Meet Our Muse

Laurel Howes has always had a gift for helping others look their best. “From the time I was young, I could see a woman walk into a room, and I would immediately know what she should wear to look fantastic,” she says. Since she first opened the shop she has put that talent to work for customers of It’s SO You! And not to worry if Laurel is not there, her talented staff (the It's So YOU girls) carries the same passion onto the sales floor every day.

Our Dream Team


Shoppers can browse alone or let the savvy staff help you find whatever you need: designer jeans to formal wear in sizes Misses 00 through Curvy Diva 3X, along with a dazzling selections of designer handbags, shoes, belts, scarves, reader glasses and costume jewelry.


Throughout the store, you’ll find labels that aren’t usually affordable to many of us: Coach, Talbots, Ann Taylor Chico’s, BCBG, White House Black Market…. “The labels we like best are first about quality: construction, fabric, details, and fit. But they’re also labels that help a woman express style and confidence,” explains Laurel. Prices are 75% lower than what you’d pay at Big Mall stores (and only you will ever know!).


The personal attention and discerning eyes of Laurel and her team are even more helpful once you start trying things on. Maybe you just want a second opinion on which jeans look best, or you’re looking for collar-to-toe coordination. The staff can consult on what styles and pieces bring out the best in your look. They’ll help you spruce up your basic daily wardrobe or put together a special-occasion ensemble, complete with accessories.

You’ll love It’s SO You!

And the atmosphere, too. The shop is spacious, with a brightly-lit Euro Décor and five comfortable dressing rooms. The floor just pops with eye-candy displays on every shelf and corner, styled to please the eye and inspire your own shopping. It’s SO You is easy to reach, too: just north of I-90 at the intersection of Rts 91 and 84 in Willoughby.


High Quality Merchandise
Affordable Prices
Personalized Assistance
One-of-a-Kind Pieces