Yolanda Cellucci’s Stuff

Septuagenarian Yolanda Cellucci embodies a glamorous time when women wore ball gowns and debonair men sipped martinis in three-piece suits. She brought that elegance to Yolanda's, the fashion emporium where she held court for more than 40 years. But life wasn't always glitzy. Long before she established herself as an institution of Boston's social scene and a regular on local best-dressed lists, Cellucci was selling wigs from her house in Waltham. In 1968, she opened her store, offering a brand of customer service that seems quaint today. (A staffer greeted guests by taking their coats; coffee was gratis.) Before closing in 2009, Yolanda's housed a bridal boutique, a spa and beauty salon, and even a pool. Today, Cellucci steers her followers toward flattering designs as a personal shopper at Neiman Marcus. The Lincoln resident is also learning new tunes on her white baby grand piano, a vestige from her shop days. Some things never go out of style.

Tell us about your gorgeous piano. The baby grand piano was at Yolanda's first. It added a special touch. We got it back in the 1980s, when elegance was in. People loved being treated in such a special way, shopping for luxury goods and black-tie affairs. It was relaxing to have a pianist, like going into someone's home.

And now it's at your home. Do you play? I'm learning the Beatles and stuff from The Sound of Music. I tease everyone: "If I become really good, I will be the most popular person in the nursing home."

Tell us about the glory days of luxury shopping. We started in 1968. It was "where beautiful lifestyles begin" - Vogue gave us that title. Women could relax, get their hair done, shop. It was kind of a country club for women. The women loved to socialize. We called them the "golden girls." Back in 1968, a lot of women weren't working. Some came with their children. It was a special place to unwind and meet friends and talk. I'd dressed three generations by the time we closed three years ago.

Why did you close? To be honest, I never wanted to close. But my two daughters didn't want to own such a large complex. I couldn't continue the way I wanted to. And it went to the right people, Mount Auburn Hospital's medical center. The other thing was, if I stayed there, it was time to change the concept. The look of what we were - glam and fantastic - would have to change, like how fast food is more popular than fabulous restaurants now. I still love the glitz, the glamour.

What has been keeping you busy? I took a job with Neiman Marcus as a personal shopper. Wednesdays will be "Yolanda Day" there. If my old customers want me to select things, it works out really well. I also have my own show [on Waltham community-access station WCAC-TV], Style and Glamour with Yolanda, and I'm having a ball. . . . I work with Lasell College's young designers. I donated dresses for their Donahue Design Center. The MFA took about $1 million of my dresses for 2012, so I'm working on a book to coincide with that launch. It's a fun, light, enjoyable look at what the business is like.

What style advice do you give women? Fit is so important. I work with designers who know how to cut. Buy something not because it's pretty, but because it fits well. I also think a woman looks fantastic in heels. Kate Middleton always has a pair of beautiful pumps.

Any fashion don'ts? I do not like leggings. They're very unflattering. I wish they would go away. It's upsetting to see a girl in leggings with a top that doesn't cover anything.

What's it like to be a Boston fashion icon? It does keep me on my toes. I'm not going to wear a sweatshirt and jeans. I usually wear white, and I wear a complete outfit. And I love sequins. I'd spread sequins on my cereal in the morning! I'm hoping for a return to that glamour. We have one life to live. Why not live it as glamorously as we can? I've been married 55 years, and I still get up in the morning and put my makeup on.