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Wysteria Blooms on Central Avenue

Women's contemporary clothing boutique opens at 112 Central Ave.

The interior of Westfield's new women's clothing boutique is as lovely as the flowering plant that shares its name. 

Wysteria, located at 112 Central Ave., boasts dark, hardwood floors offset by warm gray walls and silver accents. A glass chandelier shines a light on the shop's most dazzling feature: its clothing. 

The stylish apparel, handpicked by Wysteria co-owner Trish Gull, who spent the past three decades in the fashion industry working for Saks Fifth Avenue, Michael Kors, and Banana Republic, has been catching the eye of women in their late teens and beyond. 

Gull and business partner Lloyd Rothstein opened the store on Dec. 21, earlier than they'd planned, when they starting receiving inquiries in the form of knocks on the windows from eager customers as they set up shop. 

The duo said they hope to have an official grand opening celebration in mid-February once all of their spring merchandise is in. Particular about styles and fabrics, Gull said she does most of her buying in New York and California.  

"I have tapped into some new brands, some young brands, because I really like to support new talent and it offers something unique and different. We have some Italian labels that we deal with because they offer great quality and construction and also, style," she said. "A lot of what we bought for spring is very feminine. It's long, it's flowing, it's shabby chic. Then we have that classic, more sophisticated piece."

"We're amazed we've had moms and daughters come in and shop together," Rothstein added. 

While styles range from upscale and elegant to fun and functional, nothing is priced at more than $200, Gull noted. 

"We have camisoles for $25 and I'd say our average price is $100. I've been in the business so long, I know what's right and I want it to be the right price for everybody," she said. 

"We have a very good price point; everyone's told us that," said Rothstein, who handles the numbers and marketing side of the business and joked, "I don't let her touch the books and she doesn't let me touch the clothes. That's our deal."

In addition to the spring line, Gull just completed purchasing jewelry to complement the new arrivals. Belts and handbags will also help shoppers complete a look.

Gull added that she loves to help style clients and is open to hosting private shopping events and scheduling after-hours appointments for customers who would prefer it. 

Thus far, the business partners said, they are enjoying a warm welcome from Westfielders.

"We just love the area," said Gull who hails from Long Branch. "We came up here about a year ago and looked and just really fell in love with the town. It's a great town and the people are awesome. They have been so nice and the customers have been really receptive to the product."

While she is getting to know her clientele, Gull said she likes to ask shoppers what they'd like to see more of, if there's a certain type of denim they prefer or if, in general, there's a style they're hoping to find. That said, she only purchases a limited amount of each item.

"I believe in an order or two but don't want to oversaturate, so you're not seeing yourself 10 times through the town," she said. 

Going forward, Gull and Rothstein will look to hire an assistant and when they do, Gull said she hopes to find someone who is as passionate about fashion as she is. 

"It has always been a wish of mine to have my own boutique so I said goodbye to the corporate world and to travel. This is a wish come true," she said.

Winter hours: Monday to Saturday: 10 a.m. to 6 p.m., Sunday: 12 to 5 p.m. To schedule an appointment after hours, call 908-264-8882. For more information or to view the boutique offerings, visit Wysteria's Facebook page. Wysteria is in the process of creating a website through which orders can be placed. New arrivals can be viewed on Facebook. 

Westfield Mom January 17, 2013 at 04:33 PM
Great store! I'm wearing an outfit I purchased there today :)

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