Bringing 'SoHo to Stoughton'

Local resident, cosmetologist Nicole George, calls the new Fashion Exchange Boutique in Stoughton “a hidden jewel.”

Owner Chere Goldberg (photo) calls her shop “a touch of SoHo right here in Stoughton,” comparing the store to trendy, upscale boutiques in New York’s legendary Manhattan neighborhood.

‘Where Fashion Is Reincarnated’

The Fashion Exchange Boutique is a first-of-its-kind high-end, second-hand shop featuring apparel and accessories for men and women -- and now home décor (www.fashionexchangeboutique.com ). Items are traded by boutique members. But instead of consigning items in the traditional way, members pay a monthly fee that allows them to exchange unwanted pieces for anything else in the shop. The only requirement: items must be in like-new condition. Once membership is paid, trading is unlimited and no additional costs are incurred.

The recent addition of home décor pieces– things like furniture, lamps, artwork -- is a natural outgrowth of Chere’s fashion and design industry experience in Boston and China, and her interior design expertise. On display is a treasure trove of items she collected in her travels around the world interspersed with customers’ pieces. Chere’s home-decorating services are also available to customers.

Member Nicole says, “I keep finding interesting clothes you can’t find anywhere else! I also love Chere’s selection of accessories and customizable jewelry. Even my teenage daughter loves this store -- and we are never happy shopping under the same roof! Chere is awesome and gives you all the attention you need. I know others who shop here will leave happy and come back soon.”

Another regular is Lindy, a grad student who must balance her tight budget with her love for fashion. “I describe my taste as chic yet somewhat bohemian -- a touch boyish, sometimes vintage. With such particular taste, I can hardly ever find clothes through mainstream shopping. That makes me an avid ‘recycled clothes’ shopper. Every visit is like hitting the jackpot of fashionable, mint condition and ‘just- the-right-amount-of-bling’ clothes that look great and are fun to wear. They always have unique items that meet my needs and budget. I never leave empty handed.”

Lindy finds the experience of “scavenging” through the store to be engaging and interactive. “I enjoy walking through the space and stopping at different ‘stations’ where everything is staged artistically. It’s a brilliant concept: practical and user-friendly. I’m happy to be one of its first customers, and to be blessed with the opportunity to see it grow.”

The mother of two small children, regular customer Kayla Polillio says, “It’s exhausting and inconvenient to travel in search of the types of things I find at The Fashion Exchange. The area really needed a store like this. I love the concept -- how i can give my treasures to get different treasures.”

Owner Chere, a former name brand fashion product designer, says there’s also the option for non-members to buy any items outright with most prices ranging from $19.99 - $49.99. To support the local community and independent designers, she features regular pop-ups of their exclusive items. The shop features a cozy atmosphere, complimentary beverages, snacks and wi-fi. For those who can’t get to the shop, trading and purchases can be done online.

Chere is also an independent consultant for Beauty Counter (ladies’ cosmetics), Keep-Collective, and Chloe & Isabel (ladies jewelry). All are available at the shop or parties can be booked.

The Fashion Exchange Boutique is located at 1819 (Rear) Central St, Suite 6, Stoughton Mass. (adjacent to Polillio’s Garden Center); (781) 789-9541. www.fashionexchangeboutique.com. Chere’s husband Barry operates the next-door Goldberg Self Defense Academy (GSDA), a martial arts studio.

-By Stanley Hurwitz / stanhurwitz@gmail.com

Fashion exch testimonials 0515 smh