What's in Store: 344

At Jasmine Sola's successor, the trendy threads don't run cheap. The deja vu, though, comes free of charge.

By Rachel Baker

July 2008

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: SOLA ACT: The Newbury Street outpost of 344. Photo by Lisa Richov.

Local chain Jasmine Sola, fashion Valhalla for sorority girls of all ages, crumbled earlier this year under a cloud of scandal. In the new 344, founder Luciano Manganella is attempting a comeback, with seven stores already in place at press time and two more to come. But while Manganella miraculously hung on to the prime real estate of his beloved chainlet, duplicating its success as the premier shop for ponytailed coeds and their toned and tucked moms will prove much harder.

For one, Jasmine’s reputation—and demise—precedes 344. Haunted by the same layout and the same general vibe, shoppers will find it impossible not to compare the two. Young women armed with Daddy’s credit card used to swarm Jasmine for after-class spending sprees; however, on a recent Friday afternoon, the 344 store on Newbury Street was completely devoid of customers (though the salesgirls were as chirpy and helpful as the old Jasmine crop). Its selection of familiar brands of jeans, dresses, and going-out tops feels more sparse than its predecessor’s, the designs now more ordinary. The pastel palette is in some ways refreshing, yet when weighed against Jasmine Sola’s old neon backdrop, it seems almost a bit mournful.

Add to this the recent influx of wallet-friendly clothing chains like Zara and H&M, and it’s even harder for 344 to rate as a successful encore. In its heyday, Jasmine was cutting-edge in carrying brands like Ella Moss and Free People; its stock of designer jeans from labels like Seven and True Religion was unrivaled. By comparison, 344’s current model of approachable (but not cheap) and upscale (but not too grownup) feels ho-hum. This is not the place to go for deals, but it’s not the place to go for anything special, either.

Originally published in Boston magazine, July 2008

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User Comments:

What a joke!!
Posted by Anonymous | Jun. 27, 2008 at 1:32 PM

COMMENT:

I can't believe they would have the nerve to go back into business. I heard from a relible source that(an employee) that they miss treat their staff. What does one expect...it's happening all over again! I have recently been in 344. The buying is awhful! What is up with that! We and go to one of the nicer department stores get the same brands,better choices,and discounts. It wont take long for them to fall flat on their faces!

Dear Leah
Posted by Anonymous | Jul. 11, 2008 at 9:27 AM

COMMENT:

Jasmine Sola was a great store. We need to just remember it as that. On the other hand 344 is just a copy of it. The only difference when you walk in is the buying sucks. Stuffed racks of clothes that can't be sold is very unappealing. Youjust will never bring JS back. Second chances, he is a sick man to think we all don't remember. He didn't lose millions..he made millions because of his fancy lawyer. I went into the one of the 344. The staff have become soilders. Nothing like the old days. Give it up Lunciano! 344 sucks

Get a life Rachel Baker !
Posted by thomas | Jul. 11, 2008 at 1:58 PM

COMMENT:

To bad you're such a sick and angry girl. It's sad to admit you were wrong with the last nasty story,so what do you do,you write another one. too bad you can't afford to shop there!

The best is yet to come...
Posted by Natalie | Jul. 11, 2008 at 5:04 PM

COMMENT:

His name is actually Luciano. Not Lunciano. And I was a loyal customer of JS. My entire closet was filled with jeans, tops, and shoes from the retail icon of Boston. I was devasted, like the rest to hear the drama. I love the fact that 344 is now here. It is a great store that maybe is not up to par with JS just yet, but I have faith that the Manganellas know what they are doing and you wait and see Rachel Baker and haters, 344 will be just as good, if not better than JS. I applaud Luciano for keeping his head held high through all of this and having the courage to come back, admit his mistakes, and deliver what we Bostonians have been missing so much. Bravo. oh and Miss Baker...stop hating. you clearly need to take a class in writing and fashion. I will be sending a "Journalism for Dummies" to your office promptly. Natalie

Back and way, way better then before
Posted by Gaby | Jul. 14, 2008 at 8:51 AM

COMMENT:

There is certainly something to be said about the irony in remaining anonymous. In the above posts those with negative comments chose to remain unidentified (as is usually the case with negative blogs.) If you have something negative to say, you should at least have the courage to say who you are. There is nothing more cowardly than saying something horrible and hiding your identity. Rachel Baker- one negative article after the next, you're getting fairly predictable, the Manganella's are back in business and the joke is now on you. You are nothing more than a biased, less than mediocre fashion journalist. For those of you with positive reviews, thank you for posting not only what you think of the new 344, but also who you are. 344 is a fantastic store that has gotten incredible reviews from the public. The best is yet to come.

It's all about the money!
Posted by Thomas | Jul. 14, 2008 at 9:27 AM

COMMENT:

How Rachel Baker can be so stupid and not see the fact that New York and Co. just wanted to get out of paying Luciano that SEVEN MILLION dollars is beyond me.

Who is Rachel Baker
Posted by Luciano | Jul. 14, 2008 at 3:52 PM

COMMENT:

Rachel, you were not born when I open my first store. It is unfortunate that you have no idea of the knowledge that is needed to open 7 stores in 4 weeks. Mostly unfair is that you believe in magic, and criticizing a store that has been put together in a flash is beyond my comprehension. Most of all I am sadden to see that as a Bostonian, writing for a local magazine, you do not support Boston based businesses, but encourage Bostonians to shop in foreign companies such as Zara and H&M. Oh sorry! I forgot you are from Alabama? Next time, please call me and I will be glad to show you the future of 344, that by the way will have more longevity than your job at Boston Magazine.

Welcome Back
Posted by Patrick | Jul. 15, 2008 at 4:43 AM

COMMENT:

Great to see Luciano and Co. bouncing back from all the drama, best of luck as always.

Who is Richard Crystal?????????
Posted by Anonymous | Jul. 15, 2008 at 9:04 AM

COMMENT:

Has anyone looked into the background of this guy?He must really think he's a smart ass to try and use these cheap excuses not to pay somebody the money that isw owed. The arbitraitors were at least smart enought to see thru the ruse and make New York and Company pay for Mr. Manganellas lawyers. You have to wonder where all the shareholders of New York and Company have been sleeping!

Me
Posted by Richard | Jul. 15, 2008 at 8:58 AM

COMMENT:

I'm not a crook. The real truth is, I love money so much,I'll do anything for it!

Thank God we still have free speech........
Posted by Thomas | Jul. 15, 2008 at 10:55 AM

COMMENT:

It might be a good idea if everyone took a deep breath and started to see what's going on around us!

Luciano
Posted by The Big | Jul. 18, 2008 at 8:51 AM

COMMENT:

Its rather sad that Lucianos horrid looking wife only stays with him because of 344 and his money. everyone knows that he hits on all of his employees and sleeps with whomever he feels like.

not afraid to show my name
Posted by sandy | Jul. 18, 2008 at 9:16 AM

COMMENT:

Gaby...i assume that lunciano is your father??!!! i feel very sorry for you. Sorry but 344 will never come close to jsola! why start up again...your father and mother should go back into their hole of shame!! Your not doing well...your company staying afloat. Rumor has it that you can't even pay your people. Just use and get rid of them. Mrs. Luciano is this all for the money?? Think about it..he'll never stop his adultress affairs. i know alot!!!!

Second Chances
Posted by Leah | Jun. 29, 2008 at 2:25 PM

COMMENT:

I know that people have said that the store (and owner) are both awful. The 344 in Lexington was just fine. I swooped in and out of there quick and bought some small things. Does anyone believe in second chances? Aren't a lot of fashion store owners similar to Luciano? I myself enjoyed Jasmine Sola before they were bought out. Of course, I never worked there so I don't know what went on. Doesn't everyone deserve a second chance to do what they love? Even if they are an asshole? It is America after all...the owner can open new stores if he wants. He lost millions with the last one and the sale that went bad.

344 Is A Good Store
Posted by Anonymous | Aug. 11, 2008 at 10:22 AM

COMMENT:

Regardless of if you like the owner or not, 344 is still a good store. I have got tons of cute stuff there and will continue to. I have a friend that works there, they dont mistreat there staff so stop spreading stupid rumors like that. If you dont like the store, dont shop there, but dont waste your time coming on here and writing a review for a store if you clearly have no idea what your talking about. And dont compare it to Jasmine Sola, couse they have like the exact same things. The only thing thats changed is pretty much the name.

Good Store
Posted by Linda | Aug. 19, 2008 at 11:52 AM

COMMENT:

It's a good store, it's just that they're way too expensive. For instance a cute shirt costs $100... Yeah I was upset when JS went out of business but 344 is practically the same thing. It is true though that when you get into the store it looks dead seems like no one goes in. He should have reduced the price. I'm guessing it's cos he manufactures it in the USA or somewhere expensive so he has to balance it out. Guys don't fight man :) Fight only if he's paying you yeah- lol

ridiculous
Posted by Rene | Aug. 22, 2008 at 10:03 PM

COMMENT:

as was said above, opening 7 stores in 4 weeks is a sincere miracle and almost an impossible feat, luciano is a genius. as a former JS associate i was quick to judge and hate the new 344 but upon returning today, i saw both familiar and new faces as well as some fantastic new pre-fall items. as far as "mistreated" associates i must say that we were all treated as queens at JS, why do you think the associates are so nice to you? theyre having a great time. JS was a huge part of boston fashion and i can only see 344 getting to be such an icon in time and if you dont like it, im sure we would all appreciate it if you just dont shop there.

HAHAHAHHAAH....
Posted by Jessica | Mar. 16, 2009 at 9:24 AM

COMMENT:

I just want to say something for the “haters’ of 344,GET A LIFE!!! I know that for most of you, it’s really hard to get over the fact that Luciano is back !. As matter as fact these people writing bad things about the store (and their owners) and claiming that they know a lot, should just go back to their little ordinary world .Especially you “Sandy” that thinks you are so smart and know so much about the store and about “Lucian’s sup post affairs”. You should be the one to going back into your hole of shame. Because you were just a TOOL for New York and Company!!!That been said, I hope you can Get over the fact that even if you try really really hard, you will never be as successful as Luciano and Stacy Manganella are. So mind your own business...

Posted by Anonymous | Sep. 27, 2009 at 11:18 AM

COMMENT:

So, I actually know the daughter of Luciano. She goes to a high school around boston MA, and yes, she does have the best clothes and a nice house. But there was a lot of troubles with her family. So please, try to consider the fact that everyone has a life and their own family to look after. People are not just icons to hate because of what we hear in the media.

Luciano and Stacy are amazing!
Posted by aaron | Nov. 4, 2009 at 9:52 PM

COMMENT:

Ive known the Manganellas for over 6 years and have always been a pleasure to do business with! They have a great eye and honest business people! everyone that has written these stupid horrible hateful comments need to put themsleves in their shoes. Stacy and Luciano have put in many many years in the retail-fashion business and earned the industry's respect. most of these comments are so ridiculous as they dont even make sense.... they buy goods and sell them at a competitive price, they mix up the product to give the customer what they're willing to pay. If that Rachel wants to do her reaserch have her call me and ill fill her in on what the REAL story is! PS...everyone in the business bow down to Luciano and Stacy, besides the fact that are lovely to deal with they pay their bills which is more than most retailers. everyone owes them a big apology on here! Jasmine Sola was amazing...when New York and Co bought they thought they could run it with out Stacy and Luciano...look what ha

cheap
Posted by lisa | Dec. 12, 2009 at 6:07 PM

COMMENT:

As an update to all these comments old and new...what is going on here? Being a buyer for a upscale Boston Boutique I am always shopping around. When 344 first opened I looked around and noticed the only thing selling is "Free People" Well here we are Dec.2009 and the only thing selling at 344 is "free People". What is up with the new line the makes teenagers want to look like hookers!...face it, it's time to close up shop!

Good expirience!
Posted by Claira | Mar. 15, 2010 at 6:07 PM

COMMENT:

I went there to pick out an outfit for an outing and I found the salespeople there very helpful. They also had good tastes- when I wanted a skirt, they helped me find the perfect top to math it. The clothes there were adorable- and they were actually cheap. I found a lot of adorable tops for twenty dollars or less and I ended up leaving with a shoping bag filled to the brim with clothes. I will definatley be going back!

I was there.
Posted by Anonymous | May. 13, 2010 at 11:33 AM

COMMENT:

I was there and Supporting Luciano Manganella is like hiring a pedophile to teach elementery school.

I always find something !!!
Posted by Anonymous | Mar. 16, 2011 at 7:59 PM

COMMENT:

I dont know what everyone is talking about. I think its a cute store. I find something cute everytime I go. I shop at the Legacy Place in Dedham Ma location. The selection is good and they have cute shoes :)