Shop Small Business: Heels Boutique in Wildwood

Launched by Rosemary Barry in Wildwood Town Center on March 28, 2008, Heels Boutique evolved from a shoes boutique to what's now fondly referred to as a “department store boutique."

"We opened our doors during the height of the recession," said Barry. "What a scary time it was to open a business! We rethought our product mix and price point, and charged ahead."

Barry said they now sell a little bit of everything, all at very affordable prices. 

"We strive to fill our store with unique products—we don’t want our customers to see themselves coming and going in Wildwood! You can stop into Heels, grab a great pair of jeans, a cute top, of course a wonderful pair of shoes, or a gift and head out the door ready for the evening—all in one stop!"

The Heels' staff recently expanded their retail space by 400 square feet. Barry said they added more clothing, dressing rooms and a new denim bar.

She said Heels' customers can leverage the benefits there that purchasing with an American Express card brings on Small Business Day on Nov. 24.

On the day after Thanksgiving, Barry said they again will provide their special holiday tree, from which customers select ornaments with secret symbols that earn them a 15 percent to 50 percent discount on their purchases. The tree of savings will be available until Christmas Eve, she said.

For Heels' customers who work during the day, the staff also plans to start providing "late nights" once a week. Barry said they probably will stay open on Thursdays until 9 p.m. "We'll have wine and ideas waiting for those who need to shop sometime other than during the day."