Say Hello to an Impulse Buy

Spring tulips aren't the only fresh jolt of color in town. Candy-colored fashion is in full bloom at new boutique, Impulse, at 29 Main Street in the space formerly occupied by Five J's Jewelers.

Store-owner Cheryl Feld draws upon her 20-plus year career as a fashion designer and manufacturer, stocking the boutique with eye-catching apparel and accessories at a modest price point.

"Fashion doesn't have to cost a fortune," Feld said. "Nothing in here costs more than $200 and most of our tops and dresses are far less."

The store's offerings conjure up a spring party mood, with a wide selection of floaty dresses and tops in mouth-watering colors. An on-trend, one-shouldered top in aquamire and teal sells for $78. Breezy cotton tunics in sorbet-saturated prints — perfect with white jeans or as a pool cover up — retail for $68. Dance out of the store in a champagne party dress, adorned with organza flowers and a built-in pearl necklace for $98.

Shoppers needing neutrals are also in luck. The store carries an assortment of basic black and neutrals including white blouses and jackets that are work or evening-ready. Accessories include bags, scarves and jewelry ranging from delicate jeweled cuffs for $22, to modern silver hammered-metal earrings for $22.

"I love the price point," said Shari Thompson as she purchased two dresses for an upcoming wedding and Sousa's spring Social Night. "Port Washington needed this — the selection is great, the service warm," added Thompson, who co-owns Yoga Life on Port Washington Boulevard.

The store also carries a carefully curated selection of gift items including soy milk candles in jewel colored containers ($22) and designer soaps ($22).

Shopper Alyce O'Rourke-Reis said she was first drawn into the store in browsing-mode. She returned intent on buying a gift for a friend's birthday. "I'm trying to decide between the make-up and evening bag," she said. "At $30, they're both reasonably priced and then I can buy a bauble to slip in."

Impulse has a sister-store in Greenport where Feld splits her time in the summer season. Feld plans on hosting a series of evening shopping-parties at Impulse. On the menu? Wine, cheese and fashion.