• Willow Rose: Hoboken’s Athleisure Boutique on 1st

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    First Street has always had unique stores popping up here and there, but when Mint Market came to town, it wasn’t long before this local boutique really upped our style game. And now, after over five years in business and two successful boutiques in both Hoboken and Jersey City, boutique maven Valerie Duardo, her sister, Cassandra Duardo, and friend Andrea Zeas have opened a {quite literally} sister store, Willow Rose. This Hoboken boutique will be housing athleisure, everyday lounge style, and more. Read on for a peek inside.

    willow rose jewlery

    Located at 303 1st Street, Willow Rose has taken the place of its sister store Mint Market, which just conveniently relocated to the spot next door to its current location. Willow Rose’s layout has a more laid-back vibe, fit for more casual attire, focusing on self-care and straight chillin’ {but in a cute outfit}.

    Read More: One Sol: Hoboken’s New Wellness + Fashion Haven

    Willow rose girls

    “We wanted this store to reflect and support the more relaxed girl in her style — Mint Market is more the party girl,” Cassandra shared exclusively with HobokenGirl.com. The new lifestyle store is catering to more of the everyday girl and moms alike, the owners explained.

    “We’ll be adding things as we go, so this is really just the dry run and soft open.”

    willow rose lavender

    willw rose clothes

    willow rose backpack

    Items like Palo Santo, sage, dry lavender, and crystals are just some of the unique finds that Willow Rose will sell. Jewelry and workout clothing + athleisure are also on the menu, with fun finds that dress up any sweats or quick grocery-shopping-trip-type attire.

    willow rose earrings

    willow rose shelves

    Jewelry ranges from 14K gold studs to more affordable costume jewelry — with price tags in the $30 range.

    “In the summer we’ll also have bathing suits,” Cassandra said, explaining that the inventory will be growing exponentially. {Side note: A serious #win for Hoboken, as we have a scarcity of bathing suit-type spots as of late.}

    Expect to see some labels that are recognizable from OG Mint Market, as well as new finds. Val and her team are always scouring the globe for the latest styles.

    See More: City Kidz: Hoboken’s First Streetwear Boutique for Kids

    The Mint Market Backstory

    Val’s love of fashion and designing came from her family and growing up in Miami, as her father is an antique book dealer there. “In college, I started a little online/pop up shop called Indie Queen Vintage. I did the flea market on Lincoln Road in Miami for years.” She also {quite modestly, we might add} shared that she sold her pieces directly to designers for inspiration like Alexander Wang, Michael Kors, via C. and Madeleine’s vintage in North Miami.

    willow rose racks

    willow rose hanging

    When Val moved back to NJ after college, she wanted to transition from being an online shop to a brick-and-mortar destination. “I just wanted something stable that I could rely on financially while working on my styling portfolio. I took a gamble on a tiny, hole in the wall storefront on 1st in Hoboken and have to say it’s the best decision I’ve ever made. I love the community and the customers so much. It honestly brings me so much joy to share my style and taste with the go-getting women of this area.”

    And as frequent shoppers of Mint Market {and now Willow Rose}, we couldn’t be happier to have more of the Duardos to go around! 

    Have a favorite buy from Willow Rose? Let us know in the comments!


    Written by:

    Jen is the founder and Editor-in-Chief of Hoboken Girl. She started the site to discover and share the wealth of things happening in Hudson County. Her roots in the area extend to her maternal grandparents, who owned two textile factories in Weehawken and North Bergen. When not planning the next Hoboken Girl event/volunteer project or editing her life away, she can usually be found shopping at local boutiques, eating an Insta-worthy meal, walking her French bulldog + rescue pup, or watching the latest murder doc on Netflix with her husband.