February The ADDRESS Circular

MEET YOUR CLOSET’S NEWEST FINDS

New brand alert!

Who’s joining The ADDRESS next?

Flip to find out!

Let’s Party!

Put-together looks for your next big occasion

We’re turning 1!

Come celebrate at our big anniversary event

FEBRUARY 2024

What’s NEW

We’re stocking up! Here, all the new brands joining The ADDRESS family this month. Pop in and say hi!

Flowy, easy dresses. Comfy and cozy separates.

Zip-ups perfect for that Friday night hang sesh.

Japparel has everything your wardrobe is looking for (or doesn’t know it needs yet!)

Mima Rosso’s dresses are timeless yet special. An accent here, or a detail there give these pieces a unique story and place Creamy bronzers meet beautiful blushes (plus all the other makeup you need) at Faigy Cosmetics! Stop in to test out her pretty hues and blends before scooping up some products for your next event.

3 | WHAT’S NEW

in our store.

SCHEDULE OF EVENTS MEET THE PEOPLE BEHIND THE BRANDS EXCLUSIVE SWAG AND GIVEAWAYS ALL DAY!!!

1PM

FREE-STYLE SOCCER SHOW

1-3PM

NACHMAN SELTZER BOOK SIGNING

2PM

THE SHLEIKIS VENTRILOQUIST SHOW PANEL #1

3PM

WORLD FAMOUS BALLA BROTHERS PANEL #2

4PM

24Six ELI SCHELLER

5PM

90 SEC SHOPPING SPREE

HOURLY

RAFFLES, GIVEAWAYS, & SWAG

LIVE PODCAST SHOW

G N I R P S E V I S U L C EX !

H C N U A L N O I T COLLEC

Moderator ABBEY WOLIN Abbey & Co.

2pm

PANELSPEAKERS JEN SHARBANI CVRGE

MAYA NAMDAR MAYA’S PLACE

SIMI FLOHR POINT

CHAYA MALKA MALKA MAJESTY

3pm

PANELSPEAKERS CHANI WOLF PASHMINA

GALIT WINER UDEL

BATSHEVA NETZER b7active

Balancing Business & Family

RIVKY ITZKOWITZ IMPACT FASHION

Scaling Your Not So Small Business

YEHUDIS SCHWARTZ LEGALLY RED

TEHILLA & SHIRA

BY TESS

The

GRAND PRIZE

90 SECOND SHOPPING SPREE

YOU GRAB IT. YOU KEEP IT!

Join our

Advantage Loyalty Program!

What it is: The loyalty program was created with YOU in mind as a way to reward our amazing customers. For every dollar you spend, you’ll get a point. 500 points gets you a free ticket to the Nickelodeon Universe Theme Park.

How to sign up: Just provide your email at checkout and watch the points start to accumulate!

Additional perks: As a part of our loyalty program, you’ll get exclusive access to sales and promotions and know about everything happening at The ADDRESS first!

7 | SPECIAL FEATURE

One

THE Sometimes, it just takes one great piece to make you sing.

Here, a few of our brands share a standout item they can’t stop thinking about from this season’s collections.

“Our Point slip dress + cardi instantly add multiple outfit ideas to your wardrobe. Stunning without trying, this carefree dress and cardi let you move freely while elevating your style. From beachfront dinners to casual outdoor parties, it offers flexibility and motion. It comes in satin, linen and the softest ribbed fabric so you can choose your favorite feel.”

- Point

“This is one of my favorite dresses of the season!

The colors are soo rich, the mesh fabric is super light for the warm weather, and it’s flattering on so many body types.”

- Bliss

“One of my favorite pieces is our midi blouse dress — it’s so comfy and super easy to feel put-together. You can take it from day to night with some accessories!

Certainly a closet staple every girl should own.”

- Junees

“Our cinnamon knit cardigan is known far and wide throughout the fashion world. Often imitated, never duplicated, this cardi is a great layering piece and perfect for work, a night out with friends, or any other occasion. It comes in eight incredible dreamy colors so you can grab one to match every look.”

- The Gallery

8 | SHOP WITH ME

When a friend has a baby, it can feel like a lot of pressure to get that perfect gift. You know your friend will appreciate whatever you get her, but you really want it to be something she will both love and actually use.

Enter: The Gifted Baby NY. Started by sister duo Michal Kohn and Zehava Rosenberg, the baby brand offers items like hospital hats, swaddles, burp cloths, towels, headbands and blankets, many of which can be personalized for the new little one in your life.

Choose one thing or put together a bundle and Michal and Zehava will ensure that the package looks beautiful and is ready to be delivered.

They started the company in 2016. Michal is an occupational therapist by trade, but she wasn’t enjoying it and loved working on creative projects in her spare time. She used to take photos of babies in the hospital and was always collecting little trinkets to make the bassinet look even cuter.

meet The

Gifted Baby NY 9 | BEHIND THE RACK

When Michal wanted to try something new, she teamed up with Zehava and they started with just the hospital hats.

You can buy a hat and swaddle from them and have the hat customized with the name. You can bring it right to your friend or family member in the hospital and get cute photos right away!

Michal is the youngest sister of five girls while Zehava is the oldest, so they both bring something different to the table.

Michal focuses on purchasing, managing the brand’s social media, taking care of the website and really putting her energy into customer service. Zehava works on the wholesale orders, embroidery needs and all of the backend when it comes to product. She knows what’s low on stock and what needs to be ordered. “She’s really the one who keeps the place running,” Michal says.

The two used to live in Brooklyn together before Michal moved to Passaic and most of the operation is run out of Zehava’s Brooklyn home. They do wholesale in Brooklyn, the Five Towns, Chicago and Lakewood. Moving to The ADDRESS opened up a whole new branch for them. “I like that we were able to make our space super creative,” Michal shares. It opens up an additional opportunity for customers to see the product in person and feel the quality since most of their business is done online.

Zehava and Michal are truly focused on ease and result for the customer. “We call ourselves gifting made easy,” Michal says.

10 | BEHIND THE RACK

If she’s up in the middle of the night, she’ll be writing back to questions from the site. You can even text her to place your order. Customers can come to them for support and say, “This is my budget, what is the best I can do with that?”

They’ll help put together a beautiful package for you. It’s high-quality with a small family-like mentality.

They’re always trying to expand their product offerings as well. Right now, there are 30 different variations of hospital hats and 25 different swaddles.

You can create a baby registry right on their site.

Working with family can help bring you together, but it’s also risky since business and personal don’t always mix smoothly. Michal’s advice is to speak about as much as possible beforehand so roles are clear. It’s also important to be really open and communicative so any conflicts can be worked out immediately without built-up resentment.

For Michal and Zehava, this venture has only strengthened their bond. “We weren’t as close growing up…I was in second grade when she got married, but when we started this, I was basically living in her house,” Michal says. “We became so much closer from it.”

Doing what you love with someone you love is the greatest gift for Michal. “It doesn’t feel like I’m coming to work,” she says. “It’s very creative, I get to go to my sister’s house and there are no rules.

The harder you work, the more you see results. It’s just fun.”

meet

The Shell Station The shell is a modest girl’s best friend. Whether it’s giving you that extra coverage underneath a gorgeous gown or serving as a staple piece on its own, it’s a closet must-have that’s always there for you.

If you’re not familiar with the term “shell”, it’s a stretchy shirt that’s meant to cling to your skin so you can retain the boundaries of modesty better. If you find a dress that has a slit in the back, a shell underneath can help you out when you don’t have time to tailor. Or sometimes, you just want a little more coverage up top when the neckline hits below the collarbone. Boom, a shell can assist then too.

It’s like a second skin, meant to be humble and classic, yet at the same time, it has a story of its own.

Mimi Zelikovitz started The Shell Station 18 years ago from her basement in Lakewood. She had no idea what it would grow into at the time. The opportunity to sell shells to her neighbors fell into her lap, she explains. She had just one little rack as a side hustle and sold product to whoever needed a local option.

As she sold, she started to take note of things that she would improve.

She wanted to offer more colors, include fabrics that were more comfortable and breathable and vary the sleeve lengths. She also wanted to sell a wider range of sizes.

Back when Mimi started, the shell look was a look of its own. Wearing sleeves underneath a short-sleeve outfit was in style. As times changed, the need to vary her line did too. It wasn’t about the shell being the style as much as it was about it complementing a greater look.

11 | BEHIND THE RACK

The way fashion moves has motivated Mimi to grow too, and like any successful business, she’s evolved with it. Now, in addition to offering her shells under the brand name PB&J, she also launched a line of skirts and dresses under the Outline label.

She sells for kids and babies as well as adult women. Her sizes are inclusive and she even has a separate maternity-focused section.

Mimi points out some must-check-out styles they’ve created — one is the Halo dress, which comes in a variety of sizes, fabrics and colors. “It’s become a staple — kind of like a shell in dress form,” she says.

People also love their slip dresses. “They’re a thin, comfortable fabric that acts like a slip so if you have a see-through dress you can wear this underneath and you get a lining.”

“

Because shells are such a staple in the modest world, Mimi doesn’t need to worry about switching things up every season.

She’ll add two-three new styles every year and continue perfecting the basics. She’s constantly in production making more of the same things that people need. Sometimes she’ll switch up the colors or add a turtleneck in but you can generally expect the classics to stick around.

Joining The ADDRESS family has been really exciting for The Shell Station. It’s wellplaced by the dressing room so if you find you need something to complete your look, you can run out and grab it easily.

“The Shell Station isn’t for a certain type of customer, it’s for anybody,” Mimi shares. “I love watching how our products can be worn in so many different ways. You’re able to be useful for everyone.”

The Shell Station isn’t for a certain type of customer, it’s for anybody

12 | BEHIND THE RACK

Sarah’s

Sarah Siegel, our store manager, is a familiar face to many who frequent The ADDRESS. This month, she’s picking out her favorite party looks in honor of our big anniversary celebration. Take a look!

SELECTIONS

Girls Night Out!

Wedding Guest

Date Night

13 | SARAH’S SELECTIONS

Instagram Follow us @theaddress_americandream @lchaimamericandream

Whatsapp Join our Status Join our Group

1 (201) 762-6208 Info@theaddressad.com