CORNWALL-ON-HUDSON, N.Y. -- Sheree Morrison has social media to thank for the success of her two-year-old women's boutique in Cornwall.
The mom of two, who worked as a fashion buyer in Manhattan before getting her Masters in social work, began blogging about fashion while raising her kids. She started out for fun -- she's always been a clotheshorse -- and soon found herself getting a lot of media attention.
She was featured in in WhoWhatWear numerous times as well as in InStyle and People Style Watch. Stylist UK also named her one of the top ten best-dressed women to follow on Instagram.
After gaining a steady following, the Cornwall resident decided to start an online store filled with items she loved -- mainly vintage finds.
When that took off -- and made money -- she figured she'd try her hand at a brick and mortar locale.
That was in February 2015 and MOD has taken off ever since. She has since expanded beyond vintage to offer fashion-forward pieces at reasonable prices. She credits her success to buying current.
"I don't like to buy ahead like the companies want you to," she said.
"I do this because we may be obsessed with a trend now but be over it in six months when the goods arrive."
She also tries to help customers discover their style and step out of their comfort zone.
"I definitely have some great 'basics' labels but I focus on details: Nothing too boring or too basic. If it doesn't make me want to scream with excitement, it doesn't come into my store."
Her theory? If you're just "ok" with the pieces you buy you won't wear them.
"You need to LOVE what you spend your money on," she said.
Morrison is also super picky about prices with most items in her shop under $100. "When I get pieces in at a higher price point its because it's that special and worth it for its originality and details," she said.
Social media has also been a huge part of the store's rapid growth. Morrison posts and does videos of all the new goods along with how to style them. Some items will even almost sell out before she gets them in her store. "My customers know things go fast and I rarely do reorders since it's such a local shop."
As for what to expect this fall? Morrison says it's all about ruffles.
Asymmetrical cuts are also huge. "It edges up the femininity of the ruffle so this is a great combination," she said. For denim, expect more about the cotton straight vintage styles more than the skinny.
"Skinny jeans will always be a staple but the vintage styles are huge right now," she said.
MOD is at 294 Main St., 845-458-1057, www.modcornwall.com .
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