Meet the Owners of Downtown New Bedford’s Premiere Boutique
by Elizabeth Teixeira
Celia’s Boutique is a Black-owned women’s clothing boutique tucked on the corner of William St. in the heart of downtown New Bedford. A “hidden gem” as Celia herself called it, the boutique has a warm and welcoming atmosphere as well as a beautiful interior featuring clothing, shoes, purses, and other accessories. Tall windows line the storefront, creating a brightly lit space that is both modern and chic.
Upon walking into the boutique, every customer is met with a sincere welcome and an offer of assistance. Celia Brito and her daughter Tanya Alves, who work together as co-owners, place an important emphasis on “personal service” for their customers. When asked why this is so important, Celia was quick to articulate how many of her loyal customers greet her on a first name basis, and this factor creates a personal and honest relationship with consumers. Celia mentioned that she loves giving women an “honest opinion rather than a quick sale.” She is sure to suggest clothing that will fit each individual customer’s body, taste, and style. “You have to touch on the three F’s of fashion: fit, form, and function!” Celia proclaimed with a laugh. She knows this is the only way to build a trusting relationship with customers in order to keep them coming back.
Having owned their business for nearly twenty years, Celia and Tanya know the importance of standing out in the industry. Celia described how creating a business was a personal experience, as she and Tanya handpicked their merchandise with purpose and direction. “I worked for a big corporate company that was being dismantled before I opened the boutique,” Celia recalled. “When I started putting my résumé out there again, I thought ‘why work for someone else when I can do this on my own?’” With that line of thinking, she knew she wanted to open her own business, and she took inspiration from the dress code that was enforced at her office. She noticed that the New Bedford area did not have a market that served women who wanted to dress professionally for work. She started with that idea in mind.
Celia’s Boutique opened in 2003, after Celia and Tanya headed to Las Vegas for retail shows where they were introduced to a variety of merchandise. Some people may have been doubtful of first-time business owners, but Celia and Tanya took Vegas by storm, ordering clothing that would be shipped back home for the beginnings of Celia’s. Their first location was on Purchase St., which Celia described as a small space with a dark back room. It was evident that she was highlighting how her business had grown and the determination that was required for success. Celia and Tanya finally moved to their location on William St. in 2010, which was completely renovated by Celia’s husband. She recounted how the storefront was transformed into the stunning space that they have today.
Celia had been adamant that she wanted to own a store in downtown New Bedford. As a child in the “pre-mall days,” as Celia described it, downtown New Bedford had been a myriad of storefronts, and she wanted to contribute to the “revival” of the downtown area. She described it as a “community” that she wanted to be a part of. Celia stressed the importance of supporting local businesses because they contribute to the local economy. Local businesses bring in taxes and revenue for New Bedford, as well as tenants and tourists. Celia was proud to note that people from Boston, Providence, and Newton travel to New Bedford to shop for her merchandise. Even more importantly, Celia and Tanya affirmed the mutually beneficial relationship between business owners and consumers. “We give back to the community, and they give back to us by supporting our businesses,” Celia explained.
Celia also described the value of serving all types of customers, no matter their age, size, or background. She always works with customers to find merchandise that comes in their size, even if this means contacting designers. Celia’s Boutique carries plus sizes and a variety of styles in an effort to provide fashionable choices for all women.
As Celia pointed out her enthusiasm for selling to diverse customers, the conversation quickly transitioned into a discussion about the Black Lives Matter movement. Celia’s Boutique has multiple signs in the windows that express support for the cause. “I wasn’t afraid [of backlash],” Celia stated simply. “This shouldn’t be a black and white world. It should be a people’s world.” Celia also mentioned her support of the LGBTQ movement, which she had previously posted signs for. It was evident that Celia and Tanya, being Cape Verdean themselves, focus on making all customers feel comfortable and welcome.
A loyal and regular customer at Celia’s Boutique, Kathy Montagano, age 64, chimed in with her personal experience at Celia’s Boutique. “I’ve been shopping here for years. I come to Celia’s knowing I will receive personal service and an honest opinion. Celia takes the time to get to know her customers and their preferences,” she explained. It was clear that Celia had a close relationship with Kathy and all her regular customers, making sure to follow up with them and learn about their personal lives. Kathy added, “Celia’s carries a variety of unique pieces for all occasions. Plus accessories!”
After hearing from a customer, it was apparent that Celia and Tanya have worked diligently to create a boutique that is pleasant, convenient, and fun. Their friendly demeanor and beautiful space are the perfect combination to bring in customers and ensure they return. Celia’s Boutique is a unique place that will exceed your expectations by a mile. Stop in as soon as you can to check out their beautiful selections!
Visit Celia’s Boutique:
111 William Street New Bedford, MA
Phone: 508-994-3833 | Website: http://www.shopceliasboutique.com
https://instagram.com/shopceliasboutique
https://www.facebook.com/CeliasBoutique