Home COVID-19 Hoboken Boutique Brooke + Bel Announces Reopening After Basement Fire

Hoboken Boutique Brooke + Bel Announces Reopening After Basement Fire

by Danielle Lynch
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Back in December, Hoboken boutique Brooke + Bel suffered damages from an electrical basement fire. While thankfully, no one was injured, the shop was forced to temporarily close for three months. We’re happy to share that local ladies Brooke Stowers and Samantha Belfer are officially reopening the doors to their beloved boutique. On Saturday, March 18th the shop will resume bringing some much-needed retail therapy to Washington Street — and is celebrating with a reopening party. Read more to learn more about Brooke + Bel and its temporary closure. 

brooke and bel hoboken

(Photo credit: @brookeandbelhoboken)

The Closure

On December 17th, 2022, The Hoboken Girl took to Instagram to report a fire on Washington Street. The women of Brooke + Bel informed HG that the fire was in the basement of their boutique and that the store would be closed until further notice. This came just one day after Brooke + Bel was named Best Clothing + Accessories Boutique in Hoboken by our readers.

While no employees were harmed by the fire, the store’s basement was entirely wiped out, including all of its stock merchandise, which couldn’t be recovered. The shop was forced to close for three months.

Today, March 14th, Brooke + Samantha shared on Instagram that the shop has recovered and is officially reopening for business. Brooke + Bel will be hosting a reopening party from 11AM – 6PM. Drinks will be served and purchases will be accompanied by complimentary gifts.

Brooke + Samantha are so grateful to the community for rallying behind their shop during this difficult time and hope that Hoboken will continue to offer its gracious support. We’re so happy to have Brooke + Bel back, and we know they’ll continue to thrive.

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.

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.” 

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. 

Read More: A Guide to the Unique Boutiques in Hoboken + Jersey City

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.” 

See More: A List of Must-Shop Boutiques in Montclair

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. 

To stay in the know on all local happenings, follow @thehobokengirl on Instagram and TikTok.


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