Share: 

Boutique W to open in Rehoboth Beach

Owner Robin Cohen takes over Sharee’s Fashions location Aug. 1
July 23, 2019

Story Location:
Boutique W
168 Rehoboth Avenue
Rehoboth Beach, DE 19971
United States

For years, Sharee’s Fashions has provided women of Rehoboth with fashionable clothing and top-notch customer service. Now, as owner Sharee Sypinski looks toward retirement, Robin Cohen, owner of Boutique W, intends to provide the same level of style and service in the same Rehoboth Avenue location.

Beginning Thursday, Aug. 1, Sharee’s Fashions will become Boutique W. The two women will be working together through the month of July – Sypinski slowly liquidating her inventory, while Cohen brings her inventory in.

Sypinski said the gradual transition allows her regular customers to get used to the change and see that Cohen has similar priorities, while giving her nearly a full season to say goodbye.

“It’s been a great job,” said Sypinski. “Never did I not want to come to work.”

This will be the third Boutique W for Cohen, who also has stores in Newtown Square, Pa., and Lutherville, Md. Customers from those stores shop at Sharee’s when they’re in Rehoboth, Cohen said.

After starting in the retail business at age 17, Cohen said she decided to try her hand at working for herself at the age of 48. She said she took everything she learned and started over.

Cohen said she’s filling a niche. Her customers are looking for cool clothes for grownups, but they want to be able to come into a store, talk with people who know what they’re doing and physically try clothes on.

“We’re selling customer service, which we happen to do through clothes,” said Cohen. “Our best advertising is still word of mouth.”

Boutique W is designed to be a neutral, safe place, said Cohen, who does all the buying and merchandising for the Boutique W stores. There’s no religion, no politics, she said.

Rather than change signs midway through the summer, Cohen said Sharee’s sign will remain until January, when the store will close for a makeover, and the Boutique W sign will be installed.

“You know it’s a Boutique W when you come in,” said Cohen.

Boutique W will be the latest in a string of women’s clothing stores to open in Rehoboth over the past few months. Cohen said she’s excited to be a part of a growing group of women-owned businesses.

Sypinski said she’s relieved Cohen is taking over her space. She said a lot of blood, sweat and tears went into making Sharee’s work, and she wanted the space to continue to be a specialty store.

“Retail has to be in a person’s blood,” said Sypinski. “You can learn, but for the most part a person has to be born with it.”

Beginning in August, Cohen said, the store will be open 10 a.m. to 8 p.m., seven days a week. For more information call 302-226-7554 or go to boutiquew.co.

Subscribe to the CapeGazette.com Daily Newsletter