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Business Spotlight, Curly Girl Boutique

By Landry S., Youth Writer

Emily Deutschman had been managing her shop online since 2019 when, on the way to pick up her two-year-old son from daycare, she drove past a sign on a building that said for lease. This building was to become the future location of her clothing shop, Curly Girl Boutique.

I had the pleasure of visiting Curly Girl and speaking to the curly-haired owner, Emily. The neighborhood, with its small businesses and restaurants, immediately appealed to her. “This neighborhood really stuck out to me because of the community here,” she says. “All the businesses on my side of the street are owned by women. It’s just a really nice synergy and I love how every store is different.”

When Emily’s store initially opened, many people walked in thinking it was a hair salon. The name was, in fact, derived from her own curly hair. She also thought the name represented clothing that was “fun, playful and vibrant.”

“You’ll see a lot of fun colors and patterns,” Emily says. She tries to choose merchandise that fits the lifestyle of her customer, which is “career women who are established and have busy lives,” looking for clothing that can express their personality.

Emily has a broader vision for her store. By summer 2022, she is committed to carrying the majority of items that are slow fashion. The opposite of slow fashion is fast fashion — where the clothing is made quickly and cheaply in large factories. Slow fashion, on the other hand, is cut-to-order and ethically sourced and produced. The fabrics are high quality, featuring a lot of natural fibers and man-made fibers as well. Most of the clothing brands that Emily carries are based out of Europe. “I go to apparel markets and I’ve formed a lot of relationships with showrooms.”

Emily has a side room she likes to call the party room, where she hosts her private shoppers. You can book a girlfriend shopping party, which she calls the YOU+TWO option. You and your girlfriends can have the whole shop to yourself for two hours. She’ll provide the drinks if you provide the snacks! You can find more information under the header Personal Shopping Appointments on her website.

In addition to her wonderful clothing, Emily also sells merchandise such as jewelry, scarves, purses, shoes, hats and sunglasses. She plans to stock up on these and other gift items during the holiday season. You can shop online and choose the items that you like, then have them sent straight to your recipient’s door!

Visit Emily at her one-of-a-kind shop at 2705, East 39th street. Store hours are Thursday through Sunday 11-6 PM on Thursdays and Fridays, 11-5 on Saturdays and 11-4 on Sundays.


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