Photograph by Venera Alexandrova
Splurge owner Sonia Malloy knows that girls just want to have fun. With her recent 1,000-square-foot expansion, Sonia has tapped into growing her gift offerings for the seven to sixteen set with clothing, accessories and bedroom essentials. The mix is a tween dream come to life, all neon brights, glitter accents and emoji everything. In selecting the apparel for the store, Sonia considered both parents and her potential customers. “The key is finding lines that are cool, fashion-forward and appealing to girls,” she says, “but are also appealing to moms who want to ensure that the choices are age-appropriate.”
Beyond bringing new shoppers into Splurge, Sonia is rolling out a series of programs with the aim of sharing what she’s learned as a woman running a small business. With a “mintership” (mentor/intern), girls aged ten to fourteen will have the opportunity to work at Splurge to learn about the day-to-day operations. Brand ambassadors will be chosen and provide feedback and ideas about products and marketing. This group will also weigh in on social media efforts, where Sonia plans to include customers modeling the latest looks that will be coming through the store. She’s hoping these efforts will get the local community involved and inspire confidence and excitement in her young shoppers.
As for the existing space, Sonia will be broadening her offerings of personalized gifts. A range of monogrammed pieces will be available in-store alongside items that can be customized while you wait. “Worth the Wait” refers to orders that will be sent out and can be picked up at a later date.
With holidays approaching and Splurge’s own tenth birthday coming in December, Sonia looks forward to a season of celebration, and plenty of occasions to shop.
39 Lewis Street,