Greenwich's Splurge Celebrates 15 Years In Business

GREENWICH, CT — For as long as she could remember, Greenwich native Sonia Malloy had a dream to open a retail store of her own.

An entrepreneur in town since she was little, Malloy ran lemonade stands, hosted family garage sales and started a business in college selling hair accessories and jewelry.

After a successful 15-year corporate career, Malloy decided to pursue her lifelong dream in December of 2007 when she opened Splurge, a unique gift, home decor, clothing and jewelry shop, in a small space on the Post Road.

Fast forward, and Malloy celebrated 15 years in business this week with an official ribbon cutting and special proclamation at the current Splurge location on 39 Lewis St. in the heart of downtown.

First Selectman Fred Camillo stopped by the shop on Monday and declared December as Splurge Local Month, which will support all local merchants in town and encourage residents to shop at small businesses. Greenwich Chamber of Commerce President and CEO Marcia O'Kane was also in attendance.

On Dec. 1, the community is invited to Splurge from 6 p.m. to 8 p.m. to celebrate with sips and sweets provided by several local businesses including Val’s Putnam Wines & Liquors, Something Natural, Black Forest Pastry Shop, DiMare and Duck Donuts.

Shoppers will receive 15 percent off, and a complimentary personalized cutting board (a $40 value) with a purchase of $150 or more.

From Friday to Sunday, Splurge will continue to offer 15 percent off all purchases, and there will be raffles and prizes throughout the week.

Malloy and Splurge have withstood several challenges over the past decade-and-a-half — from the Great Recession up through COVID-19.

"I couldn't have done this without community support," Malloy said. "I'm just so grateful for all the customers we've had over the past 15 years who are enabling us to stay in business, particularly through very difficult times."

Business was growing shortly after she opened in '07, and Malloy expanded her product assortment and range of price point to offer something to everyone.

But in 2008, the Great Recession hit. Despite the tough times, Malloy was able to stay afloat.

"When the economy fell apart in 2008, we were just starting to find our footing, so this was a huge challenge for us," she said. Malloy credited her success to careful buying practices, a more varied inventory assortment, better cash flow management, and an unstoppable drive to succeed.

In year three, Malloy moved to the space she's in now to meet the needs of her growing customer base. The bigger shop allowed Malloy to host events and parties, and fulfill a mission of "Do Good While Doing Business."

Malloy started the Splurge for a Cause program, where she opens the store to groups of 10 or more and donates 10 percent of sales during a designated time to a charity of their choice.

Malloy has also partnered with Kids in Crisis, a local nonprofit, to sell their signature candles and donate 100 percent of the proceeds to the organization. Splurge has also been involved with several other causes.

"I’ve always felt that it was my responsibility to use my public space to do good for the community and I’m thrilled to report that over the past 15 years we have donated almost 2,000 Easter baskets to local kids in need, over 1,600 pashminas to local cancer patients, and countless toys to Toys for Tots," Malloy noted.

In total, these efforts have generated over $40,000 in donations to charities over the years.

"I think all of the different things we've done, giving back to the community has really come back to us in spades. It was never done for that reason, but by being involved in the community, by making donations, by participating in silent auctions, by collecting toys for needy kids, people have gotten to know us out there, and they've come back and supported us in return," Malloy said.

In 2017, Malloy expanded to take over the space next door to her shop on Lewis Street to open a wonderland for kids of all ages, with an especially strong assortment for tween girls ages 6 to 12.

Then in 2020, the COVID-19 pandemic hit.

"We were humming along, making plans for a great spring season, and the pandemic struck quickly. Suddenly people were isolated, and families were struggling with losses of loved ones. It was heartbreaking," Malloy said. "From a business standpoint, the town became deserted overnight. Stores were shuttering and I realized I needed to act quickly to avoid becoming one of them. I’d never been so scared – this was my livelihood, and a very meaningful part of my life."

Malloy developed a plan to help the Easter Bunny visit families locally and out of town, and found a way to fulfill orders and make deliveries. Splurge was also one of the first businesses in town to have face masks and hand sanitizer when demand was high and supply was low.

Splurge also offered quarantine care packages and shifted gift offerings to things that were relevant in that moment: jigsaw puzzles, games, cookbooks and kitchen gadgets, candles, and cozy blankets, to name a few.

As a result, Splurge had record breaking sales in 2020 and 2021, Malloy said, due to her loyal customers.

On Monday, Camillo praised Malloy for her success, and for her charitable contributions to the community.

"The fact she's given over $40,000 to charities here is very important, and that's the reason why it's crucial whenever anyone is thinking of doing their shopping — all year-round and not just during the holidays — come to local businesses where you're going to get better service," Camillo said.

O'Kane called small local businesses like Splurge the "lifeblood" of Greenwich.

"Sonia and Splurge have been a part of our Chamber family for numerous years, and we're just so proud of her accomplishments," O'Kane said.

Splurge is open Monday through Saturday, 10 a.m. to 6 p.m. and Sunday, 12 p.m. to 5 p.m. In December, the shop is open Monday through Saturday, 9 a.m. to 6 p.m., and Sunday, 11 a.m. to 5 p.m.

Follow Splurge on Instagram or visit their website.