The Pink Turtle celebrates Rehoboth grand opening Aug. 17

Women’s boutique focuses on customers with affordable, stylish fashion and gifts
August 17, 2019

Story Location:
The Pink Turtle
149 Rehoboth Avenue
Rehoboth Beach  Delaware  19971
United States

Less than a week before the Aug. 17 grand opening of their Rehoboth Beach location, The Pink Turtle owners Carey Pauley, Christine Kendle and Claudia Seemans were in Las Vegas buying merchandise for the fall and winter.

The three women were scheduled to fly back Thursday morning, and Pauley said by Thursday afternoon they should be in Rehoboth putting the finishing touches on the store.

“We won’t get much sleep, but that’s OK. It’s what we do,” said Pauley.

Longtime friends Pauley and Kendle opened the first Pink Turtle in May 2010, eight months after Pauley’s daughter Savannah died from cancer. Pauley said the two women had dreamed of opening their own store, and doing it after her daughter’s death seemed like the right time.

“I went back to my corporate job, and I just didn’t want to do it any more,” said Pauley. “Christine and I were out on a run, and we literally made the decision to start the business.”

Nearly a decade later, Pauley is quick to respond when asked if it was the right move.

“100 percent. It’s absolutely been the right choice,” she said.

Pauley described The Pink Turtle as a customer-first store for women who want affordable fashion that’s hip, trendy and relevant. The philosophy is about getting to know customers, learning their preferences and making suggestions, said Pauley.

Unlike the company’s two other locations – Greenville and Glen Mills., Pa. – the Rehoboth location will carry lines from The Pink Turtle’s sister company, Savannah Boutique. Pauley said these items are geared toward girls in their late teens to mid-20s.

The store is located off Rehoboth Avenue in Village By The Sea. Pauley said they looked at eight or nine locations before choosing this as their beach home. It’s across from Arena’s and next to Lilypad Children’s Boutique.

“It’s the same type of customer,” said Pauley. “Mom can buy something for the kids and then come to our store and get something nice for herself.”

For now, Pauley said the plan is to be open year-round, except January. Store hours after the grand opening will be 10 a.m. to 8 p.m., seven days a week.

Pauley said the grand opening is from 10 a.m to 6 p.m. She said there will be a great DJ, sweet treats and a little bubbly.

“It’s going to be a huge party,” she said. “Everyone is welcome.”

For more information on The Pink Turtle, 149 Rehoboth Ave., call 302-278-7383, go to the, @shopthepinkturtlestore on Instagram or thepinkturtlestore on Facebook.