If you need a custom patch or a creative touch for your jean jacket (whether it be for a wedding or the Blues Stanley Cup championship game) Daily Disco, Abbey Eilermann’s colorful embroidery studio, is where to go. But “everything was just customer requests and that sort of thing. We didn’t do a lot of just swing by and get something done,” Eilermann says of the studio, which sat above Vitale’s Bakery (2130 Marconi) on The Hill. Now, just across the street, Daily Disco opens at 2103 Marconi as a full shop and studio.
The shop will offer gifts such as barrettes, bandanas, and other accessories, in addition to the studio’s on-site stitching, custom-embroidered jackets, iron-on patches, and more. Eilermann, who started the business in 2016, after studying couture embroidery at Lesage in Paris, says the former office and studio space was just a taste of this new Daily Disco. It’s a “bunch of rainbows. We love pink,” Eilermann says with a laugh, “and just color in general.” The brick-and-mortar’s exterior has the neighborhood’s historic green brick, but the team has painted the panels around it white and pistachio green and the front door a pastel pink, with the brand’s logo etched in hot pink just above.
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Inside, the color continues, with a painted rainbow hugging the entrance. A 1920s-era sewing machine is built into the store’s cash wrap counter, with a neon “Daily Disco” sign sitting above an array of colorful threads. Another rainbow is painted along almost half of another wall. Jean jackets with both large and small patches hang on display with other fun and feminine ornaments and gifts. All of which, Eilermann adds, is “just bringing some flair to The Hill.”
The shop and its flamboyant flair might seem like a departure for the historic Italian neighborhood, but Eilermann says the location makes perfect sense for the brand’s first brick-and-mortar. She’d found the new shop, which used to house Girasole Gifts and Imports, on Craiglist. “We just love The Hill,” she says, adding that she’s also building her house in the neighborhood (“I’m full-Hill committing”). “It’s such a nice walkable neighborhood. It’s just really charming, and it’s also so centrally located.”
The neighborhood has also inspired much of the shop’s inventory. In addition to its hallmark custom jacket patches and embroidery, the shop will sell such items as “Holy Cannoli!” key chains, mugs, and pins, along with other Hill-inspired décor and gift items.
“We thought ‘How can we make every single quarter a moment that someone would want to Instagram?’ Long term—phase two—I want to do a mural on part of the building. I really want to do just like a giant cannoli,” she says with a laugh. “Something really fun but also The Hill.”
More than anything, Eilermann says, she wants the store to be a place where “if you need a gift, and you want it to be cute and personal, you can find it here.”
