FASHION FOCUS: “Our fashion is elevated classic, day to evening, casual to formal, and special occasion. Always, we want to help the customer look her best with an outfit that reflects her own style, personality, and individuality.” Rachel Reiss, owner of Hedy Shepard LTD, is shown by an ensemble featuring a lace knit sweater from D. Exterior, a unique rubber/mix metal long necklace from Liviana Conti, and Kai Rieman cotton shirting and cotton crop relaxed fit pants.
By Jean Stratton
This is the age of change. In almost every aspect of our culture and society, change is at the forefront. How do people communicate today? How and where do they get the news and general information? How and where do they work? In an office, at home, some hybrid combination? Whom do they trust? And where and how do they shop?
Change is apparent in all of these areas, and it has come quickly. None of this is the same as it was 20 years ago, 10, or even five years ago.
All the more reason to celebrate the occasion of a 25th anniversary of a Princeton business that has been a mainstay in the Princeton downtown for quality products and knowledgeable and friendly personal service.
Hedy Shepard LTD, the women’s boutique, located at 175 Nassau Street, has been proud to provide the finest innovative and quality fashion and superior service over these many years.
Grace and Dignity
Originally opened in 1987 by Hedy Shepard, it became the fashion focus for new owners Lynn Rabinowitz and her daughter Rachel Reiss in 2000. The mother and daughter team operated the store together until Lynn’s death in 2020.
Reiss has been honored to carry on the vision that she and her mother began. “I am proud to continue the tradition that my mother and I enjoyed establishing together,” she says. “It has been an incredible sense of accomplishment to take the tools and lessons that she has given me in life and business, and move on with the same grace and dignity we have shared with our community. She gave me something I always dreamed of, and my dream has come true.”
The dream began when, as a young girl, Reiss became intrigued with fashion. “I also had a mom who was always dressed attractively, and this was a part of my experience. My mother was always the best dressed lady and so put together. It didn’t matter if she was on a budget or she splurged. I would sit in her room every Friday night, and watch her get dressed to go out with my father. She instilled in me at an early age that to look beautiful is to feel beautiful. It didn’t matter what others thought. It mattered how you felt about how you looked.”
Indeed, her fashion sense was established early. As she says, “I recently came across a school project I had in sixth grade when I wrote a paper about Yves Saint Laurent!”
Also, she continues, “My mother installed in me the value of a good business sense, the importance of attention to detail.
She dotted every I and crossed every T. She was always careful to see to everything so there was nothing to worry about later.”
In addition to her mother’s guidance, Reiss worked as a Hedy Shepard’s associate, first in Hedy’s Yardley shop, and then with her in Princeton. “I learned a lot from Hedy. She gave me an understanding of how to run a business and the importance of developing relationships with customers.”
Something Special
In fact, the store’s success in maintaining its loyal clientele as well as attracting new customers has been remarkable at a time when so many bricks and mortar businesses have closed their doors or are continually coping with new challenges to stay in business.
Indeed, what attracts customers away from the convenience and the quick fix of an Amazon purchase? Yes, online shopping is convenient, but it is also impersonal. Increasingly in our technologically-focused society, to lure customers from the comfort of home something special must be awaiting them.
They will find it at Hedy Shepard LTD. Personal service, attention to detail, a staff waiting to share fashion ideas and honest advice, and to spend time with each customer — and all within a charming environment. This is the Hedy Shepard hallmark, and it continues to stand the test of time.
“Our customers come here because they know they will be taken care of,” points out Reiss. “We are truly about service. About greeting someone by name, giving them our full attention. We know their needs — their style, their size, their shape. And we are always on the lookout for something that is right for them.
“We really are set apart by the development of our relationships and the reputation we have established in the community. It’s our identity and our focus. Reputation is worth everything.”
Reiss also emphasizes that one’s individual style is important. Fashion is not dictated by rigid rules as in the past. It is much more eclectic.
Own Rules
“You can make your own rules now, create your own individual style. You don’t have to conform to anything but who you are. It’s important for people to feel comfortable in what they wear, and that it reflects who they are. We don’t want to reinvent anyone’s style. We help them to find their own comfort zone.”
Also she points out the importance of versatility. It is not necessary to buy a lot of new clothes to achieve a new look. “It’s very good to buy one or two items that can be worn with several other things. This is curating a wardrobe. You don’t need to wear something only one way. By mixing and matching, you can get mileage out of your wardrobe.
“For example, an important focus for us is showing five different ways to wear a piece. it can be very versatile. We can help guide a customer in this. Again, it is about her own individuality and also value. We offer a clothing home to find value. Buy less, buy better!”
In addition, Reiss and her associate of 19 years, Galina Gaziev, will help a customer update or reinvigorate her own wardrobe. “You can bring in something you have, and we can update it. It’s a way to reinvent your existing wardrobe.”
Of course, the shop is filled with an array of enticing choices, guaranteed to please the fashion palette of each customer. Dresses, pants, sweaters, blouses, tunics, jackers, and more are all available in many styles and designs.
Denim continues to be a very big item, reports Reiss, and one of the most interesting aspects of fashion change over the years is the ubiquity of jeans. They are now worn for almost any occasion —casual to dressy.
New Season
Planning ahead for each new season is a necessary part of the fashion business, and Reiss attends numerous fashion events, and regularly visits showrooms in New York. Keeping up-to-date is crucial, and her buying choices always reflect her customers’ style as well as her own fashion sense.
“Appliques are huge for fall,” she points out, “and also knitted lace is very popular. It has a very feminine look. And again, we see oversize sweaters, and earth tones are important again too.”
Among the array of innovative and flattering styles at the shop are the creations of many important American and international designers. Customers will find Liviana Conti, Cambio, Pier Antonio Gaspari, Mac, Kokun, Kai Rieman, Matthildur, Interdee, Serie Numerica, H+ Hannoh Wessel, Heyne Bogut, Kempton, Angela Caputi, In Bed With You, and 12 lbs, among others — all represented at Hedy Shepard.
Helping customers to accessorize is another special service at the boutique. Scarves, jewelry, belts, and handbags are all on display in all styles, patterns, and colors.
Scarves are always in demand, says Reiss. Many materials and sizes are popular, including silk, cashmere, and various blends There is nothing like a scarf to finish the fashion statement.
Jewelry is a big favorite too, and the selection includes styles from delicate to bold and dramatic. The shop is also known for its extensive handbag collection, including striking evening bags in sparkling sequins.
Quality and Style
The belt selection at Hedy Shepard is also a specialty, and a very important accessory these days. In many styles and colors, they will bring a unique look to the fashion statement.
“We believe we have beautiful clothing that you will not see in every other shop,” says Reiss. “It will last because of quality and style, and the versatility in the ways you can wear it. We offer specialty store prices, and we currently have our annual summer sale with discounts of 30 percent and 70 percent. In addition, we always have sales of selected items.”
Reiss also points out that this specialty women’s boutique has quite a following of men among its loyal customers. “They come in regularly to buy for their wives, and I will help them. It is a comfortable place for them to come in, and sometimes, there are special moments. One man wrote on the gift bag what his wife meant to him. I enjoy being able to help them, almost as a personal shopper.”
Reiss knows the world of fashion, and she is pleased to be able to share it with her customers, who are from Princeton and the area. She enjoys the interaction with them and also with the designers. It is a world of color, style, and also for her, energy, excitement, and enthusiasm.
Most of all, though, the true meaning and value for her is the customers who have supported Hedy Shepard LTD from the earliest days.
“At the end of the day, people come here because they trust us. You are only as good as the relationship, trust, and respect you have established with your customers. To be successful, you must be willing to adapt, constantly evolving with the times. But the one constant is helping the customer to be comfortable in her own style, with clothing that reflects her — her personality, her life style. Her unique individuality.”
Hedy Shepard LTD is open Tuesday through Saturday 10 a.m. to 5 p.m. For further information, call (609) 921-0582. Visit the website at hedyshepardltd.com.