Call it 'guerrilla shopping'

BY JULIE KIRSH
Staff Writer

A common interest in recycling dance costumes led Karen Pulido (l) and Rose Strong to open a consignment boutique, Casual Concepts. 'Dancing with the Stars" hopefuls in need of a costume should waltz on over to Casual Concepts at Shrewsbury Village, 555 Shrewsbury Ave. in Shrewsbury.

Dancewear is a major component of the consignment boutique, which is actually an outgrowth of a common interest in dance shared by co-owners Karen Pulido and Rose Strong.

Pulido's daughters and Strong's granddaughter study dance at a studio located in the same shopping center and after speaking with other dance parents, the women realized there was a need and market for recycled dance costumes.

"We thought, we ought to resell these dance costumes because come recital time someone else could use them," said Pulido. "The costumes are used by young dancers for three to five minutes, then just hang in a closet."

Aware that dancewear alone wouldn't keep the shop afloat, the women decided to add designer clothing and a cornucopia of other items to the consignment mix.

PHOTOS BY GLORIA STRAVELLI Casual Concepts' inventory is 60 percent clothing, much of it upscale.

"We felt there was a need for this, a lot of times people can't buy these designer items," said Strong. "If you have it, and you're not going to wear it, why not sell it?"

Clothing sales are doing well, according to Pulido, especially with women who comprise the bulk of the shop's clientele.

Savvy consignment shoppers will be enticed by labels like Liz Claiborne, Calvin Klein and Anne Klein, plus the hot label for teens right now, Juicy Couture.

Racks crowded with clothing bargains waiting to be found in the boutique also include men's apparel, ties and belts with labels by Brooks Brothers, Izod and Nautica.

Nestled on one wall, shelving is brimming with hats and shoes with well-known names such as Uggs, Nine West and Steve Madden, as well as designer purses by Coach, Fendi and Gucci.

The shop's name was an easy decision.

"Casual, yes, that's our concept," said Strong.

Both women bring business experience to their joint venture.

"We were both involved in family businesses for several years, but as female entrepreneurs we saw the need for this kind of a business," said Pulido, a former high school teacher, who co-owns and runs a local insurance agency with her husband.

Strong, Shrewsbury, co-owns a security firm with her husband.

Upon entering Casual Concepts, customers are greeted by a large display case filled with jewelry ranging from costume to semi-precious, in styles for all ages.

The boutique's prices range from $12 for a pair of jeans to $300 for designer winter coats. Dancewear ranges from $5 for tights to $20 for a costume that would run in the $40-$60 range if purchased new, according to Pulido.

"What happens with some dance items is people might buy a leotard and it sits in a drawer unused. The same thing happens with dance shoes which don't fit the dancer after two to three months and the consignor brings them to us," she said.

Casual Concepts doesn't just cater to adults, and Strong said clientele ranges from teens to people in their 90s.

"We had a young teen come in for a present for her mother," Strong said. "She only had a certain amount of money and she lucked out and found a bracelet that said 'Mom.'"

New moms may be interested in the bargains to be found among the occasional strollers, infant and toddler wear, or children's toys, books and stuffed animals nestled in a corner of the boutique.

For more grown-up girls, the store stocks formal attire for special occasions.

"We have quite a few evening dresses for both adults and teens, such as homecoming and prom dresses," said Pulido.

Sales in the 1,100-square-foot boutique have been consistent, with dancewear and accessories leading the pack, she said.

Convenient access to a dance studio is key.

"We've been in this mini-mall for 13 years for our families' dance classes," said Pulido.

Home decor items include prints and oil paintings done by a local artist which are prominently displayed on a wall. Just below the paintings are bookshelves displaying Lenox vases, glassware, picture frames, jewelry boxes, books, brassware and other home accessories.

Even some vintage furnishings are thrown into the mix.

"We have a trunk that's an antique and an antique table - we're in the antique business!" exclaimed Strong.

For Halloween, the shop had costumes for all ages, as well as hats, wigs and hairpieces. Pulido noted the costumes were a popular item.

Amazingly, both women claim to have resisted the temptation to buy any of the consigned items.

"I'm usually the one who says, 'Wow, this is a beautiful item,' but we're in business and I've resisted so far," confessed Pulido. However, she noted, "We've had customers who were bringing items in and bought items that were being consigned because we have a lot of interesting things."

Repeat visits to Casual Concepts are recommended because items are kept only 90 days, at which point they're placed on sale for a short period, and eventually returned to the consignor or donated.

Pulido is confident about the boutique's future.

"We've been very pleased by the word of mouth so far. Hopefully, we'll make a go of it - I think we will," she said.

Strong is also optimistic, and anticipating brisk sales for the holiday season.

"What better present than a Tiffany bowl, a piece of jewelry or a painting - all at an affordable price?"

Hours at Casual Concepts are Monday-Saturday, 10 a.m.-6 p.m.