A heavy-set woman resignedly trails an exuberant bride-to-be into Alice Materasso's boutique shop—Alice, Alice, Alice.
The bouncy bride selects a tight-fitting—and unflattering—dress for her mother to don at her wedding. The mother shifts uncomfortably, and asks her daughter to grab some coffee.
That's when Materasso works her magic. Tossing the daughter's suggestion aside, Materasso chooses three flattering and stunning outfits for the mother.
When the daughter returns, she gushes, "Mom, you look so beautiful."
The woman bought the dress and returned for her son's wedding years later for a repeat performance.
In her 14 years owning the South Broad Street boutique, that's Materasso's favorite memory. Tomorrow, though, she closes up shop, citing economic reasons.
"The economy isn't great for small boutiques. Ridgewood did a fabulous job until two years ago," she said. "It's a shame the economy really hit me hard."
In 2007, a fire struck the store. Materasso says now she wishes she closed then. It wasn't until October 2008 when the market turned and the Bernard Madoff scandal hit that she began experiencing poor business. This past spring she decided to close up shop.
Materasso also shut down her Manhattan shop Oct. 28. She returns for one last day in Ridgewood Oct. 30.
"Our main focus is on evening wear, and even mothers of the bride are taking their children elsewhere."
Have other factors forced her out?
In the village this summer, parking meter rates increased. A petition has circulated among business owners to repeal the increase as they say it hurts business. Materasso doesn't share that opinion.
"Listen, parking has always been a problem here in Ridgewood," she said. "I don't believe this affected me at all... It was always a problem. It always will be."
Although she's sad to leave the village, she says Ridgewood has changed.
"When I come here, things aren't as they used to be," she said. "The town has become just restaurants and chains."
Materasso cites big-name stores as one reason for the town's shift.
"First it helped, because it brought more people here," she said. "But now, it looks a little sad."
A village resident for 20 years, Materasso moved to New York two years ago so her daughter could attend private school.
When she returns, she no longer sees the "hustle and bustle" that formerly accompanied Saturdays and holidays in the village.
However, she emphasizes that she will always remember Ridgewood fondly.
"Tell Ridgewood, thanks for the memories."
For Materasso, her village cliental became friends, as did her staff.
"Leaving that store with all those memories is a very sad thing," she said. "I loved my job. Everyone can't say that."
As for Materasso herself, she plans to focus on her daughter's upcoming wedding—although she has received offers to work in jewelry.
Alice Alice Alice will hold a going-out-of-business sale through Oct. 30, featuring all special occasion dresses from $99 to $399—nothing is held back.
