Unique Fashions at JLynn’s Boutique

The party’s at a beach house in three hours.  You need a new outfit, but you want something fun, something cutting edge.  You could opt for some cookie-cutter outfit from the mall, where – if you find a parking space – you’ll encounter throngs of post-moviegoers, teens, and browsers just there for the air conditioning.  A more inviting option would be to swing by the geographically desirable JLynn’s Boutique which carries trendy, chic clothing and it also has air.

Anama of Miami, Flying Tomato, Ya, Humanity, Soda Blue – these are just some of the cutting-edge designer labels offered at the 600-square-foot clothing and accessories boutique at 1004 Main St., Belmar. 

Snap up one of the boutique’s sundresses, wear it to the beach, and it can move seamlessly to that party.  OK, you might want to shower first, but since most of JLynn’s pieces are cotton and breathe, you can simply wear the same dress or cover-up you wore at the beach.

“JLynn’s prides itself in offering trendy fashion at affordable prices. We specialize in unique designer fashions typically not found in the local department stores by offering the freshest and ever-changing selection of distinctive apparel, jewelry and accessories,” said boutique owner Jaimie Hardell, 31, Point Pleasant.

The former marketing wizard at K.Hovnanian Homes, knew how to remedy the situation of a shortage of clothing boutiques, and opened JLynn’s in early July.  Not to say she was selfish in her rationale, but even she sometimes suffered the agony of finding a chic outfit.  Furthermore, she noted “Between Ocean County Mall and Monmouth Mall, neither one is very close.”

“I always had a passion to open my own boutique one day,” said Hardell, who also worked in a few retail locations post-college and prior to Hovnanian.

JLynn’s is artfully laid out with funky lighting, and unique displays hutches featuring vintage hat boxes on top and reasonably priced summer essentials such as cotton skirts and shorts, light-weight printed and plain summer scarves, and tanks with delicate lace panels in back. 

Desirable for summer, and reasonably priced, are fun, colorful beach cover-ups and dresses from hot-selling brands such as Flying Tomato – of which Hardell regularly sells out – as well Classique and Ya. 

Maxi dresses – hot with all age groups this season – hang on racks by the front of the cozy boutique.  JLynn’s accessory collection such as rings with semi-precious stones, clutches and purses, and leather bracelets are houses in the rear of the shop.

The catchy name JLynn’s almost sounds like a person’s name, doesn’t it?  Well, that’s because it is: Hardell’s first name is Jaimie, and her middle name is Lynn.

“Lots of names were being tossed around, but my aunt – who has been extremely supportive in the whole process – mentioned JLynn’s, and I finally decided it was the best fit that had some meaning to it,” stated Hardell, who continued “I was hesitant about calling it a ‘boutique’ because I feel that a lot of people have the impression that boutiques are only high-end, very expensive items and that is not what JLynn’s is, we pride ourselves in being affordable.”

She added she went with “boutique” so people would know it’s a clothing store if they were just driving by and saw the name JLynn’s, they might be misled.  Hardell’s marketing background also came into play when choosing Belmar to launch her dream.

“It was previously a boutique, which made it easier then starting from scratch, and the location is great being right on Main Street, next to two restaurants and across from Surf Taco, a café and Dunkin’ Donuts on the corner,” she said.

Due to the young age of JLynn’s Boutique, it’s too soon to tell what’s a “bestseller,” but Hardell noted her casual/going-out dresses seem to fly off the racks

“Friday, I got a style in, and they were all gone by Sunday,” said Hardell, who cautioned, “There is a limited quantity of each style, so shop early before your favorite item is sold out!”

JLynn’s Boutique’s clientele – needless to say – is female ranging from 20s to 40s.  Younger clientele will no doubt be lured by its leather Humanity bracelets – hot right now, and featured in several style and celebrity magazines.

Hardell mentioned her styles and accessories are “for any woman who loves a chic, yet trendy style!”

Though the “new kid on the block,” JLynn’s sales have been incredible, but Hardell needs more stock!  “It has just taken time to build up the inventory, but it really shows the difference in sales when one week I buy a lot of inventory and the next week the sales are great – like they say, ‘You gotta spend the dollars to make the dollars’,” she said, and noted new styles arrive weekly. 

Hardell stressed her prices are very reasonable, a sentiment echoed by her customers.  Prices fall in the lower range and according to the energetic owner, everyone is very impressed with the prices being so reasonable.  Reasonable prices should draw in celebrities, yet Hardell hasn’t seen any in JLynn’s Boutique yet.  She’s hoping for “Maybe Springsteen’s wife some day, since my brother’s fiancée is obsessed with him, and they don’t live too far away!”

JLynn’s also hosts “Girls’ Night Out” for women wishing to host their own fashion party – also a great fundraiser – at the boutique or in the hostess’s home.  JLynn’s Boutique provides drinks and music during the private affair in which the shop is closed to the public.  Hostesses will also receive free merchandise valued at up to 20 percent of the total event proceeds.

While the boutique’s website, www.shop-jlynns.com, only takes email addresses, Hardell is fine-tuning it be a full shopping site, which “I think will be very successful since I already have had many requests, and post pictures daily on Facebook – with everyone’s busy schedules these days, they feel its just easier to order online then come out and go shopping,” she stated.

So what does Hardell do to unwind, after minding the store, posting on Facebook, setting up websites …?  When she does have the time, she loves boating, the beach and skiing, but since I’ve been here, it’s been a lot of hours, but doesn’t even feel like “work,’” she noted.

The occasional mid-day slow period is the worst part of Hardell’s day, which she attributed to the fact the area is a beach town.  The upside is “it always gets busier around dinnertime, being right next to Tulipano’s and Nichio’s,” so Hardell is kicking around one split-shift day per-week, with hours 9-11 a.m., and 3-9 p.m.

She envisions someday expanding her space, but for the present, she’ll stay put and is definitely going to add more accessories since JLynn’s jewelry sells very well.  Scarves will be added to her upcoming winter collection, as will more purses and clutches, and sandals next spring.  Hardell is also adding jeans, since “I know myself boutiques are where I have always purchased my jeans.”

In the meantime, Hardell is content doing what she’s doing, and “Thankful for how supportive my family and friends have been in the whole process and my handy boyfriend who has came to the rescue when anything within the store has needed to be done.”

Hours at JLynn’s Boutique are Monday-Thursday, 10 a.m.-6 p.m.; Friday and Saturday, 10 a.m.-8 p.m.; and Sunday, 10 a.m.-5 p.m.  Its phone number is 732-749-3434, and its website www.shop-jlynns.com.