Fashion dreams become Petaluma businesswoman’s ‘obsession’

Some of Sherill Le’s earliest memories are of playing dress-up and experimenting with makeup.

Le and her family emigrated from the Philippines when she was 6, and she recalls older women in her family applying their makeup while wearing beautiful clothes and showing her their beauty routines.

“As I grew older, I always saved my allowance to go to the Macy’s counter and buy cosmetics,” the 38-year-old said.

After attending college and spending two additional years at beauty school to garner more skills in her chosen profession, Le worked as an esthetician, building up her savings to open her own salon.

Le and her husband went on to launch two family-owned businesses, Shangri-La Nail Spa and Skin Care and Simmer Vietnamese Kitchen. The duo sold their interest in Shangri-La last year, allowing Le to finally launch the store of her dreams two months ago, a clothing and cosmetics boutique called Obsessed in the space last occupied by Earthsong at Kentucky and Western streets.

“The name fits me; I am obsessed by beauty in fashion and makeup,” Le said. “I’m good at putting together a look that makes you feel fabulous.”

At her new venture, she hopes to provide a local option for shoppers to buy a variety of “distinctive items,” she said.

“There are lots of fascinating women (here in town) who want clothing selections with a ‘beauty touch’ that are also elevated by purposefulness,” she said.

The business owner said she aims to “make everyone satisfied and happy,” while offering products that are what she calls “purpose-driven.”

“Fabrics (that are) recycled, environmentally friendly, little to no waste and socially conscious, those are the things that inspire me and I feel that is important to impart to our customers,” Le said.

While juggling her various ventures, Le continues her long tradition of supporting local schools and community groups by donating goods and services from her newest business. Since it opened, she has donated items from Obsessed for the Fabulous Women of Sonoma County’s recent Festival of the Trees event, for Casa Grande High School’s yearbook and for a body empowerment fundraiser.

As busy as Le is with running her latest business and helping out with managing Simmer, she said that “raising my kids to be upstanding citizens and to find their own happiness” is most important to her.

“Some days, it’s tough to keep family life and work life in balance,” she said

Le, who described herself as “hardworking,” said she enjoys helping others.

“I like to offer what I have, whether it’s advice for a beauty consultation or for clothing recommendations,” the Santa Rosa resident said. “Having someone be happy with what I’ve helped them with is always rewarding.”

(Contact Lynn Schnitzer at argus@arguscourier.com)