From Shyness to Self-Expression: Allyson Garro's Journey with Creativity, Identity, and Self-Expression

Allyson Garro's journey to founding Coco Coquette, a vibrant space for wigs and self-expression, began in her childhood—a time marked by shyness and a desire to find confidence. "I was a painfully shy kid who found comfort in dress-up and theatre. Stepping into the role of a different character than myself gave me permission to put aside my social anxiety and become a more confident version of myself," Allyson recalls. Her interest in self-expression deepened throughout college, where she studied acting and later, costume design. "I was fascinated by the way costumes and makeup could alter the way I moved, felt, and perceived myself, both onstage and off." This understanding of transformation would later influence her career and the foundation of Coco Coquette, where she would help others find their own sense of confidence and expression through wigs and makeup.

Allyson credits her parents with providing the stability she needed to explore her creative ambitions, even during periods of uncertainty. "My parents were always really supportive of me growing up. Even when I felt like I was just blowing in the wind, flitting from this to that, seeking adventure and unsure of what I wanted to do with my life, they still believed I would find my way." Their belief in her gave her the freedom to take risks and explore new paths.

With this instilled self-assurance, Allyson moved to New Orleans, where her love for creativity and transformation flourished. "I moved to New Orleans in 1999 and fell in love with parade culture. The way the whole city participates in revelry, joining together in the street; where art is created to be worn for a day, then scrapped for parts to be made into some future costume. The ephemeral quality of abundant creativity and boundless self-expression was a constant source of inspiration for me." During her time in New Orleans, she worked at a wig and makeup shop in the Quarter and joined a burlesque troupe. "I fell in love with the art of showgirl artifice and glamour; the wigs, the fake lashes, the glitter lipstick! I loved the transformation that would occur in the smoky dressing rooms, where I learned what adhesive works best to glue a pastie (lash glue), and how to keep your stockings from running (make damp, then stick them in the freezer). New Orleans introduced me to the ‘dusty sequin’ aesthetic that continues to lay claim to my style."

After a few years in New Orleans, Allyson moved to Los Angeles in 2003 to pursue fashion design and further her interest in costume construction. However, after working in Hollywood’s high-pressure environment for several years, she began to feel burnt out. "After 3 years, I could feel myself burning out on the long 14-hour days, and the high-stress of a freelance Hollywood lifestyle. Most importantly, I wasn't feeling creatively inspired and missed the community I had left behind in New Orleans." In search of a change, Allyson took a road trip from Los Angeles to Austin, Texas. "When an old friend called me one day asking me to accompany her on a road trip from Los Angeles to Austin, I jumped at the chance to get out of town for a couple of weeks; little did I know then that I was about to uproot my entire life for one more major move to... Texas."

Arriving in Austin during the 2008 housing crash, Allyson struggled to find direction but quickly fell in love with the city. "I felt a special Austin/New Orleans kinship, partially because of there being so many Katrina refugees here, but also because I found Austinites to be friendly, authentic, and creative." It was in Austin that Allyson’s dream of creating a space for self-expression through wigs and makeup began to take shape. "I knew I wanted to create a space where costumes and revelry prevailed." She didn’t have capital or business experience, but through a stroke of luck, she was invited to open her shop alongside a vintage clothing store and hair salon in a beautiful old house on E Cesar Chavez. "We each took a room, and operated our businesses separately, while supporting each other by sharing expenses, and the growing pains of sole proprietorship."

However, the early days were challenging. Coco Coquette had no visible sign, and they relied heavily on word-of-mouth marketing. "The major challenge when we first opened was lack of visibility. We couldn’t have a sign until we brought our building up to code, so we operated for the first couple of years without a code of occupancy. We relied on word-of-mouth marketing, which as a new business, was mostly my mouth doing the talking!" The turning point came in 2011 when Allyson introduced Wig Parties to the business. "When a coworker at the bar where I was still pulling night shifts wanted to have her bridal shower at the shop, a light came on: having parties was a way for us to showcase our unique wig and makeup experience." The Wig Parties quickly became the talk of the town, filling their calendar with private events every weekend.

In 2020, the COVID-19 pandemic presented a major challenge to Coco Coquette. "The next big disruption came in 2020, where we went from having a full calendar of in-person parties to everyone calling in those first couple weeks of lockdown, wanting a refund of their deposits. It was a scary time for everyone, and I wasn't sure if we would make it." However, Allyson adapted, turning the business toward online sales and DIY wig parties. "By the grace of some stimulus money and a couple of different grants, and many hours spent building out our online shop, making personal wig deliveries around town to save on shipping, and creating DIY at-home Wig Parties, we eked by and were able to hang on to see another year. And then another year."

Today, Allyson is proud to have made Coco Coquette a safe space for people exploring their gender identity. "Becoming a place where people feel safe to explore their gender identity feels like a big accomplishment, especially given the current political climate, and Texas politics in general. It's an enormous honor to be able to offer services that support and celebrate our Trans community, and to be a place where people come to create and experience joy."

Reflecting on nearly 15 years as a small business owner, Allyson Garro attributes her success to countless small, ongoing decisions. "I can't think of one major decision that was crucial to my success; being the sole owner of a small business is made up of a thousand small decisions that I'm constantly making." The key to Coco Coquette's longevity has been Allyson’s adaptability, willingness to learn from mistakes, and constant experimentation. "The main factor that has contributed to our longevity is to try new ways of doing things, and to continue to learn from my mistakes."

Guided by the mantra, "I release attachment to specific outcomes, and open myself to infinite possibilities," Allyson remains passionate about her work and the community she’s built. "I'm a curious person, driven by my desire to create beauty and meaningful experiences. My love for collaboration keeps me open to trying new things." To celebrate Coco Coquette’s 15th anniversary on May 18th, 2025, she’s hosting a special “Queencinera” party filled with surprises. "We’ll be celebrating our 15-year anniversary on May 18th, which has felt like a huge milestone, especially after the difficult couple of years we've had. I'm planning a 'Queencinera' party, and there are going to be lots of sweet surprises. Save the date!"

Interested in exploring your own journey of self-expression through wigs, makeup, and a little sparkle? Check out Coco Coquette website and browse through past transformations on their Instagram.

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