NORTHAMPTON — Ooh La La, a lingerie shop in Thornes Marketplace with items that range from the traditional to the risqué, has changed hands, and the new owner — a loyal customer — took the lead on Jan. 1.
Monica Fogg purchased the three-year-old business from founder Ali Ingellis of Amherst in a sale that was finalized on Dec. 10. Ingellis works full-time at Mount Holyoke College and recently received a promotion that took her time away from the business.
Fogg holds a bachelor’s degree in psychology and art history from the University of Delaware and began her work in the hospitality industry at 13 as a self-described peppy coat-check girl at a high-end restaurant in Delaware. She has worked for Nickelodeon in its book publishing division, and most recently at IBM as a product marketing manager.
After 17 years in sales and marketing, Fogg took time off in 2023 to focus on a long-term eating disorder and her struggles with body size. She came to the Valley soon after and, with her sister, became an Ooh La La customer. In September, she began work at the store part-time.
Now, she plans to blend her marketing experience with her personal learnings to connect with customers, diversify the price range, and expand product lines — and size options.
“I want to be sure most people can come to our shop and find something that fits well,” she said. “It’s a tender business and a tender experience to hold somebody coming into a space where, a lot of times, people are really anxious and coming to peace with judgments about their bodies. I will enjoy helping them feel like their best, their sexiest, regardless of size, body type, and gender.”
She describes clients of the shop as ranging from teens to those 70 and above who “want their under-things to feel good.” Products range from items in laces, silks, velours, and velvets with unique textures.
Fogg plans to create events like a Boy’s Night for trans masculine folk, a Trans Women Shopping Night, and a Big Night for people with larger bodies. “My hope is to be a safe space in the community that brings joy and exploration and curiosity with none of the judgment that often comes with it,” she said.
