The Head Fashionista

The Herringstones

EXPANSION INTO LAFAYETTE WAS LEAD BY

HANNA LAVERGNE

article by Meredith McKinnie and photos by Kelly Moore Clark

Hanna Herrington Lavergne was raised in a family of entrepreneurs, notably female small business owners who put their fashion stamp on the Monroe community. Hanna’s mother Debbie Herrington and aunt Cindy Stone opened HerringStones in Monroe in 1989. The trendsetters sought the best brands and merchandise for local clientele and even customers beyond the 318. While Hanna was in and out of the store from the time she was 2-years old, she kept busy dancing for Linda Lavender for 16 years, being a member of the Twin City Ballet for 10 years, and cheering at West Monroe High School. Hanna enrolled at ULM and majored in marketing with a minor in business. While not quite sure of her next step, Hanna knew the sales world and planned to chart her own path. Upon graduating in 2009, Hanna moved to Lafayette, taking a sales job in the oil field. She quickly noticed the missed market for retail spaces in Lafayette, particularly trendy boutiques like HerringStones back home. One night, after acknowledging her lagging personal style, Hanna pondered opening a boutique in Lafayette. She could fill the local need and put her marketing skills to use. When she called Debbie, her mother asked what she would call the store. Hanna knew she liked the HerringStones aesthetic and suggested expanding the local favorite down south. In April of 2010, Hanna opened the second HerringStones location in Lafayette.

The HerringStones expansion allowed for an inventory of the store’s current systems and business practices. While the store remained popular, Hanna saw room for updates in her new location. She quickly learned QuickBooks and sought to simplify the business side of the operation. The

Lafayette expansion allowed HerringStones to evolve, becoming a staple of the store’s growth over the last 13 years. As social media platforms became a component of boutique sales, Hanna started a Facebook page and eventually an Instagram account. Hanna led the way in bringing HerringStones upto-date and online. Surprised by the warm reception from the Lafayette press, Hanna dove into making the most of her growing customer base.

With any growing success comes inevitable setbacks. In June of 2010, the oil spill decimated the South Louisiana economy, and Hanna saw short term dips in the store’s revenue. Forced to balance what her customers wanted with what the store could afford, Hanna’s hard business decisions required frequent pivots, a code word that would continue for years to come. But with hardship comes opportunity. During these forced pivots, Hanna intricately learned the business. As her business techniques manifested, she navigated how to make it work, regardless of external circumstances. While she experienced failures, she learned that failure was integral to future success. Failure allows one room to grow. Balancing inventory, staff, customer needs, and finances, Hanna perfected her business methods and finally understood the necessity of change.

Since opening the second location in 2010, HerringStones style has evolved with its customer base. While the HerringStones clientele spans all ages, the cornerstone of bold fashions and customer confidence remain steadfast. The store’s fashion choices steer toward “who she strives to be,” catering to daughters and grandmothers alike. The HerringStones brand has evolved, and that willingness to progress forward continues to invite new customers to the brand.

Hanna and her team garner marketing ideas from big box stores and then localize to suit the brand’s personality, which Hanna describes as “charming, inspirational, and confident.” When marketing is popular, it is inevitably mimicked, and Hanna’s team quickly pivots in a new direction. HerringStones stores operate their e-commerce through Shopify. The HerringStones’ style is bold and sophisticated. Picture a bright floral top with fitted jeans. The brand leans into practical, classic styles with a touch of flair via color and prints. Hanna describes her customers as people who prefer statement pieces.

HerringStones now offers 5 brick-and-mortar locations across the state of Louisiana. After the initial opening in Monroe, followed by Hanna’s second location in Lafayette, the company opened a sister store HeirLoom by HerringStones in Youngsville in 2017. Former Lafayette employee Claire Kostelka Texada co-owns and co-operates the Youngsville location and is integral to the overall HerringStones operation. Hanna calls Claire her “saving grace.” In 2018, Bethany Dodd Martin opened a fourth location, HeirLoom by HerringStones in Houma. And in 2019, Hanna’s sister Haley opened the fifth location of HerringStones in Baton Rouge. At the same time of rapid physical growth, the e-commerce side of the business was expanding quickly. Hanna realized she could not maintain a physical store and the e-commerce inventory in the same store. She purchased a 5000-square-foot warehouse to process orders. After the Covid shutdown, the business saw 35% growth with e-commerce going through the roof. The warehouse became its own entity, with its own staff and marketing team.

Amidst all the business growth and change, Hanna met Jarrad Lavergne. The couple have been married for ten years and have two children. Luke is 4 ½ and Herrington Kate is 1 ½. Navigating work and home life is challenging; every day is different. While Hanna plans everything weeks ahead, just like with the business, she is ready to pivot on a dime. The daily transition from boss to mom/wife also involves a learning curve. Each woman must figure out what works best for her and her family. While Hanna and Jarrad are both constantly working, they value their kids seeing the importance of a strong work ethic. They find comfort in routine; and the kids thrive on a consistent schedule. The family outsources where they can. Hanna seeks harmony as opposed to the myth of balance.

In the last year, Hanna has started reflecting on her personal and professional goals, asking “What do I want?” While she loves selling clothes and connecting with customers, Hanna wants to give back and encourage the next generation of small business entrepreneurs. Post-Covid, Hanna noticed her young staff experiencing anxiety and insecurity, remnants of a lack of socialization. Losing contact with the outside world makes it difficult for people to function in the world once one returns. Hanna strives to lead and help develop strong, female personalities that can make their small business dreams come true right at home. She finds fulfillment in helping others, in building a strong professional foundation for others to cultivate and emulate. To this end, Hanna was recently awarded the Marquis Who’s Who of America 2022-2023.

As the HerringStones brand is synonymous with growth, Hanna envisions growth outside of business revenue. She wants to work on the company culture, elevate the mindset of her staff, and establish core values. Identifying a central business identity helps with everything from interviewing, to interacting with customers, to handling customer feedback. Hanna envisions HerringStones continual evolution, whether it be externally or internally. Entrepreneurship is consistent with a mindset of change, and Hanna Herrington Lavergne is mastering both.

Reason To Explore

The best bag a mother could receive. This Bogg Bag found at The Children’s Shoppe is practically indestructible,

Pamper Mom

This mild, lightweight and tolerable formulation is indicated for all skin types and sensitive skin areas. It reinforces skin health and hydrates to support the visible improvement in skin elasticity and firmness. Find this at The Woman’s Clinic.

Roses Are Red

Flowers make a great Mother’s Day gift because they express appreciation and love through their beauty. Find these and more at Carlstedt’s

Kitchen Revamp

A Galley Workstation sink would be the perfect gift for Mother’s Day this year. This sink is not only functional, but has a sleek design to fit any home. They are truly unique and can be found at Key Millwork Supply & Co.

Gift A Good Night’s Sleep

Skip the nights of tossing and turning and gift her a Malouf Shoulder Zoned Gel Dough pillow from American Mattress Outlet. This pillow has a unique shoulder cutout that allows proper shoulder alignment and keeps your neck at a 90 degree angle. Give the gift of a good night’s sleep.

Buckle Up

Diamonds are a girl’s best friend and this buckle bracelet would be the perfect gift for the special mom in your life. Find this one and many more at

Mom Masque

Get mom this calming, soothing and hydrating Glo2 Facial that suitable for all skin types. This masque will get her skin glowing and let her beauty shine. Find this and more at The Medical Spa by St. Francis

Let

Mom Sleep In

Mom deserves the best and these PJ Harlow

PJs are certainly that. Pick up this pair so she can relax and sleep in. Available at Haven

Glow Up

This DiamondGlow Facial is a next-level, noninvasive skin-resurfacing treatment that will quickly become mom’s new obsession for her skin. It will leave her skin instantly renewed and delivers radiant results. Available at District Spa

Sandal Weather

Herringstones is the place to go to get the most stylish gifts for your mother. Check out these perfect Chinese Laundry platform sandalsperfect for moms night out.

Kimono Get It

Lounge in style. Give the gift of comfort and style this Mother’s Day with a trendy Evil Eye kimono. Found at Revival Design & Consign

Erase Your Skin’s Past

Gift her brighter, beautiful skin this Mother’s Day. Professional Laser Center combines micro needling with the powerful AnteAGE MD Solutions to reduce the appearance of scars, stretch marks, fine lines and wrinkles, enlarged pores, and hyperpigmentation, or dark spots.

Step Out In Style

Dusty and Company has everything you need for the mother in your life to step out in style. Gift her the gift of confidence this year with Dusty and Company

Fine Fabrics

Add a bit of adventure to your sewing room with these colorful and whimsical fabrics. Find the collection of Everglow Fabric Collection by Tula can be found at The Haberdashery

Mom Is A Saint

Show mom how much you care with a necklace worthy of a saint, just like her. The Virgins Saints & Angels necklace from Hemline Monroe is both spiritual and fashion forward.

Light Of Her Life

Time to relax and let Fabulous Fabric help you create the perfect ambiance with these amazing room fragrances from Sydney Hale Co.

Relax In Style

Mom deserves the best and this robe from Palette House & Plume is certainly that. Pick up this robe so she can relax and sleep in.

Rosé All Mother’s Day

Treat your mother like royalty this Mother’s Day with the perfect bottle of Royal Princess rosé from Washington Wine and Spirits

Fresh Face

The REVEPEEL® is a true medium depth peel works to repair skin at cellular level with integrated pre and post peel treatment. Just one REVEPEEL® will significantly reduce hyperpigmentation, melasma, age spots and sun damage. Available at Spa Terra

Beautiful Botanicals.

An Anthurium Kokedama is a Japanese style of planting where the roots are wrapped in moss. The moss ball just needs to be soaked once a week. It lives on its’ little tray and continues to flower. It can be placed anywhere around your space. Find this at Ouachita

Antique Woods

Hug Her Neck

This hand crafted religious jewelry by Andrea Barnett is sold exclusively at The Nude Nomad. Each piece is hand crafted; descending dove is representative of the Holy Spirit’s presence. They are simple beautiful and timeless everyday necklaces that your graduate will cherish forever. Both necklaces are on a filigree chain and are available at The Nude Nomad.

Pamper Yourself

For A Queen

This Tuileries Cire Trvdon Candle with a floral and fruity chore fragrance was conceived as an homage to the rose, the Queen’s favorite flower throughout her life. The world’s most prestigious candles of the highest quality with hand blown glass and pure vegetable wax are available at Material Things.

Admire Her

A mother’s love in one-of-a-kind. Let her know how much you admire her love with a beautiful Ronaldo Bracelet. Find this at Walsworth & Company

Wrinkles Be Gone

This daytime Vitamin c serum delivers advanced environmental protection and improves the appearance of fine lines and wrinkles, loss of firmness and brightens the skin’s complexion. Find this and many other products at Spa Nouvelle

This unique lipid correction cream contains the first 2:4:2 cholesteroldominant ratio to help restore skin’s external barrier and support natural selfrepair, available at Center for Women’s Health

Love Your Skin

Gift your mother the gift that she really wants this year. These Skin Medica products found at DermamediQ will keep her glowing and youthful all year round.

A Touch of Elegance

The Casablanca scented candle has a metal lid that features a unique horn handle. Add a touch elegance and quirk to the side board or shelf with this candle jar set found at Lauren Roebuck Designs

Toast To Graduates

Celebrate your achievements with this cool bottle of Busy Signal Pinot Noir found at Washington Wine and Spirits.

Too Cool For School

These polarized shades from Max Porter Provisions is the perfect gift for your graduate. Stop by to see these and other styles.

Make Your Statement

Coming In Clutch.

Herringstone’s is the place to be to grab anything for your graduate this year, like this super cute beaded floral clutch.

Feel The Glow

This mild, lightweight and tolerable formulation from Obagi is indicated for all skin types and sensitive skin areas. It helps to reinforce skin health and hydrate, as well as support the visible improvement in skin elasticity and firmness. Found at the Woman’s Clinic.

Your new graduate will fall in love with this Julie Voss bracelet from Parterre. It’s the perfect statement piece that you can keep collecting through the years.

Aromatic Ambience

Your dorm room or apartment will smell amazing this fall with Fabulous Fabric’s Sydney Hale room spray.

A Fresh Start

Flowers will make a great gift for your graduate because they celebrate achievements and new beginnings with their beauty, freshness, and positive energy. Find these and many more at Carlstedt’s

Details In The Bag

This Mary Frances Purse is sold exclusively at The Nude Nomad; each handbag is handmade and is a work of art. Find this at The Nude Nomad.

Lash Blast

The Obagi Nu-Cil Eyelash

Enhancing Serum can be purchased at Spa Terra located in Geaux Family Health. This clinically proven lash enhancing serum product is sure to boost fuller, denser and more voluminous-looking lashes.

Diamonds Are Forever

Hollis & Co has the perfect selection of gifts for your graduate. Give them the gift of a timeless statement piece with Hollis & Company

Recipe For Success

A perfect gift for your hungry dorm-dwellers, this must-have pocket guide will help your graduate make and eat healthy snacks, meals, and other tasty bites. Find this at Palette House & Plume.

Go Explore

Hemline Monroe is the place to get this great beach bag that holds your hat. Perfect for lounging by the pool or walking on the beach.

New Beginnings

Gift your graduate with a beautiful New Beginnings Ronaldo bracelet as they embark on their new beginning. Found at Walsworth & Company.

Keep That Youthful Glow

Protect your skin from harmful rays and live your best life with this SPF 50+ Ultra facial Defense Broad Spectrum moisturizing sunscreen with Mexoryl found at Spa Nouvelle

Spark Your Smile

Give your graduate the gift of a beautiful smile with Spark Aligners at Caples and Robinson Orthodontics

Best Smile Forward

Give your graduate a cosmetic consultation with Dr. Mary Kathryn Crigler at District Dental for a smile enhancement or Opalescence in-office whitening to get your graduate ready to face the world. Contact District Dental for your consultation.

Graduate To A New Skin Routine

SkinCeuticals has products for every skin type. It’s not too late to start on a skin routine that will improve your complexion for years to come. Find this and more at The Medical Spa by St. Francis Medical Group

Travel In Style

This stunning Flower Jacquard Stripe Kate Spade bag is perfect for your graduate as she steps out into the world. Find this bag and many more at Lauren Roebuck Designs

Backpack Game

Send your kid to college with a backpack the cool kids carry. This rucksack features wax canvas and leather straps. Find this and many more styles at Max Porter Provisions on Antique Alley in West Monroe.