Are you looking for clothes that are affordable, yet trendy? Sustainable, but cool? Quality, but good for the environment? If so, consignment boutique Shoppe Girl, on East Market Street in Red Hook, NY, might be for you. 

Starting a business in the midst of a global pandemic might not seem like a very economical (no pun intended) choice, but Sarah Jayne did exactly that. After the 27-year-old graduated from Marist College in 2020 with her degree in fashion merchandising, she was looking to open a boutique-style shop. She picked Red Hook as her location, as her mother, Rebecca, has worked as a nail technician in the village for many years and because of that, Sarah was incredibly familiar with and had quite a fondness for the area. “It’s been just my mom and me for my whole life. Seeing her be independent, a great business owner, and an inspiration motivated me to be who I am today. She inspired me to open my shop,” Sarah said. 

The name comes from one of Sarah’s favorite movies, You’ve Got Mail, starring Tom Hanks and Meg Ryan. It’s a direct reference to one of the lines that Tom Hanks’ character says to Meg Ryan’s: “Don’t cry, shop girl.” 

“People my age don’t get the reference as much, which makes me so sad because it’s one of the best movies,” Sarah laughed. 

Shoppe Girl’s branding is straightforward; Sarah wanted the logo to be pink, and she felt that having a hanger in the logo tied back to the pre-loved clothes theme. 

Making fashion accessible

Sarah signed her lease in the midst of New York State shutting down at the beginning of the pandemic in 2020, so her opening was inevitably delayed. She was able to officially open Shoppe Girl’s doors to the public on June 20, 2020. 

Within the first week, Sarah encountered many women who were eager to help her start her inventory for the shop. She recalls having laundry baskets stacked high with clothes lined up on the sidewalk in front of her shop. “At that point, I was trying to make everything as virtual as possible, so I was selling online. I still sell on platforms like Poshmark and Depop, but the in-person element of my business has thankfully grown significantly since the early days,” she said. 

Sarah completed numerous business classes during her time at Marist in preparation for opening her business, but her eye for design and aesthetics is something that she was born with. “Consignment stores typically have that same, uninviting look with the fluorescent lights. I wanted my shop to be different. I’ve always been interested in making things visually appealing, so organizing the shop and making it pretty was a lot of fun,” she said. 

When she first opened the shop, she wanted to carry more boutique brands and less second-hand clothing. However, Sarah very quickly discovered that boutique brands aren’t very size inclusive. “I love the idea of body positivity and inclusivity. Now, it’s on-trend, and I feel like it always should be, but I realize that plus-size people are a demographic that is often ignored,” Sarah explained. “I figured, why waste my time only carrying standard sizes, when I can carry larger sizes from sustainable brands? That was when I realized that I wanted to do something different; I didn’t want to be a cookie cutter boutique, I wanted to be more diverse with my sizing and brands.” 

As such, Sarah carries sizes from extra small to 7x. She also features some boutique items, all of which are from brands that are female-owned, as a callback to her original plan, as well as self-care products that are cruelty-free. “I like to stay as aware as possible and be thoughtful with the brands we carry,” she said. “I try to be as sustainable as possible; it’s important to know what you’re buying and where it’s coming from.”

Consignment demographics

At first, Shoppe Girl attracted mostly locals, and Sarah had a difficult time figuring out how to attract more tourists. Her business was operating by word-of-mouth, and Sarah quickly discovered that she wasn’t attracting the demographic that she assumed she would. Given the shop’s close proximity to Bard College, she assumed that would be her main demographic. Now four years into her business, she has found that her demographic is mainly between the ages of 25 and 40, while her consignors range from 14-year-olds to 60-year-olds. 

How does consignment work at Shoppe Girl? At the end of 45 days, Sarah will give the consignors their pay out from the items that sold, and whatever items don’t sell, she typically gives back. Every two months, Sarah hosts a bag sale in which shoppers can fill a bag for $20. “It’s especially nice for the girls who don’t have the income to spice up their closet. It’s a great way for them to explore new brands and expand their style. Not everybody has the luxury of being able to purchase clothes regularly,” she said. 

 All about authenticity

Learning to be authentic was one of the most important lessons Sarah has encountered since starting her business. She notes that on social media, many people pretend to be something that they’re not. She wanted her online presence to be as authentic as possible, so she regularly posts about the things she’s doing when she’s out of the shop – especially when she’s visiting other local businesses. “Supporting other businesses is very important to me. I’m on the board of the Red Hook Chamber of Commerce, and now when customers come in and ask me for recommendations for other great places to go, I’m quick to suggest places like the Crow’s Nest, Red Hook Stationery Co., and BLISS Juice Bar. I’m a team player, and I believe that the community benefits when we work together.” 

The most challenging thing Sarah has encountered is stigma attached to her age. She started her business when she was only 23 years old and fresh out of college, and gaining people’s respect was an uphill battle. “When people saw me, because of my age they didn’t always trust me or think I was serious enough,” she explained. 

A feeling of needing to prove yourself is incredibly common for many business owners, especially when they’re first getting off the ground. For Sarah, the desire to work hard stems from the fact that she quite simply loves her job. 

Shoppe Girl is open five days a week, but you can find Sarah in the back doing inventory and taking photos of clothing for online sales any day of the week. Her work phone is also her personal cell, so she’s reachable at all times. “Everyone knows that if the back light in the shop is on, they can knock and come on in. A lot of girls will FaceTime me at all times of the week, too, and show me clothes in their closets to see if I can sell them,” she laughed. “I don’t mind. I love talking to people, and my ultimate goal is to make people feel good. I love what I do.” •

Visit Shoppe Girl at 14 East Market Street, Red Hook, NY 12571 or keep up with them on Instagram @shoppegirl__ and Facebook @ShoppeGirlBoutique.