Embracing the Shore: How Two Fashion-Forward Friends Brought Coastal Chic to New Jersey

Keywords:Coastal FashionShore BoutiqueWaterlily ClothingSpring Lake RetailManasquan LifestyleOutline:1. The Beginnings of Waterlily2. Expanding the Waterlily Brand3. Curating the Waterlily Collection4. Embracing the Shore LifestyleAbbey Holloway and Catherine Spinosa, two high school friends from Manasquan, New Jersey, have turned their shared passion for fashion into a thriving coastal-inspired boutique empire. After honing their skills in the fashion industry, the duo decided to take the plunge and open their first Waterlily store in Spring Lake, just a stone's throw from the beach. Their vision was to bring a unique blend of soft, flowy fabrics and vibrant colors to the Shore, catering to the relaxed yet stylish sensibilities of their local community.

Bringing Coastal Chic to the Shore

The Beginnings of Waterlily

When Abbey Holloway and Catherine Spinosa opened the doors to their first Waterlily boutique in Spring Lake in 2007, they knew they had found the perfect location. Just three blocks from the beach and close enough to ride their bikes to work, the store was a natural fit for the two friends who had grown up in the area. After graduating from the Fashion Institute of Technology (FIT), Holloway and Spinosa had both pursued careers in the fashion industry, working as a merchandiser for Free People and in the fashion district of Manhattan, respectively. However, they both felt a deep desire to create something of their own, a space where they could share their unique vision for coastal-inspired fashion.

Expanding the Waterlily Brand

The success of the Spring Lake flagship store quickly led Holloway and Spinosa to expand their Waterlily brand, opening additional locations in Manasquan and Bay Head. Each of these quaint Shore towns offered the perfect backdrop for the duo's relaxed yet stylish aesthetic, with the Manasquan store located on Main Street and the Bay Head shop situated just a short distance from the beach. The partners' commitment to providing their customers with a truly immersive shopping experience has been a key driver of Waterlily's growth, as they strive to capture the essence of the Shore lifestyle in every aspect of their business.

Curating the Waterlily Collection

At the heart of Waterlily's success is the carefully curated collection of clothing, accessories, and swimwear that Holloway and Spinosa have assembled. Drawing from a diverse range of brands, including Free People, Z Supply, Mother Denim, and Spell Designs, the Waterlily stores offer a unique blend of soft, flowy fabrics and vibrant colors that perfectly complement the coastal aesthetic. Whether it's the sought-after block-printed caftans from India, the soft tees made in the USA, or the timeless denim jeans, each item is handpicked by the partners to reflect their personal style and the preferences of their loyal customer base.

Embracing the Shore Lifestyle

Holloway and Spinosa's commitment to the Shore lifestyle is evident in every aspect of their business. Whether they're tending to the stores or spending time with their families, the partners embrace a casual, comfortable approach to fashion, often opting for jeans and sneakers. This down-to-earth sensibility is reflected in the welcoming atmosphere of the Waterlily boutiques, where customers can immerse themselves in the relaxed, beachy vibe that has become synonymous with the brand. The partners' passion for their local community is further demonstrated by their 2019 opening of the Seas the Day gift shop in Spring Lake, which offers a curated selection of upscale beach bags, sweatshirts, and coastal souvenirs.As Waterlily continues to grow and evolve, Holloway and Spinosa remain dedicated to providing their customers with a truly unique shopping experience that captures the essence of the Shore. By blending their fashion expertise with a deep appreciation for the coastal lifestyle, they have created a brand that resonates with locals and visitors alike, cementing Waterlily's status as a must-visit destination for anyone seeking a taste of the Jersey Shore's effortless style.