Photography by Brandi Stage Portraiture | Makeup/hair: Bria Fowler, Elle Louise, LLC
Fleurty Girl is more than just a business to founder Lauren Haydel; it’s her life’s work.
After Hurricane Katrina, as a single mother of three, she was struggling to make ends meet — but what she lacked in money, she made up for in vision. Deeply devoted to New Orleans, Haydel had the idea to make T-shirts that celebrated her hometown, specifically for women.
“I took my income-tax refund check of $2,000 and printed my first shirts,” she recalls. “I made them myself and shipped them out of my home.”
Just six months after opening her successful online shop, she launched her first retail store on Oak Street in New Orleans. She and her kids crammed into the back of the tiny, shotgun-style home, going from 2,000 to 1,000 square feet of living space.
During that time, many told Haydel her idea was crazy — but she never doubted that her sacrifices would pay off. Today, she calls herself the chief treasure hunter and head cheerleader for Fleurty Girl, which has nine locations from Bay St. Louis to Baton Rouge.
“I care about the people who shop with us, the people who work with us and the cities that inspire us,” Haydel says. “Every product tells a story, and every store feels like home. I think people can feel that when they walk through our doors.”
‘BEST MISTAKE EVER’
In hindsight, Haydel is grateful that she had to work hard for everything she wanted — whether it was a car or a prom dress.
“My grandfather was an entrepreneur, a State Farm agent, and I worked in his office for my first job,” she recalls. “I was always so proud and knew that I could be just like him and follow my dreams, too.”
That grit served her well while she lived paycheck to paycheck and fought to get Fleurty Girl off the ground. She hit a snag when the Saints went to the Superbowl in 2010, and the NFL — which wasn’t a fan of her popular “Who Dat” shirt — sent her a cease-and-desist letter.
The controversy generated plenty of buzz, and soon, Haydel had a line of customers stretching from her home down the block.
“People were upset; everyone wanted a Fleurty Girl shirt instead of an NFL Saints shirt, and Fleurty Girl became a household name overnight,” she says. “The NFL later apologized, as they do not own the phrase. Best mistake ever.”
‘A LITTLE SLICE OF JOY IN THE COMMUNITY’
While the T-shirts started it all, Fleurty Girl is now filled with all kinds of whimsical and NOLA-inspired goods — from tote bags, barware and children’s toys to kitchen accessories, jewelry and sequined Mardi Gras attire.
“We believe in sharing local pride through joyful, cheeky and meaningful products that reflect the culture and humor of wherever that particular store is located,” Haydel says. “We support local makers, honor traditions and create spaces.”
The brand’s trademark lime green is unmistakable, but otherwise, every store location is slightly different.
“Bay St. Louis is a coastal vibe,” Haydel says, “(and) the French Quarter store overlooks a courtyard with an iron fence.”
While most of Fleurty Girl’s patrons are female, Haydel says the store is for anyone who enjoys a good laugh and some Crescent City spirit. She adds that her customers see themselves reflected in the store’s vibe: fun, sassy and proud of where they came from.
“We’re a little slice of joy in the community. We’re the kind of place people can be proud to show off, the kind of place they can be excited to bring their friends and the kind of place that can make their day better,” Haydel says. “Fleurty Girl is a place that lifts people up, makes them laugh and smile, and sends them back out into the world feeling just a little bit better than when they walked in.”
THE GREATEST REWARD
With the Christmas season in full swing, Haydel says Taylor Swift-themed gifts tend to stay in style — along with anything related to pop culture.
“We are where people buy gifts that make people laugh,” she says, “the funny gifts that say just what you were thinking.”
Besides the holiday rush, Haydel is busy planning Fleurty Girl’s next steps. The purchase of a building in Metairie is in the works, where the business’s headquarters are, and the brand will be building out its flagship location.
“After that acquisition, we will officially own half of the buildings we operate out of,” she says. “That’s a long way from when I started, and my home was heading into foreclosure!”
The challenges of owning the business are the same things that that remind Haydel why she loves what she does. Every time someone steps out in a Fleurty Girl T-shirt or tells her about a meaningful item that was purchased there, she says, “That’s everything.”
“I put so much love into this business, and to feel it come back is what makes all the hard work worth it,” Haydel says. “It’s not just about selling products; it’s about being a part of people’s lives and memories. That connection, that love, is the greatest reward.”