Home COVID-19 Hoboken Boutique Brooke + Bel Changes Strategy Amidst Pandemic, Debuts Online Shop

Hoboken Boutique Brooke + Bel Changes Strategy Amidst Pandemic, Debuts Online Shop

by Danielle Lynch
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Sometimes, the stir-crazy feeling from being stuck at home can only be fixed through one thing — retail therapy. Thankfully, Hoboken has a new boutique that’s ready to satisfy all those needs — enter, Brooke + Bel. This fun yet elevated women’s clothing boutique, located at 60 4th Street {right on the corner of 4th and Washington}, is currently open for online shopping, and the storefront, when it officially re-opens, features fashion pieces that are perfect for anything from date night to that last-minute work function. There are also highly-coveted fashion accessories, home decor + gifts, too, for sale, so you can get whatever you want delivered right to your door. We were lucky enough to chat with the owners and learn about what this new Hoboken boutique has to offer.

brooke and bel hoboken

{Photo credit: @brookeandbelhoboken}

About the Owners

brooke and bel hoboken owners

{Photo credit: @brookeandbelhoboken}

Owners Brooke Stowers and Samantha Belfer are excited to have a shop right off of Washington. Sam {a Hoboken girl herself} and Brooke both grew up working at their local boutiques before studying fashion merchandising.

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The duo met as Buyers in Women’s Contemporary at Saks Fifth Avenue, where they became close friends. After five years at Saks, the two made the decision to start their own venture. “Brooke and I work so well as a team,” explained Sam. “We knew we had to create something together.” 

Both Sam and Brooke are committed to bringing their buying knowledge and expertise to an underserved market. Sam, who has been living in Hoboken for the past few years, realized that there was quite a void. “There are a ton of spin studios, blow out bars, and coffee shops but so few multi-brand boutiques to serve this market.” 

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So who is the typical Brooke + Bel shopper? “Well, she is a Hoboken woman in her mid-20s to early 50s. She is a new mom with a family. She is going out on a first date and wants to feel confident. She is taking her kids to school. She is getting brunch with her friends,” the duos shared. Their mission is to cater to the wide range of women in Hoboken. 

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The Shopping

brooke and bel hoboken boutqiue

{Photo credit: @brookeandbelhoboken}

Brooke + Bel features brands such as LoveShackFancy, Cotton Citizen, WeWoreWhat, Nicholas, Levi’s, LTHJKT, Electric Picks Jewelry {a local Hoboken designer}, and much more — the perfect mix for a girl that wants to elevate her every day. It is Brooke and Sam’s hope to be able to help clients step into “their closet” to find an outfit for any mood. 

brooke bel shopping

{Photo credit: @brookeandbelhoboken}

Not only does the shop sell, beautiful clothing but accessories as well. Giftables from candles, to coffee table books {oh hello Assouline books!}, to jewelry, the store has it all, making it a one-stop-shop for everything you need to look and feel your best. The store also carries special pieces — like that statement dress that you’ve had your eye on as well as everyday pieces from t-shirts to leather jackets or denim to throw together for a classic look. 

brooke and bel shop hoboken

{Photo credit: @brookeandbelhoboken}

When the store does physically reopen, there’s a lot to expect inside, too. The decor in the store is stylish with girly blushes and pops of teal with gold, marble, and brass accents. “We wanted to create an atmosphere where our guests can feel chic, look cute, and have an inviting environment to shop in,” boasted the girls. And that is exactly how it feels. The boutique is enormous, allowing Sam + Brooke to use their space for many different purposes. Their future plan is to collaborate with local book shops, yoga studios and other spots in town to activate their space as part of the community. 

Sam and Brooke are partnering with local businesses, especially those run by other women. “We are lucky enough to work with many women during this process who have been incredibly supportive of us,” Brooke explained. “With the support, we have received from others, we want to pay it forward and be that platform for other women, as well.” 

Read More: All the Hoboken + Jersey City Businesses to Support Right Now via Gift Cards

And fun fact about the storefront — the space on the corner of 4th and Washington Street was once horse stables and has now been repurposed into a commercial space. When you can visit again, if you look closely, you can see the hinges of the old barn doors, which is something that really caught Sam and Brooke’s attention from the start. Brooke and Sam absolutely love Hoboken and are excited to build personal relationships with their community. “We want everyone to feel connected to the store and give that personal touch. That is why we chose a town like Hoboken,” Sam told us. 

Brooke + Bel is currently open online for those at-home shopping needs—  so check out what the store has to offer here.

Have you shopped at Brooke + Bel yet? Let us know in the comments!


Did you know: We started a podcast about all things news and lifestyle in Hoboken + Jersey City! Listen to the latest episode of Tea on the Hudson here and subscribe.

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