Brenda J. Viola, Founder
Once upon a time, I fell in love with
La Jolla...
When I moved to La Jolla, California, in 2022, I was amazed by the holiday spirit that seemed to be everywhere.
Twinkling lights. Decorated storefronts. Festive gatherings. It felt almost too perfect to be real.
Sitting around the dinner table with my cousins one evening, I
laughed that living in La Jolla at Christmastime felt like living “in a Hallmark movie.”
Naturally, the next question was: What would the movie be called?
Ideas were bandied about until my cousin Colleen said: “Fa La La La Jolla.”
Aha!
The movie script is still being written, but something else was born that night: the idea for a festive clothing line celebrating the magic of the holidays—and the hometowns we love.
And then…the idea got shelved. (Just like the Elf on a Shelf.)
Life got busy, the vision wasn't quite clear, and Fa La La La Jolla waited patiently for its moment.
Then, in 2026, something shifted.
The perfect mistletoe-embellished logo came to life. Community partners brought their talents and expertise to the idea. Samples began taking shape.
And voilà…
The Fa La La Store was born.
The Tale of Two Towns
Yes, it started with La Jolla. But it didn't take long before friends began asking:
“What about La Mesa?”
Good question!
Because there are wonderful “La” communities all across America, each with its own personality, traditions, hometown pride—and holiday spirit.
And eventually, we'd love to Fa La La them all.
The Fa La La Store is a celebration of the places we call home, the people who make them special, and that wonderful time of year when everything feels just a little more magical.
Hometown Pride. Holiday Spirit.
It's festive hometown pride—sealed with a kiss. ♥
Just inland, La Mesa offers the charm of the "Jewel of the Hills." With its historic village and community-focused celebrations, it provides a warm, heartfelt contrast to the coastal breeze.
Together, they represent the heart of our inspiration—celebrating the unique spirit of the hometowns we love through every season.
Our Core Values
Hometown Pride
We celebrate the unique spirit of our community in every garment, honoring the places we call home.
Holiday Magic
Our mistletoe-clad logo and cozy designs are meant to conjure the spirit of the season. Just add hot chocolate!
Happiness
We want to put a smile on the face of every person who wears an item from The Fa La La Store!