“The tagline came first,” she explained, “‘Rent the Dress, Own the Night,’ then, as we were thinking of a name, a friend suggested Lailah, the Hebrew word for ‘night,’ which was perfect. Where does the name Liylah come from? “I wanted a name that had the tone of a strong, successful, feminine woman,” Wealcatch answered. She is now the mother of three children - a 19-year-old son studying in Israel, a 12-year-old daughter who attends Bais Yaakov of Baltimore and a 4-year-old son. Wealcatch and her family have a close connection to Rabbi Zvi Teichman and attend Congregation Shomrei Emunah in the Pikesville Greenspring area. She attended the Yeshiva of Greater Washington, and then studied in Israel for two years. Wealcatch’s family moved to the Pikesville area when she was 12. Or I would buy two blouses and add to the neckline and sleeves.” With the lack of venues, Wealcatch had to be resourceful and tapped into her creativity, “I learned to be creative by buying two skirts and making them longer. Wealcatch and her mother created and designed her clothing together. “There was nowhere to find modest clothing in New Orleans,” Wealcatch said. Wealcatch’s interest in fashion came when she was 10 or 11, growing up in an Orthodox Jewish family in New Orleans, where her paternal great-grandfather had settled after arriving from Eastern Europe. Wealcatch’s customers have included bat mitzvah girls, friends and family of the bride, brides and women who want to show up to an event wearing a special gown. We wanted to bring the modesty and high fashion together for the modestly dressed community.” “And so many brides and the women in their party ended up going to New York and other places to find a gown, it struck me as silly not to have the option here. “The locally available choices for Orthodox women fulfilled the modesty part, but not the high fashion part,” Wealcatch said. “We ship gowns from our website for people to try on in the comfort of their homes, and we have been fortunate to dress people all over the country,” she explained. I am very excited to offer Pikesville a personalized and richly unique experience,” Wealcatch said.Īnd while Wealcatch can and does design gowns for everyone, her focus is on the modestly dressed brides from the Baltimore and Washington area and all over the world. “The new showroom will have a luxurious bridal lounge and a full lingerie section for shapewear along with a jewelry rental and bridal shoes. Shirah Wealcatch in Liylah’s soon-to-open showroom, wearing a dress that she designed. Wealcatch’s inspiration came after she realized that brides wanted something more in the gowns they were offered, a special something that Wealcatch has been able to create, with modesty and style. The new showroom will house her own Asher Maxwell formal wear and her new brand of wedding gowns, the Asher Maxwell Bridal line. Just three years after Liylah’s launch, Wealcatch, her staff of five dressmakers and her team plan to move to a 4,000-square-foot showroom for couture evening wear and wedding gowns on Old Court Road in Pikesville on Dec. Liylah’s CEO, Shirah Wealcatch, 41, launched the boutique in 2017, after years of working as a designer and personal stylist for Nordstrom. “Rent the Dress, Own the Night” is the tagline for Liylah, an in-store and online rental boutique for modest evening gowns in Pikesville’s Greenspring area.
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