-December, the website went live featuring just three designers: Jess & Jane, Moonlight, and IC—marking the brand’s first step into online retail.

On January 1, 2020, she officially purchased the business. Just weeks later, on March 17, COVID forced the store to shut down the same day the mandates were announced.

Living in Concord at the time, she made the decision to bring all merchandise home and pivot immediately. The business transformed overnight into a fully home-run operation. Paul photographed and uploaded every single piece, orders were packed and shipped from the house, and the team launched creative “COVID gambler” sales to keep cash flow alive.

To support the business, they sent heartfelt emails asking customers to purchase gift cards to help keep the doors open. By June 1, they were able to reopen three days a week, slowly rebuilding momentum through resilience and community support.

By 2023, the brand had finally made it through the hardest years—and emerged stronger. The website was rebuilt and optimized, pop-up events became a major growth channel, and the product strategy shifted dramatically.

She made the bold decision to cut underperforming lines, refine the assortment, and introduce higher-end designers. The brand evolved into a more elevated, curated fashion destination—featuring designers customers couldn’t find elsewhere.

Popup parties and fashion shows became core to the brand experience, highlighting one-of-a-kind pieces, especially in jewelry. Today, The Total Look is defined by intentional curation, elevated style, and a clear point of view—no longer just surviving, but confidently standing apart.