New Boutique -- Sisters in Style -- to Open on Shab Row

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Sisters in Style, a popular online vendor, is opening its first physical location

“This makes our company extraordinary, because we serve both signers and non-signers. With the proliferation of Deaf-owned companies in the Washington, D.C. area, we’re really excited to show the community what we can do.”

Frederick natives and sisters Nikki Reineck and Emilia Doudt had been eyeing several downtown locations, dreaming of the day they could open a storefront for Sisters in Style, a clothing company. When a spot opened up on Shab Row at 116 N. East St., they knew it was meant to be.

Both sisters have always loved fashion, shopping, and interacting with people. Reineck says, “I’ve worked in direct sales for many years, but it was when Emilia and I worked together as representatives for Agnes & Dora that we realized just how the community really liked having personal connections with us.” The sisters often held well-attended open houses and pop-up events, and were astounded by the amount of sales they had.

In fact, sales became so successful that the sisters decided to form a company, Sisters in Style, with Reineck as the owner and Doudt as the manager. When the Agnes & Dora company began shifting directions, the duo decided to branch out on their own. “We wanted to offer more variety in products and this was perfect timing,” Reineck says. “It was daunting at first, trying to figure out where to go and how to begin, but with our experience and in-depth understanding of what our customers want, everything took off quickly.”

Doudt agrees, saying that what makes the company unique is its inclusive offerings. “We offer all sizes from S to 3XL, something that not very many boutiques offer. We also focus on comfortable, casual, and affordable items that are perfect for anyone who’s not going out as much as they used to during this pandemic, and for anyone at any other time, too.”

Sisters in Style has a large social media following, and hosts live sales and pre-orders on a regular basis. The sisters often travel to trade shows around the country, searching for products that their customers will love, such as chic t-shirts, jeans, comfortable dresses, and other items such as popcorn, keychains, lip balms, and jewelry. “We always look for quality, affordability, and current trends that fit different age groups and lifestyles,” Reineck explains. “We really listen to our customers and what they want, what they like, and what they need, and incorporate that in our product selection.”

Last year, Reineck unexpectedly relocated to Indianapolis so that her younger son could attend a specialized autism program. This change soon became a positive step for Sisters in Style, because the company quickly created a new local customer base, adding to the company’s already-strong national base.

“The items we were shipping were taking over my house, and it just made more sense to have a warehouse where customers could come in to touch and try on garments and try out different products,” she explains. The acquisition of a warehouse in Indiana led to the realization that they should open a shop in downtown Frederick.

What makes Sisters in Style even more unique is that both sisters are multigenerational Deaf, as are their children. Both are Maryland School of the Deaf and Gallaudet University graduates. “This makes our company extraordinary, because we serve both signers and non-signers,” Doudt says. “With the proliferation of Deaf-owned companies in the Washington, D.C. area, we’re really excited to show the community what we can do.” Doudt is referring to Frederick’s many Deaf-owned businesses, along with Mozzeria, a Deaf-owned pizzeria that recently opened in Washington, D.C., and Crepe Crazy, a Deaf-owned crepe restaurant in Baltimore that is opening soon.

Sisters in Style will be open Wednesdays-Sundays, with store hours being finalized soon. A grand opening will be held on September 25, but attendees must have tickets and abide by social distancing and safety measures; masks are also required. Sisters in Style will then open to the public on October 1, 2020.

Reineck adds, “This is a dream come true for us. We’ve had this dream ever since we were little girls, and we’ve been so grateful for our loyal, long-time customers. We’re thrilled to offer them a way to actually try on and feel the clothes and products we sell online. This hands-on approach is an experience that cannot be beat.”

For more about Sisters in Style, visit http://www.shopsistersinstyle.com, or download their user-friendly app from the Apple store.

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