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About Us!

Here is a little about our journey...


              As a little girl, Lauren Riley, loved playing dress-up- even making her little brother put on her Cinderella costume!  As she got older, she became obsessed with fashion magazines like Harper’s Bazaar and Vogue. When she began applying to colleges, the schools that offered fashion programs were the most appealing to Lauren.  Lauren graduated with a major in Fashion Merchandising and a minor in Business, but wasn’t sure what she wanted to do.  Dayna Riley, Lauren’s mom, had 15 years of Retail experience from owning her own card and gift shop and was always very driven, creative and business savvy.  So, it seemed only natural that the mother-daughter duo open their own clothing boutique together!  In September 2013, Dayna and Lauren took a chance and rented out half of a building at 39 Mine Street in Flemington, New Jersey, their first retail location.  After a couple years they expanded and took over their entire building. On Black Friday in 2018, they opened their second location in the quaint little town of Clinton, New Jersey and started a website shortly after.

We strive to provide the latest trends at affordable prices to our customers. 

              As a small business, we truly appreciate you choosing us!  We are dedicated to fulfilling and shipping out your order as quickly as possible!  Our ultimate goal is to make people happy- whether we’re helping women curate the perfect adorable outfits or helping our community. We get new arrivals in each week- follow us on our social media pages to see the latest!


We couldn’t do what we do without our awesome employees either- they rock!

39 Mine