Our Story

HER Story is a family business ran by mother-daughter duo, Susan and Ciara Morreale. Susan began her journey on Pine Ave, in Niagara Falls, NY, as Lotions & Potions, when Ciara was born - over 30 years ago. She wanted to create a space to for women to come + shop, feel beautiful, while taking care of themselves inside + out. “A look good, feel good store.” And that is exactly what she created.

Over the years + many location changes - one thing remained consistent - their commitment to the spirit of women. + the desire to share stories in a way that inspires + connects other women. They were always saying to their customers…. “You have to hear HER story….”

Throughout that journey, Lotions + Potions turned into so much more than just a bath + body shop —it grew into HER Story, a lifestyle brand that is a true embodiment of the lifestyle that Sue + Ciara cultivate in their own lives.

After battling breast cancer in 2008, Sue was even more passionate about getting her message of strength in the hands of women who needed it the most - and the HER Story jewelry collection was born.

Today, HER Story has their flagship retail location in Buffalo, NY, where they continue to share not just their own stories, but those of the amazing women they encounter on their journey. Their jewelry can be found in women-owned boutiques across the country.

Our Purpose

Our offerings at HER Story consist of women’s apparel and accessories, intimates, home décor, self-care and gifts that reflect individuality + personal style. We carefully curate a selection of items that inspire joy, that are rich with symbolism and inspire you to shop mindfully with intention.

The products we curate across all categories have a story –  stories that we hope will empower women and help them feel good about who they are. We share the stories of the women behind the brand - who she is + why she does what she does.

She creates…..She uses…..She believes……

We provide a marketplace for products that are made by women, for women, or supporting other women in business. We are a place to celebrate women and the products they create.

Our Mission

HER Story is a part of our lifestyle portfolio, along with HER Sanctuary + HER Kitchen.

Our mission is to provide space in which beauty, experience + wellness are strengthened through products + resources that guide HER journey to well being, celebrating women + their stories, while empowering HER to live a happy, healthy, and grateful life.

To HER, we are a doorway into shared collective creativity - integrating the elements of healing, sanctuary, education, and beauty, and how they can all balance one another to create the experience of mindful shopping + collaboration. We support and encourage the entrepreneurial spirit of women, while providing a platform to share their gifts with the community. A place for HER to recognize her inner strength and purpose, while staying true to who she is.