About Us

My earliest memory of fashion goes all the way back to when I was about eight years old, spending summers at my grandparents’ home at the Jersey Shore.

My grandmother—my mommom—was a milliner in New York City. Her closets were filled with handmade hats, beautifully beaded dresses, bags, and, of course, drawers upon drawers of jewelry. It was a time when the grown-ups truly dressed to the nines just to stroll the boardwalk in Atlantic City.

My sister, cousins, and I would spend hours putting outfits together and parading around the living room for whatever family and friends happened to be visiting. Looking back, I think that may have been the very first fashion show I ever curated—haha! There was something so special about digging through the treasure chest that was mommom’s closet, searching for just the right pieces.

Fast forward 48 years, and here I am—owner and creative director of Boutique W.

From the very beginning, my vision for Boutique W was to create a space where women lift each other up and truly feel supported. A place that is both age-positive and body-positive, where every woman who walks through our doors leaves feeling better than when she arrived.

What I didn’t realize fifteen years ago, when I opened our Newtown Square store, was that what I was really searching for was that same childlike joy I felt playing dress-up in my grandmother’s closet.

After opening our (now closed) Rehoboth Beach location, it became even clearer. Women—even those who swore they didn’t enjoy shopping (yes, really!)—were discovering joy. Not just in the clothing, but in the experience of being styled, of being cared for, of being seen.

That’s what we strive to create every day in our Newtown Square store.

Boutique W has grown into something that feels a lot like mommom’s closet—just reimagined.

A place where women come to play dress up… and leave feeling like their very best selves. ✨