OMAYO Studios, a recently opened lounge in Montauk, features regular programming focused on fitness, wellness, and beauty. Founded by artist and traveler Molly Eldred, along with events expert Amanda Usher, OMAYO aims to become a premier destination for all things related to wellness.
Situated at 45 South Euclid Avenue, just steps away from the Hampton Jitney stop, with almost 3,000 square feet of newly constructed space, OMAYO offers a coastal oasis where simple luxury meets beauty and well-being. The space will feature brands like Fuze House, Bala, Higher Dose, and more, with a dynamic calendar of rotating partners, pop-ups, activations, and events.
We spoke to Eldred and Usher to learn more.
Can you each tell us about your background and what brought you together to launch OMAYO?
MollyPops, Founder: It was actually my partner’s idea (to an extent)! I’ve been living part-time in Puerto Rico for over 6 years, where I’ve built a massive community movement called “The Ministry of Social,” and I’ve hosted hundreds of events and helped launch numerous businesses.
My partner, who lives between New York City and the Hamptons, came to visit me several months ago. I was hosting my monthly “Boujee Girl” day at my house, where everyone comes over in robes, and I bring in masseuses, yoga instructors, chefs, nail techs, and more, and I create a whole wellness day for them. He was so blown away and told me that we needed something similar in Montauk. He happened to own a brand-new empty building, and I was more than eager to help him utilize the space!
I spent a few weeks coming up with various ideas. I knew I didn’t want to own a nail salon or run a spa — I wanted to create something that truly reflects the needs of both the community and its businesses. I had the idea to create a pop-up-style business model that would serve as a temporary “home” for brands wanting a footprint in the Hamptons and provide a new and ever-changing experience for the local community.
I decided to focus on the concept of a one-stop “pamper and prep” lounge, as I realized there is no central hub in Montauk for people to get everything they may need before a night out, all under one roof! I also selfishly joke that it’s everything I want access to without having to go to multiple places.
As the vision became clear, I called Amanda immediately. There wasn’t a better person in the world who could help me refine and launch this crazy idea — we’ve been off to the races since!
Amanda Usher, Co-Founder: Montauk has been a second home to me since birth, so the location was a no-brainer. I have been working in experiential marketing since graduating from Barnard College in 2012. In 2016, I was the first hire for Heymama, handling marketing and experiential efforts. During that summer, I planned an event out in Montauk at The Surf Lodge with Self Magazine and other amazing brands. I loved the idea of planning activations in Montauk, so I started my own agency to program for destinations with big brands and magazines.
I have hosted pop-ups with numerous clients at various hotels throughout recent summers, and I knew I could find a space to host all brand categories in a strategic and innovative way.
When Molly called me with her idea, I knew I couldn’t pass it up. My sister owns Bambi’s in town, so I was ready to build something out here as well. I also love collaborating, so it only made sense to work with such a close friend from Puerto Rico.
Can you tell us more about the concept?
M: This concept is truly unique and has never been done before. Essentially, we serve as a pop-up hub that allows multiple parallel brands to have turnkey retail, services, or event activations throughout the season. You can stop in for your morning workout, hit the sauna & plunge, shop in our curated retail space for last-minute needs, hang out in our beauty lounge, or check out our newest event activation. Hamptonites can expect everything from nails to blowouts, makeovers, facials, massages, shopping, art, and more. It’ll always be something different and unexpected.
A: The concept is super unique. Brands can build out their dream summer experiences and work with us from an experiential marketing perspective, and guests can enjoy rotating events, pop-ups, services, and swag.
What are a few of the events and activations on the calendar at OMAYO for this Spring/Summer?
A: I don’t want to give them all away, but I am really looking forward to our summer wellness series with Fuze House and HigherDose. I love Pilates, and I know Montauk will love this method, and I know the HigherDose saunas will be the perfect way for guests to reset. We’re also in conversation with Ceremonia to launch their Perfume, ‘Mist de Guava,’ and host ‘Get Ready With Me’ events with Pickle in July. That is all I’ll tease for now, but stay tuned for more by following us! You can follow our IG @helloomayostudios and check out our website helloomayo.com or subscribe to our newsletter to stay in the know.
What do you love most about the Montauk community?
M: I’m new to the area, but I have been spending a lot more time in town, including a few very cold and quiet winter months! I’ve lived in nearly every major city in the US, and a few abroad, but I come from a very small town in Ohio. The sense of close-knit community and small-town vibes here definitely make me nostalgic. I love that MTK has its own sense of identity amongst the Hamptons hamlets and has stuck firmly to its roots. It’s a mom-and-pop shop community in a world of chains and brands, and I think that’s what makes it so lovable. The entire town feels like you’re being welcomed into someone’s home. While I am an outsider doing something vastly new, I hope to honor that feeling with the community here.
A: The nature and the waves. My Puerto Rican grandma and Italian grandpa landed in Montauk after World War II. They built a house in Ditch Plains, and I was lucky enough to learn all about Montauk’s magic from them. My parents bought a house near Gurney’s in the ’80s on the Old Highway, and I have been running, surfing, and eating my way through town ever since. There’s nothing better than walking into a local shop and knowing every single person in there, and I am so grateful for everyone in this beautiful community. I hope OMAYO becomes a place the town can love as well.
