A'maree's: A Half-Century of Fashion and Family Legacy
The renowned A'maree's boutique in Newport Beach, California, stands as a testament to five decades of fashion and an unwavering family spirit. Situated by the sparkling blue harbor, this retail sanctuary is celebrated for its sun-drenched interiors, showcasing an exquisite array of designers from Bottega Veneta to Dušan. The establishment is managed by three dynamic sisters, Apryl Schaefer, Dawn Klohs, and Denise Schaefer, with their mother, Nancy Brown, who founded the enterprise half a century ago, still a vibrant presence among clients and her daughters. However, the true narrative of A'maree's encompasses far more than just high-end apparel and its discerning Orange County clientele.
Nancy Brown, a Brooklyn native, initially moved to Newport for its sun and scenic palm trees. She reminisces about her early life as a devoted homemaker, raising three girls and enjoying creative pursuits like making clothes and decorating her home. Her life took an unexpected turn after a divorce left her without financial support or a home, prompting a new chapter. In 1976, a dear friend, Ann Marie Hirsch, offered her a storefront. Together, they founded A’maree’s, a name combining Ann Marie’s name with the Italian word for “to love.” Nancy managed the store, working tirelessly six days a week, while her daughters, then teenagers, assisted after school. This family-centric approach, coupled with Nancy's charming hospitality, which included offering wine and cookies, quickly fostered deep loyalty among customers. Her dedication paid off when she eventually bought out her friend, taking full ownership of what would become a generational legacy. The boutique's evolution saw a strategic shift from local L.A. and Dallas markets to international fashion hubs like New York, Milan, and Paris. This expansion allowed them to forge personal relationships with iconic designers such as Karl Lagerfeld and Azzedine Alaïa, and to introduce European luxury brands like Brunello Cucinelli and Loro Piana to their discerning clientele. The sisters' inherent curiosity and shared passion for fashion have driven the store's sustained success, cementing their roles within the business.
Today, A'maree's continues to thrive under the guidance of Nancy's daughters, each contributing their unique strengths to its operation. Apryl handles the financial aspects, Denise curates the extensive collections, and Dawn collaborates on buying, ensuring the boutique remains a dynamic and inviting space. In 2010, the store relocated to an 8,300-square-foot space, a former restaurant, where they ingeniously preserved elements of the original design, like the kitchen, for displaying homewares and hosting events. They prioritize a sense of spaciousness, allowing the unique pieces to breathe. While major department stores often focus on trending items, A'maree's distinguishes itself by emphasizing special, hard-to-find, and enduring collections, forming deep bonds with both designers and clients. The personalized shopping experience, where clients' preferences are known and anticipated, has fostered an exceptional level of loyalty, with some patrons having shopped there for decades and now bringing their grandchildren. This commitment to personalized service and carefully curated selections has drawn a diverse clientele, from local Southern Californians to international luxury shoppers. Nancy, now retired but still an active presence, confidently trusts her daughters to uphold the store's rich heritage and innovative spirit, emphasizing the enduring power of family and passion.
The journey of A'maree's exemplifies how a business can flourish when built on foundations of family dedication, a genuine love for the craft, and a deep understanding of its community. Their story highlights the importance of maintaining authenticity and fostering personal connections in an ever-evolving market. By continually adapting while staying true to their core values, A'maree's inspires us to pursue excellence, cultivate meaningful relationships, and recognize that true success is often interwoven with a rich tapestry of personal history and unwavering commitment.
