Water Lili Named Best Women’s Clothing Store | Company


Local boutique Water Lili has been named Sussex County’s Best Women’s Clothing Store and Best Shop in the Shopping and Services category of Coastal Style magazine’s Best of 2022 competition. It was both Water Lili’s first win in the competition and the first year that Water Lili received a nomination.

The nominees, finalists and winners of the competition are chosen by readers through an online poll, where members of the public can vote for businesses deserving of recognition in their community.

Lili Oller, owner and founder of Water Lili, said: “It was a magnanimous surprise when we were first nominated and we asked everyone to vote. I had never won anything in this magazine before, so when we learned that we had won, it was euphoria! »

Water Lili has been open for six years in Bethany Beach and has a second location in Ocean View which launched in the spring of 2020.

Oller said she was especially proud to have won the title because her small business’ mission is to encourage women to break down the boundaries of their look, express their authentic identity through fashion and renew their confidence by adopting their own personal style. She attributed the victory to her clientele and the community of women who support Water Lili on a daily basis.

“The number of people who voted, supported us and shared it on their social media pages was mind blowing. It’s a community that supports us and in return I appreciate each and every one of them because so many of them have become friends and family,” Oller said. “It’s something you just don’t see in the big box stores. It’s very personal.

Water Lili’s workforce is made up of local women who have been recruited from among Water Lili’s customers. The company’s social media platforms prefer to feature real women — often customers or women of all ages who live in the tri-state area — as their models, and Facebook livestream events feature the companies and local Bethany Beach sites, affiliated with the Water Lili brand with the Bethany Beach community.

Growing up in Panama, Oller said she dreamed of one day starting her own business selling women’s fashion in a coastal town. Previously, she owned and operated the Tiger Lili chain of clothing stores and selected merchandise for her store that embodied her own personal journey to express her authentic self through fashion. She said she was obsessed with keeping things beautiful and loved bright colors, and attributed her flair to her Latino heritage. She is the mother of four children and her bulldog Gidget, the mascot Water Lili.

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