From DeKalb to New York and LA, two local women find success with lifestyle, fashion blog

November 26, 2018

DeKALB – Two DeKalb natives and lifelong friends are making waves for themselves with their fashion and lifestyle blog, Laur Lore, while sticking to their small-town, Midwest roots.

Lauren Ondik, 30, and Laura Harcar, 32, grew up blocks from each other in DeKalb. Ondik lived on North 15th Street, and Harcar lived on 13th Street. Both went to St. Mary Catholic School and were one year apart in high school.

“Our families knew each other, and though we knew each other in grade school, is wasn’t until high school that we literally became inseparable,” Harcar said. “We would borrow each other’s clothes on a weekly basis, go over to each other’s houses and take a bunch of stuff out of each other’s closets.”

Harcar, who still lives in DeKalb, operates her own freelancing graphic design business from home, which allows her to be with her 2-year-old son, Griffin. Ondik lives in Chicago and is a project manager for advertising agency Cramer-Krasselt in the city.

The blog, which began in 2015, was christened “Laur Lore” because of the first letters of their names.

“Lore means wisdom or knowledge, and so we kind of thought, it’s fitting talking about our lives; this is what we know, this is our knowledge,” Ondik said.

The two credit their “realness” to the steady growth of their readership. They quickly learned that the more imperfect they are with what they post, the better their content is at relating to its audience. Their posts range from, most recently, a guide to Black Friday sales, fall fashion season and a “Hometown Spotlights” section, which most recently detailed a night out at Heritage Prairie Farms, just outside of DeKalb.

“When we were posting on our personal social media accounts [about our lives], people would always comment, saying things like, ‘Where did you get your shirt?’ or ‘How do you get your hair to look like that?’ ” Harcar said.

“In the beginning, it felt like we had to have this perfect life to be able to portray,” Harcar said. “Now, three years later, we found people don’t like that. They want to see your messy life and messy closet, and that your kid is a pain in the butt.”

Ondik recently announced some exciting news on the blog: her first pregnancy and her bumpy fertility journey. The balance of Ondik and Harcar’s lives ensures readers get a multifaceted story.

“When we first started, I was in DeKalb, kind of rural, and [Ondik] was in the big city living with her husband and having fun on the weekends while I was over here breastfeeding,” Harcar said. “We felt like people could identity with not just one but both of us.”

Laur Lore comes along at a time when mom blogs and fashion posts are ruling the walls of Instagram and Pinterest, and their site has the stats to prove it. Laur Lore’s readership comes from Chicago, DeKalb and Sycamore, followed closely by New York and Los Angeles. Women unsurprisingly make up 86 percent of the audience, which includes 25- to 34-year-olds and 35- to 44-year-olds. The blog sometimes reached 4,000 views a month, Ondik said.

“At the end of the day, we’re both hometown girls, we’ve known each other our whole lives, and it’s kind of rare to have a friendship that long,” Ondik said. “We’re proud to say we’re from DeKalb.”

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