FOUNDER: REGINA FERGUSON
The day I decided to try Figure 8's coffee, was the same day I discovered Lovecraft Boutique. Tucked away in a corner of the unique Fox Den, a shop that is sure to satisfy all your lifestyle plant needs, Regina has curated a resident pop up full of vintage and local designer brands.
When you stop by The Fox Den, Regina greets you with a Texas-sized smile and you're immediately surrounded by what one can only describe as "plant lady heaven" mixed with Lovecraft's vintage, cool-girl vibes. Candice has always been able to provide answers to all my plant related questions and usually has 60s western oldies background music playing, reminding me of my childhood riding around the ranch in my grandpa, Papa Joe's, Chevy pick-up truck.
I know when I shop at The Fox Den and Lovecraft Boutique, as an independent local business, the products and brands I'm supporting keep 3X more funds in my Austin community's economy. This begins to have an exponential impact not only on the lives of the shop owners, but all the local businesses they support as well.
Learn more about shopping with purpose and Regina + Lovecraft's journey by reading the interview below!
WHY DID YOU CHOOSE TO CREATE LOVECRAFT
REGINA: I was a buyer for two large fashion companies before my move to Austin and during that time I really missed working with small batch creative makers and artists and I wanted my daily work to have soul. My first love has always been vintage so I stepped out on a limb and started Lovecraft in May 2015. I feel so lucky to be able to do what I love. It’s been my dream since my early 20’s and has been a long time in the works!
WHY DO YOU CALL AUSTIN HOME
REGINA: A big chunk of my family lives in East Austin so my honey and I made the move a few years ago to be closer to them. We had been visiting the East side from Houston and Philadelphia for years so it felt really natural to settle here.
HOW DO YOU MAKE SURE YOUR BRANDS STAND OUT
REGINA: Someone once told me, ‘Don’t worry about what other people are doing, just stay true to what you believe in and work hard.”I feel like that is the best way to make your brand stand out. If you are doing something that adds value to your life and the lives of others, it will eventually fall into place.
WHO HAS HAD THE MOST CREATIVE INFLUENCE ON YOUR LIFE
REGINA: My parents were non-conformists and lived a nomadic lifestyle and I’m one of 12 kids. I think being raised this way had a huge impact on my life and creativity. We didn’t have much in the way of material things so we had to use our imaginations!
WHERE DO YOU FEEL THE MOST CREATIVE? EX: HOME, STUDIO, NATURE, SHOP, ETC.
REGINA: Nature is my happy place and I unplug and get out in it as much as I can and that always resets and inspires me. I love how the shop is full of happy plants and it’s a great place to come to work each day too.
WHAT HAS BEEN THE MOST EXCITING MOMENT SO FAR OF THE FOX DEN + LOVE CRAFT.
REGINA: This August marked The Fox Den’s 3 year anniversary and we threw a party at the shop and were blown away by the response and amount of people that came out to show support. The shop was PACKED!
SHARE ABOUT THE BOND/RELATIONSHIP BETWEEN THE FOX DEN + LOVECRAFT
REGINA: I met Candice from The Fox Den at a few pop ups that we did together and we share a similar vision. When she asked me to come aboard as a resident pop up it all just clicked into place. It feels like a really natural combination and each of our collections compliment the other. And we each trust each other to take care of our part of the shop when we’re not in. Trust is a big part of our relationship.
WHY DO YOU CHOOSE TO BUILD BRANDS AROUND ETHICAL VALUES SUCH AS: SOURCING LOCAL, HANDMADE ITEMS, SUSTAINABLE PRODUCTS FROM AUSTIN DESIGNERS, ETC.
REGINA: When you support local, you support your community and it comes back to you! in times where there is so much disposable fast fashion, and many goods are made under unethical conditions and with so much waste, supporting local means supporting what's best for you. Each of us may not be able to buy local every single time we make a purchase but if we are mindful and strive to do so when we can, it makes a difference.
AUSTIN LOCAL INSIDER RECOMMENDATIONS
MUST-SEE RECOMMENDATION(S) FOR THOSE TRAVELING TO AUSTIN
REGINA: Barton Springs if it’s your first time in Austin. Especially in the summer time. I’ve been told the water is always at 68 degrees year round and that feels really great when it’s 100 out. Kayaking under the S. Congress bridge at dusk is a great way to see the bats come out and avoid the crowds on the bridge. And you can BYO picnic and wine too!
FAVORITE LOCAL FOOD TRUCK(S)
REGINA: Saigon Le Vendeur, best Vietnamese and also next to an amazing vintage shop, Laced with Romance too!
FAVORITE LOCAL CURATED BOUTIQUE(S)
REGINA: Austin has so many great ones! Las Cruxes, Kick Pleat, Olive, Laced with Romance and Esby.
FAVORITE LOCAL COFFEE SHOP(S)
REGINA: Figure 8
FAVORITE SONG/ARTIST/ALBUM FOR A SPARK OF CREATIVITY
REGINA: Hard to narrow it down to one in particular! Music is a huge part of my daily life. One of my favorite albums for motivation and raw woman power is - Rid of Me – by P.J. Harvey. I turn it up and sing along at the top of my lungs J And some other favorite albums that have become friends over the years are Pink Moon by Nick Drake and The Andy Warhol album by The Velvet Underground & Nico, and I currently have Slowdive’s newest album on repeat in the shop.
BIGGEST DEBATE OF ALL: COFFEE or TEA, BE SPECIFIC ;)
REGINA: We’re lucky to have the best coffee shop in Austin, Figure 8, as our neighbor so definitely coffee! One of my first jobs was at a coffee shop so I was hooked at a young age… I only have one cup a day but if I miss that morning cup I’m a zombie.
WHO DO YOU FOLLOW FOR INSTAGRAM INSPIRATION
REGINA: I really enjoy following accounts like Women’s March, Tribe De Mama and Planned Parenthood. These always make me feel inspired and a part of something bigger than myself. For vintage inspiration, I love NaNin studio.
GO TO MID-DAY SNACK or ROUTINE FOR CREATIVE FUEL
REGINA: I like to go to Juiceland for an afternoon pick me up and lunch to go. They have so many options it never gets old. I think they are going to take over the world someday…!
WHAT OTHER ARTISTS HAVE YOU LOVED COLLABORATING WITH.
REGINA: Vanessa from Shop Realm does some wicked embroidery on special vintage for me and Curry from Curry Beth is a wizard on the sewing machine. Both are super talented local artists and business owners, and they happen to be really sweet too.
HOW IMPORTANT IS SHOPPING LOCAL TO YOU
REGINA: Very important! It’s how we vote on a daily basis. I love that Austin has so many great local options.
HOW HAS THE AUSTIN COMMUNITY SUPPORTED YOU.
REGINA: Austin has been so good to me! Our customers choose to shop small and support us on a daily basis and it’s evident that there is a large sense of community here in East Austin. Even when I first moved to Austin, other small business owners here on the east side opened their arms to help me get started.
HOW HAS SOCIAL HELPED YOUR BRANDS.
REGINA: I’m a behind the scenes sort of person and social media and self promotion doesn’t come naturally for me so I’ve had to step out of my shell and try to be better at it! It’s definitely here to stay so I’m trying to get used to it and embrace it. I’ve met some wonderful makers and customers that way.
WHAT DO YOU LOVE MOST ABOUT THE LOCAL CUSTOMER/BOUTIQUE EXPERIENCE
REGINA: I love the relationships that local shopping cultivates. I’ve had the privilege of meeting some wonderful people at the shop. There’s something special about going into a local business and striking up a natural conversation. I’m old-school in that I prefer creating an environment where I can interact with customers in person. I like the human connection aspect and the little world that you create that can inspire and make someone’s day.
WHAT IS ONE THING YOU WISH PEOPLE KNEW ABOUT THE FOX DEN + LOVECRAFT
REGINA: That there is something for everyone here! I remember feeling uncomfortable going into shops where I felt like they were looking at my clothes or thinking I didn’t have money to purchase something. We’re not like that and want YOU to come in. Even if it’s just to say hi and smell some yummy plant air.