Tangerine Goods now open in Rehoboth

Entrepreneur Alison Schuch opens second location after success in Bethany
June 13, 2019

Story Location:
Tangerine Goods
5 N. 1st Street
Rehoboth Beach  Delaware  19971
United States

One year after opening her first store in Bethany Beach, Tangerine Goods owner Alison Schuch has opened a second location in Rehoboth Beach.

The doors to the new location opened Easter weekend on N. First Street, and she said recently things have been going well.

“So far, so good,” said Schuch. “We love being a part of small business community.”

Schuch said Tangerine Goods was born out of her surf shop Fells Point Surf Co., which she founded and opened in 2003. The first was in Baltimore, where she’s from, but she now has surf shops in Dewey Beach and Bethany. The surf shop has more clothing for men and women, while Tangerine Goods is more female oriented, with its own persona, she said.

A biology major in college who worked in the pharmaceutical industry for a number of years after graduating, Schuch said she started Fells Point and then Tangerine Goods because she always wanted to own her own business, and she likes the beach lifestyle.

“I’m a super beach girl,” she said. “Plus, I like being able to wear jeans and a T-shirt to work and not a suit, which I did when working in pharmaceuticals.”

Schuch said she curates her private label jewelry into different lines, suitable for different occasions – summer vibes, saltwater, weekend, camp, elements. She said her jewelry is reasonable priced in the less-than-$20 to less-than-$30 range.

Schuch said she sources her jewerly and other accessories from all over the world – Central America, Asia, India – and she travels the country to different trade shows to find just the right items.

Schuch said the Rehoboth location serves two purposes. First, she said, it allows her to have a presence in another beach town along the Delaware coast. Second, she continued, it has some office space in the back that will allow her to store supplies for other stores and give her a place to begin working on the store’s online wholesale side.

Schuch said right now the Tangerine Goods in Rehoboth is closed Tuesday and Wednesday. She said by the end of June, when school is done and families are on vacation, the store will be open from 10 a.m. to 9 p.m., seven days a week.

For more information on Tangerine Goods, 5 N. First St., call 302-278-7419 or go to

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