A Fashion Hobby Evolves into a Clothing Boutique

WRITTEN BY: CHRISTINA LEVERE

ho-hum to delightfully well curated, look no further than 28 Coast, a stylish new women’s clothing boutique in Orange.

Owner Lauren Romano, a selfdescribed shopping hobbyist, brings years of fashion expertise to the storefront, and now that in-person shopping is returning to pre-pandemic levels, she is ready to help you assemble a polished look that is uniquely yours.

“I’ve always had a shopping hobby, and I kept thinking, let me share my problem,” Romano said.

Began With A Blog

The “problem” inspired her to start a fashion blog seven years ago at age 23 called Simply Lauren Rose, where she follows style trends, shares where she shops and finds sales, and seeks to bring her followers daily inspiration and confidence with their outfit and make-up choices. The blog is part retail, part personal diary. She shares tips on mixing affordable pieces with higher end pieces, photos of herself modeling a number of looks, personal news (like her engagement to fiancé, Nick), and product reviews.

The more she blogged at Simply Lauren Rose, the more fans she amassed. She branched out to other social media platforms. At press time, her following on Instagram was more than 235,000.

A Boutique Emerges

When life went virtual in 2020 because of the pandemic, Romano seized the opportunity to turn what had been a hobby into a full-time career. She decided to leave her job teaching kindergarten in Westport, where she had grown up, to pursue the next iteration of her “problem,” which was to have a curated fashion inventory.

“I loved teaching, but I always had a side hustle,” she said.

That year, she launched Styled by Lauren Rose Boutique, a Connecticutbased online clothing boutique. She chose items that were a reflection of her personal style, which she describes as “elevated casual style with pops of color and pattern.”

As satisfying as it was, Romano said it was always her dream to take an online store and eventually go brick and mortar. In January 2022, Romano found the vacant space at 501 Boston Post Road and felt it was meant to be. The storefront was ideal for shopping, storing inventory (she was previously storing all her inventory at home), and commuting from Milford. She opened that March, renaming the boutique 28 Coast.

“Twenty-eight is a special number to me, and I’ve always loved the coast,” she said. “It’s where I grew up. The name also sounded more official than Lauren Rose, and I was officially in business.”

Clothing Line

Inside the boutique you will find everything from chunky knit sweaters to sweatshirts, jackets, jeans, and fun, hip pants. There are flowy, floral sheaths and kimonos, t-shirts, tops, and a variety of footwear, from sandals and boots to sneakers and wedges. Romano gets new arrivals every week, which launch online, and while clothing leans more casual and comfortable than formal, she does carry a selection of maxi and mini dresses, both in-store and online.

She regularly attends big buying markets, choosing pieces that reflect her style but also appeal to her followers, who range in age from 18-60. She always aims to carry extended sizes, though vendors still offer limited inventory, which frustrates her.

“I try to keep everything under $100,” she said. “Sometimes I’m surprised by what sells and what doesn’t. But this year, I feel skinny jeans are in and I still wear them. Floral is going to be really big this year and matching sets like sweatshirts and sweatpants. They’re very on trend.”

She also exhibits at pop-up markets like those in Milford and Fairfield. “I’ve drawn a lot of customers that way.”

While 28 Coast’s location — tucked into the corner of the plaza — and size aren’t ideal for heavy foot traffic Romano said, “rent is reasonable and

I’m working on regular, consistent store hours, so people can come in and shop. We have space for trying clothes on, and I’m here to help you — but I’ll also leave you alone if you want to peruse.”

Additionally, customers can shop online and pick up their purchases in person or have them shipped.

If that sounds a lot like other retail outlets, Romano is quick to point out that her boutique’s offerings are not what everyone else will be wearing. They are also not simply pant and shirt combos: They are complete, accessorized looks curated from a number of on-trend designers and culled by her.

“I’m kind of like a personal shopper who wants to help you look like your best self,” she said.

28 Coast is located at 501 Boston Post Road, Suite 7, in Orange. Follow the boutique on Instagram @28COAST. Visit Simply Lauren Rose at simplylaurenrose.com/blog. 