85 Broads Member Alisa Ng was able to combine her entrepreneurial spirit and her deep- seeded passion for travel into the chic and intriguing site L-atitude (www.shoplatitude.com).  Through L-atitude, Alisa combines her world travels with her keen eye for chic fashions and brings truly unique, beautifully crafted items to women stuck behind their desks. TOPSPIN had a few questions for Alisa, who took a big leap of faith, leaving her successful Wall Street career to join the e-commerce revolution.

1. What made you decide to leave your career and start a new one?

I’ve always wanted to be an entrepreneur and create a business from scratch.  While I worked at Morgan Stanley in Hong Kong, I traveled a lot for work & pleasure in Asia.  I started dreaming up L-atitude’s concept on restaurant paper napkins & the back of my finance notebook.  After living in Asia for a year, I decided to move back to New York and pursue my entrepreneurial dream.

2. Have you always had an interest in fashion/retail?

I’ve always been passionate about fashion.  I grew up in Hong Kong in the 80s, where I had to wait for imported copies of Seventeen & YM Magazines to slowly make its way from the US.  Eventually, I graduated from hoarding copies of teen fashion magazines to purchasing my first copy of Vogue.  I’ve been addicted to fashion ever since. 

3. How did you get the idea for L-atitude?

During my Wall Street days in New York & Hong Kong, I worked pretty insane hours.  So, when I could take time off, my one true passion was planning that next trip to Paris, Buenos Aires, Bali, Phuket, Bombay – you name it!  My sister and I traveled a lot together, and besides inhaling local culture through sight-seeing & local cuisine, what we loved to do was search for that unique local fashion item – slippers in Burma, pashminas in Bombay, batik sarongs in Bali. 

I created L-atitude (www.shoplatitude.com) to provide women, from professionals to stay-at-home moms, the ability to virtually globetrot year-round.  Through L-atitude, women can now “travel, discover & shop” in L-atitude destinations: Milan, New York, Bombay, Hong Kong, Manila, Bogota & more.  They can discover & purchase a global mix of fashion from established brands, emerging designers and traditional artisans.   

Our blogazine enhances this experience by virtually transporting our customers to L-atitude featured destinations.  Our team of trusted travelers, global tastemakers and a web of international fashion intelligentsia will show you how to live like a local, including where to shop – from vintage markets and discount outlets to the absolute best boutiques – as well as what to eat and drink and where to play. 

4. How did you come up with the name?

It took some brainstorming, but L-atitude (www.shoplatitude.com) communicated the travel aspect of our brand, and it’s catchy!

5. Who or what were your major influences or inspirations?

I’ve always had the entrepreneurial itch, but after reading Jonathan Field’s Career Renegade, I became truly motivated to try and “make a living” from my life passions.    

6. What was your “Most Frightening Moment” & and your “Most Rewarding Moment”?

Frightening – When I started utilizing my start-up capital, and my business plan slowly came to life.  It was exhilarating and frightening at the same time. 

Rewarding – When I launched the beta version and heard how women loved the L-atitude concept – that was very rewarding!

7. How would you describe your personal style and how does that compare to the styles on L-atitude?

My friends make fun of me as my basic wardrobe is always a shroud of black & grey.  However, I always mix in the unique fashion finds from my travels - colorful printed scarves from Mumbai, mochilla bag from Colombia, jade jewelry from Hong Kong.   L-atitude tries to achieve this by showing women how to make global fashion a part of their everyday wardrobe.

8. What type of person will L-atitude appeal to most?

I believe L-atitude will appeal to 2 types of women – 1) the well-traveled connoisseur who has traveled to the destinations we feature, and understand the value & uniqueness of purchasing our featured finds; 2) the aspirational traveler who dreams of going to these far-away destinations and can only experience it online for now.

9. How different is your life now compared to your life before L-atitude?

 I think all entrepreneurs/business owners know this – my business consumes my life.  Although I can now control my own schedule, this has been the most unique & stressful experience of my life.  I live and breathe L-atitude and am always thinking of ways to improve our concept & execution. 

Please feel free to email topspin@85broads.com with any questions you have for Alisa and be sure to check back next week for more!