Colorful Women's Clothing Chain Opens First Hoboken Store

Ruby and Jenna, the women's clothing chain with locations in three states, has opened its first store in Hoboken in the former Hollywood Tans at 537 Washington St. The store had its soft opening over the weekend and will continue to add new merchandise, fixtures and signage in the coming days.

Barbara Lubel, who owns Ruby and Jenna with two partners, said the store tries to balance selling fashionable clothing at reasonable prices.

"It's reverse sticker shock," Lubel said. “We want it to look like a high-end store but with merchandise easy to afford.”

Lubel said the boutique will receive new merchandise every day. The items for sale inside Ruby and Jenna, including jeans, shirts, dresses, skirts and shorts, tend to be very bright and colorful. Lubel said Ruby and Jenna caters to the “young and the young-minded.”

“We want a feel good element here,” Lubel said. “We want our customer to feel like she's being treated special.”

Lubel said she and her partners got the idea to come to Hoboken after hearing many customers ask if there would ever be a Ruby and Jenna in the Mile Square.

“Hoboken is the mecca of New Jersey right now,” Lubel said. “Hoboken is aspirational, it's young, hip and fun. Our customers want to live here.”

Lubel said the store is interested in meeting the community and is planning to hold customer appreciation events. She also said the Hoboken location is looking to hire more employees.

The chain, named after Lubel's other two partners, also operates locations in Westfield, Brooklyn, Plainview in New York, and Greenwich in Connecticut. Lubel said the company is securing locations for several more new stores, including in Brooklyn and in the Hamptons.

Coming soon: a furniture store opens uptown and a yogurt joint comes downtown.

The Business Beat covers businesses opening, closing, renovating, relocating and celebrating anniversaries in the Mile Square. Have a Hoboken related business tip? Send an email to alanskontra@hotmail.com.