Home Fashion + BeautyShopping All About No. 18 Boutique + Wellness {and Their New Hoboken Home}

All About No. 18 Boutique + Wellness {and Their New Hoboken Home}

by Genna
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It’s hard enough to start a business in Hoboken — nevertheless a brick + mortar clothing store — but No. 18 Boutique has done just that, and is so much more than your average shop. No. 18 Boutique established loyal clientele throughout the past 3 years at their first location {44 Maple Street in Summit} and expanded to Hoboken almost a full year ago, when they opened their doors in late April 2017.

Alongside the main No. 18 Boutique business, the owners also started No. 18 Wellness to cultivate Hoboken’s large population of workout fanatics with lifestyle wear that meets residents’ on-the-go apparel needs. No. 18 Wellness started as a pop-up shop on Washington Street, before their main storefront was complete, and now lives within No. 18 Boutique {at 1125 Maxwell Lane in Hoboken}.


No. 18 Boutique was a lifetime goal for Brianne Tammaro, who worked in the fashion business for her entire professional life. She partnered with her mother, Nancy Tammaro, a former journalist and real estate broker in New York City and Marisol Page, a business woman and local mom, to expand their successful sought-after finds from No. 18 Boutique into Hoboken.

*For this local shopping spotlight series, we rank each shop from 1-5 in the following categories: first impression, variety, ambiance, convenience, and authenticity. Then, there will be a final “get up and go” comprehensive overall score where 1 = nah, pass and 5 being MUST-GO ASAP… so let’s get to it.

First Impression: 5


The Station Hoboken
Club Pilates 2023

It’s easy to tell that the design of the space in Maxwell Place was carefully thought-out which makes the store feel like a spacious haven. The bright white walls and metallic accents give a spa-like touch to the simple and modern layout of the shop. The vibe is upscale but also welcoming, and the size alone didn’t even feel like we were in Hoboken anymore!

Right through the doorway we were greeted with a friendly smile by the staff. The associate on duty, Olivia, was working hard to maintain organization.

Zap Fitness

Variety: 5


According to its owners, the main focus behind the team at No. 18 Boutique {and No. 18 Wellness} is to “help our customers create a wardrobe that is not only lush and luxurious, but timeless solutions that provide longevity.” And it’s totally the truth.

The store carries over 30 different highend labels and the owners pride themselves on their one-of-a-kind unique and edited collection of designers. The merchandising is constantly being updated clients are at the forefront of consideration as the owners seek new brands that aren’t overly accessible, but also remain at a price point that fits the needs of their clients.

As they grow their brand presence in the Hoboken community, No. 18 Boutique and Wellness plan to organically change and grow with consumer needs: including adding shoes, bags, and refreshed seasonal styles. They also maintain mini pop-up shops within their stores; the current Murray & Finn kids selection is a current pop-up, which also happens to be their neighbor in Summit, NJ.

Looking for Kid’s Apparel? Read More: Hazel Baby + Kids in Jersey City

Ambiance: 5


Alongside the quality goods and spacious atmosphere, the personalized experience is what makes No. 18 Boutique stand out amongst the local competition, or any store in the area for that matter. Exclusive labels paired with a five-star shopping experience makes for the perfect combination of friendly and luxurious.

No. 18 Boutique {and No. 18 Wellness} also offer private client styling services and personal shopping. The owners are moms themselves, but go out of their way to make themselves {and their store} available to fit all needs, including staying open or coming in late-night for certain customers to shop — a serious service-oriented approach that’s sometimes unheard of in the retail industry.

Convenience: 4


Logistically speaking, compared to many shops along Washington Street this one is a little more off-the-beaten path as it sits uptown in the Tollhouse Brothers Maxwell complex – but it’s well worth the journey {or stroll downstairs if you live in the building}.

If you live in Jersey City, check out: Kanibal + Co, a Downtown Boutique

Authenticity: 5+


No. 18 Boutique has 100% exclusivity with their vendors in Hoboken meaning they’re the only local shop that carries these brands. On top of that, the owners purchase from vendors that “cut to order” {read: once a size is gone, it’s REALLY gone} so that they can keep updating their collections and seek the next best addition. Ultimately meaning there won’t be 50 other people around town sporting the same look: a unique feel of VIP exclusivity.

For our Hoboken yogis or cycling fanatics on-the-go {or just looking for athleisure finds to wear Sunday brunch, #guilty}, No. 18 Wellness carries the same kind of premiere goods as its boutique sister. The owners even noted that sometimes they have a hard time ordering from certain vendors if their order doesn’t beat the rush, meaning that residents have the opportunity to make one-of-a-kind purchases that can’t be found elsewhere – like the Eden Square high-end apothecary selection {which includes Eight + Bob: read the awesome story about its history with JFK Jr. here} and is only found in shops that have been picked and approved by the brand itself.

Another Local Shop We Love: Jersey City Boutique — Love Locked

Final ‘Get Up & Go’ Score: 5

PSA: the Hoboken location is also in the works to host community events {think: fitness classes, shopping events and pop-ups with other local businesses} which is a great idea in their easily transformable space — see you there!

Follow our find: @shopno18@no18wellness

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