New Women's Boutique Opens On Madison's Main Street, And It Already Has A Following

MADISON, NJ — A women's boutique with a loyal following in Basking Ridge has arrived on Main Street, and owner Elizabeth Vinhal says Madison shoppers are the reason why.

Camden Road opened its second location at 25 Main St. in April, offering clothing, jewelry, accessories, and a denim bar — with new arrivals coming in every other day. Vinhal said the expansion grew directly out of conversations with customers who kept making the trip to Basking Ridge and wanted something closer to home.

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"I feel really lucky," Vinhal said. "It's fun to be able to be in two places and make relationships with all the different towns and people."

The Madison shop was a different project from the Basking Ridge store, according to Vinhal.

She said the Madison space was built out from scratch, while the Basking Ridge business moved into the former Soul Sisters space.

The core offerings remain the same at both stores, including clothing, jewelry and accessories, though the Madison location carries more because it is a larger store.

Vinhal said Camden Road has added more jewelry, more brands, and a denim bar with multiple denim lines for customers to try.

She said the store now sees new arrivals every other day and keeps inventory limited so shoppers are less likely to see the same items repeatedly around town. She also said the business has hired more staff and is continuing to build its online side.

"We’ve been doing lots of fundraisers for the high school and the grammar school, for the sports teams to raise money," Vinhal said, adding that she is also signing up for charity events in Madison.

Camden Road's offerings cater to shoppers of all ages looking for what she called "elevated essentials."

"I really make it a point to buy clothes that can be a little bit of everything, so all women will come in, which is nice," said Vinhal.

Vinhal said she tries to stock a mix of brands and styles at accessible price points so customers can return often.

She also said the Madison store’s look was shaped with help from decorator Natasha Kaiser.

Vinhal said she wanted the stores to feel welcoming and comfortable for customers.

"I’m trying to create a space where women come and feel good," Vinhal said.

"We created a very feminine but whimsical place that everyone walks in and says, 'It just feels so good'," said Vinhal. "It's like a breath of fresh air that you just feel good when you take a big breath. It's light, it's airy, it's whimsical, and that's what we want for people when they try on the clothes, just to feel good. There's a lot of power in fashion."

For more information on Camden Road, to shop, or to follow the store visit instagram.com/shopcamdenroad or shopcamdenroad.com.

Have a correction or news tip? Email sarah.salvadore@patch.com