The Lake Effect brings minimalist, Midwest beach style to Winnetka

Even though Allison Cassato just opened her store, The Lake Effect, she says hello to nearly every person that walks down Chestnut Street. 

It’s not that she met them overnight but that she’s built a community over years of doing local business in the same location, 547 Chestnut St. 

But after seven years, she decided to sell Chestnut Street Flowers to one of her employees, who moved the Winnetka-based company online, giving her the opportunity to pivot to a fresh idea.

Within two months of selling her flower shop, Cassato worked with friends and family to bring to life her ideal storefront: simple, lake-inspired apparel. 

The Lake Effect opened its doors on June 12.

Finding The Lake Effect

For many East and West Coasters, the ocean is a way of life. Similarly for Cassato, the lakefront is her lifeline. 

From growing up in Milwaukee to moving to Chicago and settling on the North Shore, she has spent her whole life near Lake Michigan. 

“I’ve always been really inspired and influenced by the lake,” Cassato said. “ … I’m always as close to the lake as I can be.”

When Cassato went to Florida in February, she closely observed the pride East Coasters have for their waterfront. While she knew those who live near the lakefront exert a similar pride, she realized that there was not yet a local store based on that pride.

So, she set out to create it.

Boating, sailing, paddleboarding and picnicking on the beach shape the unique qualities of the lakefront, said Cassato, who used those activities as inspiration to curate a collection of lake-related items. 

Luckily for Cassato, she didn’t have to start from scratch. Owning Chestnut Street Flowers built her a community of loyal customers. 

“Usually when you find a florist, you stick with them. You get to be really close with your clients; you have a stronger rapport,” Cassato said. “ … (I) trust that my aesthetics will translate into something really cool in a general retail environment”

Keeping It Simple — And Authentic

In her storefront window, Cassato created a beach scene with sand, beach chairs and store apparel. A book titled “The Lake Effect,” by Glencoe’s Rich Cohen, sits on one of the chairs. Cassato said it was the perfect piece to encapsulate the store.

According to the store’s website, Lake Effect reflects “a way of living defined by cooler summers, long winters, time on the water, and an understated sense of ease.”

Nautical white paneling and wooden baskets line the shop. The shelves hold neutral-toned and navy blue apparel, all stamped with the brand’s signature “The Lake Effect” print. 

American flags, big and small, and wicker baskets adorn the walls, giving the space a classic coastal feel. 

“We wanted to keep it just subtle and very casual, nothing is in your face,” Cassato said.

Tote bags, sweatshirts, T-shirts, baseball and bucket hats, and towels are just some of the items in stock.

The color palette of the store is deliberate. The khaki and white colors represent the sand while the navy and baby blues the lake. Even the glassware for sale has a pebble-like texture to mimic sea glass, Cassato said.

“When I chose things, it was always what really says lake to me, what really reflects a feeling of being on the lake,” Cassato said.

While Cassato is the owner of the store, she added that she couldn’t do it without the help of her big family. Her son owns a print shop in Lake Bluff and prints her designs onto the apparel. Her daughter-in-law is an art director and helped her design the store.

“I have drawn on all the people close to me that want … (the store) to be a success,” Cassato said. 

Planning ahead

Customers are already welcome to shop around the store, but Cassato was planning for a grand opening on Tuesday, July 23.

She’s brainstorming a block party of sorts to celebrate — got dogs straight off the grill, ice cream, and maybe even a keg of beer, she said. 

That’s not the only thing Cassato is planning. As she talked with some storegoers, she was already bouncing around ideas for next season’s color palette. Darker colors for the fall: maroon, mustard yellow, olive green.

She also talked about potential new products she could carry, such as beach accessories and other clothing items.

One day, she wishes to expand The Lake Effect to other lake towns. Whether it be near Lake Michigan on its Milwaukee shore or a smaller lake like Lake Geneva, Cassato wants to extend the lakeside pride.

“I really don’t know what the future brings, but if I could say that I had a wish or a plan, I would want this to translate into other communities that are looking for a lake vibe or that want to celebrate their proximity to the lake,” she said.

In the meantime, Cassato is more than pleased with the current location of her store.  

“I love coming here every day, right in the heart of town,” Cassato said. “It just keeps me just so excited to get up (and) come into work every day.”

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