The storefront at 547 Chestnut St. in downtown Winnetka that held flowers since 2019 now holds sweatshirts, tote bags, and textured glassware inspired by sea glass.
Allison Cassato, who co-founded Chestnut Street Flowers at the same address with Michelle McKenna in August 2019, sold the flower shop to an employee who moved the business online. She then spent two months working with friends and family to transform the space into The Lake Effect, a minimalist apparel and lifestyle boutique inspired by Lake Michigan. The store opened June 12.
Cassato, who grew up in Milwaukee and has lived near the lake her entire life, said a February trip to Florida sparked the idea. Watching East Coast communities celebrate their waterfront culture, she saw an opening for something similar on the North Shore.
"We wanted to keep it just subtle and very casual, nothing is in your face," Cassato told The Record North Shore.
The shop's color palette tells the story: khaki and white for sand, navy and baby blue for the lake. The product mix includes branded sweatshirts, T-shirts, baseball caps, bucket hats, towels, accessories, and tabletop pieces. The storefront window features a beach scene with sand, beach chairs, and store apparel. A copy of Glencoe author Rich Cohen's book "The Lake Effect" sits propped on one of the chairs.
The venture is a family affair. Cassato's son, Sal Cassato, owns a print shop in Lake Bluff and prints the apparel designs. Her daughter-in-law, Katie Cassato, served as creative director and helped design the store's interior, which features nautical white paneling, wooden baskets, and American flags.
A grand opening block party is planned for Thursday, July 23, with hot dogs, ice cream, and beer. Cassato said she hopes to eventually bring the concept to other lake towns, including Milwaukee and Lake Geneva. She is already planning a fall color palette of maroon, mustard yellow, and olive green.
The Lake Effect is open at 547 Chestnut St., Winnetka. Phone: 847-999-8434. Website: thelakeeffectwinnetka.com.
