Ish Boutique opening Rehoboth Avenue location

After 8 years in Ocean City, owner Christina Lawson expands with second shop
May 1, 2019

Story Location:
403 Rehoboth Avenue
Rehoboth Beach  Delaware  19971
United States

A few days after celebrating the start of her eighth season in Ocean City, Ish Boutique owner Christina Lawson said she’s excited to be nearly ready to open her second Ish Boutique, this one on Rehoboth Avenue.

“That store is maxed out,” said Lawson, of her Ocean City location. “I knew it was time to expand, and it just felt right coming to Rehoboth.”

Lawson grew up in Ocean City and studied interior design in New York City. She said she opened her first boutique after she returned home and realized Ocean City didn’t have the shops she was seeing on a day-to-day basis in New York.

“I love Ocean City, but there just wasn’t much fashionable clothing offered,” she said.

Lawson said there’s a little bit of everything for sale in her stores – jewelry, clothing, beauty lines, baby clothes and home decor. She described her clothing choices as beach-chic. It’s stuff that can be worn during the day and then transformed into some that’s worn out to dinner at night, she said.

Lawson said a woman can come in and be dressed from head to toe, and her nonclothing items are giftable. Her beauty products as clean beauty, she said; the lines offered are all natural.

Lawson said she’ll be spending the majority of her time in Rehoboth this summer. The Ocean City store has a great group and the store pretty much runs itself, she said.

In addition to the quality clothing and fashionable home decor, Lawson said she’s a stickler for customer service. “When a customer comes in, I want to get to know her and what she likes,” Lawson said.

The Rehoboth store, with 1,400 square feet, offers more space than the 900-square-foot in Ocean City location. It’s much bigger, but it also allows for much more creativity to display items and the brands offered, said Lawson, estimating there will be 20 additional lines of merchandise for sale in Rehoboth.

Lawson said some of her Ocean City customers are from coastal Delaware, and she said those customers are looking forward to Rehoboth opening. “It’s nice to know there’s a customer base here, but it’s exciting to see who else will be coming,” she said.

The store is scheduled to open with a party at 5 p.m., Friday, May 3, said Lawson. After that, for at least the first few weeks, the store will be open Thursday, Friday, Saturday and Sunday, she said.

To monitor updates on the Rehoboth location, go to, follow on Instagram at ishboutique or on Facebook at Ish Boutique. Call the Rehoboth location, 403 Rehoboth Ave., at 302-212-2577.