Just in time for a Jersey Shore summer wardrobe refresh, California-born Sirena Boutique is opening a location in Jersey City. Opening in 581 Jersey Avenue right next to Dames Coffee, owner Leah Washuta says she’s excited to create a community space for shoppers to chat with a friendly face while putting together a fun outfit. Read on to learn about Sirena, why the owner chose Jersey City, and what to expect from this West Coast transplant.
How Sirena Got Its Name
Leah Washuta opened the first Sirena Boutique in Santa Barbara, CA in 2017. Running a clothing store was something she always wanted to do, and drew inspiration from her childhood love of mermaids. In Spanish, “Sirena” means “mermaid.” The name, Sirena, even became her nickname when she was a child.
Since opening Sirena’s doors, Leah has curated an inventory full of affordable, everyday clothes from the Southern California area for women of all ages. The store’s selection of clothes and accessories gives a beachy boho vibe, from the flare jeans, and sundresses, to the Insta-worthy hats. “My idea was to bring a little bit of what we do in Santa Barbara to Jersey City,” Leah said.
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The Jersey Connection
Leah’s family grew up nearby in Union County, so she says the East Coast always felt like home. She was traveling so much between California and New York, that she says she felt inspired to open another storefront closer to home. From managing her business throughout her travels, Leah says she feels confident in managing both the California and New Jersey locations from Jersey City.
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During a trip to Jersey City, Leah and her cousin and her co-owner, Abby Washuta, spotted the storefront at 581 Jersey Avenue and sprung at the chance to make it her boutique’s second location. “I’m excited to create a little, super easygoing, fun neighborhood spot,” Leah said. “On your way out, you pop in or grab a gift on your way home. It’ll just be a fun inviting space.”
The ground-floor space that Sirena is in used to be home to the second location of LaKoet Salon, LaKoet Deux, which closed in April 2023. LaKoet + Co. is now operating from its new location at 160 Newark Avenue. Right next door is Dames Espresso, known for its cute backyard and crave-worthy banana bread.
Shop til’ You Drop
When Leah started selling clothes, she intended to focus on resort wear. Since then, the store’s inventory has evolved to more everyday clothes, and she thinks it will continue to evolve. “I feel like it will be fun to get a little bit of a different flavor here,” Leah said.
Some of the brands featured in the store include Pistola, Dolce Vita, and Lack of Color. The West Coast vibe of the store is great for planning beach outfits and chic summer dinner party uniforms. Anyone who has scrolled through Pinterest looking at coastal cowgirl styles or Western festival inspiration will feel right at home.
Leah also plans to sell some vintage clothes and would love to feature local artists and vendors. “Local would be great! I would love to have local art and jewelry,” Leah said. Other items available include home goods and other lifestyle items.
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On top of providing cute clothes for great prices, Leah hopes to open the space up for community events. At Sirena’s California location, Leah has hosted yoga classes, tattoo parties, and more. Her goal is to create a community space here in Jersey City where people feel welcome and excited to chat with her staff and other shoppers.
Leah told HG that she’s excited to open the doors to her Jersey City location at 581 Jersey Avenue. Follow the store for updates surrounding the opening on Instagram here.
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