Meet the Whimsical Wig Whisperer at East Austin’s Coco Coquette Boutique
Allyson Garro invites you to be playful with your personality and style in her cheerful shop that’s stocked with wigs, makeup, lashes and plenty of glitter
Adornment is Allyson Garro’s love language. Owner of the local boutique, Coco Coquette, Allyson encourages you to be your most authentic self when you step foot into her exuberant and colorful East Austin shop that’s stocked with wigs, makeup, lashes, artistic headpieces, costumery and plenty of glitter. Here, you are invited to celebrate, be playful and embrace a world of beauty and fantasy. We were excited to catch up with Allyson to learn a little bit more about the workings of this wondrous wig shop, which has provided a unique and spirited shopping experience since 2010.
Q&A with Allyson Garro of Coco Coquette
Heidi: Let’s start with Coco Coquette’s origin story. What was your motivation and inspiration to own such a unique shop?
Allyson: I lived in New Orleans from 1999 to 2003, which is where I fell in love with parade culture and costumes and the revelry and celebration that happens there on such a city-wide scale. There, you see people from all walks of life celebrating and expressing themselves in a really authentic and creative way.
Then, there came a point where I felt like I wanted to go beyond — to learn more about costuming. I moved to LA to go to fashion school to learn the construction of costumes. I started working in film and television doing wardrobe design, and I did not love it. It was not as creative as I thought it was going to be.
Heidi: After moving from New Orleans to LA, how did you end up bringing your creative costuming talent to Austin?
Allyson: I had a friend who asked if I wanted to join her for a road trip, and I said, “Yeah, I am ready for the road trip. Let’s just do this.” I got here in 2008, and Austin felt so special. I said, “I think I just moved to Austin, Texas.”
I would check in with myself about what I saw next, what I really wanted, what makes me really happy — adornment, costuming, celebration. The part that I loved about styling was dressing people. I loved seeing how special people would feel when they put something different on — that transformation that happens.
Heidi: If we fast forward to the opening of Coco Coquette in 2010, I understand that the wig party is what really took off in popularity and launched a local customer base. Can you share a little info about the birth of the Coco Coquette wig party?
I had been working with a friend who was getting married and didn’t know what to do for her bachelorette party. I said, “Come to the shop. Let’s celebrate with wigs.” We had so much fun. There was a moment that I was looking around the room, and I was like, “Wait, this. This is a thing. This is it!”
Heidi: For somebody who has not attended one of your wig parties, can you describe the experience?
Allyson: It’s so exciting, especially for people who are skeptical or don’t get it at first. I would see people who are here to celebrate their friends, like, “I’m here in support of this birthday. This wasn’t my idea.” Then, they come back into the room, and we put that first wig on them, and there’s just a little, “Uh-huh. Uh-huh. Oh.” They realize how fabulous they look. with makeup, too. All of a sudden, they are wearing fake lashes, lipstick, glitter and fabulous hair. It gives people permission to be this different version of themselves that is so liberating and so exhilarating.
Sometimes people would walk up to me and say, “I don’t recognize this person,” and I would say, “That’s you. That is available to you. You can access this version of yourself. You can give yourself permission. Tap into new parts of your personality and let’s play with that here. It’s playtime.”
Heidi: So, obviously, the wig parties are such a hit, but there are so many more aspects of the shop. What other products and services do you provide?
Allyson: As far as the products that we sell, we have so many gorgeous adornments that are curated from independent designers. My creative joy is creating elaborate headpieces. We also make custom wigs, and we sell a selection of vintage clothing, along with all kinds of makeup, from everyday makeup to sparkly festival makeup and theatrical makeup, to drag makeup and clown makeup.
We’ll also book one-on-one makeup appointments for anyone who wants to learn a new skill — from full face or smaller things like help with a smoky eye or winged liner.
Heidi: Coco Coquette is very inclusive and an LGBTQIA+ safe space, and you offer services for guests who are AMAB (assigned male at birth) who wish to present as women. Can you share a bit more about those appointments?
Allyson: It is really special to be entrusted with that part of people’s journeys, and we take it very seriously. One of my favorite services that we offer are M2F (male to female) makeup appointments. We also full transformations going from makeup, wig fittings and wardrobe, too.
I started offering wardrobe transformations for people who are taking that step and need a complete rehaul of their wardrobes. I have an initial consultation with them, talk about what their style goals are, and find what kind of silhouettes are best for their bodies. That’s been a really gratifying experience to have with people.
Heidi: Do you also welcome many cancer patients in the shop for wig fittings?
Allyson: We are by no means a medical wig spa. We see people who are undergoing treatment who want a fun option and those who want to re-imagine what this cancer experience is going to be for them. We see a lot of people who need something that feels joyful. We’ve also hosted big cancer treatment solidarity parties. It’s so touching.
Heidi: Lastly, here is a tough question: Where can people wear wigs in Austin?
Allyson: Oh my gosh. Where can you not wear wigs?! I just feel like people are afraid. What are you waiting for? Life is so special. Every day is worth celebrating. So, wear a wig to H-E-B, or brunch, or get your friends together and go have a picnic.
Wigs just make everything more fun.
Learn more and book your wig party at www.coco-coquette.com.
