b'Changing theRules of RetailOut-of-the-box boutiques offer new ways to shop.BY SARA COURTNEYL: Andrea Gordon, owner of The Gypset, offers a white-glove concierge mobile boutique that special-izes in upscale designer clothing. R: Julie Perlow-Greene, owner of Retail Therapy, carries vintage and consign-ment pieces. In March she will be moving to a by appointment-only showroom.I boutiques?Onlineworld of fashion. this is no fancy ice cream truck,here waiting for things to happen? Ill create a mobile f the past few years have revealed anything, it is that change is inevitable. Sometimes it appearsLately, a Mercedes Sprinter van has been dashingtruck of my own and go see my customers! to move at a glacial pace, incrementally sneak- about town. ButThus, The Gypset was born.ing along, so no one notices the change until itbecause when the doors of The Gypset open, a selec- With a deep background in fashion, the team had is already here, like those once busy shoppingtion of upscale designer clothing is within. Ownerseen changes to retail over time.malls that turned into ghost towns. ShoppersAmanda Gordon has turned the shopping experi- Being in the business moved onbut to where? Big box stores? Littleence on its head, offering a white glove conciergeforsomanyyears, mobile boutique, and her business is catching on.Gordonsays,we shopping? It wasntWe really want to be true gypsies, she says. Sorealized retail was clear.ThentheGypset stands for gypsies who are jetsetters. suffering.We pandemic hit, andShe opened The Gypset with her husband, Eric,could see it was whileitbroughtalong with another shop owner in Summit.notgoingina muchoflifetoaWe started in September 2020, and it exceededpositivedirec-screechinghalt,itall our expectations. tion.seemstohaveac- Initially, they were on the cusp of creating a fash- Manyofthe celeratedthepaceion line together called The Edit 18, so called for thechanges were ac-of change, at least18 pieces every woman needs in her wardrobe. Thenceleratedbythe forsomelocalCOVID hit and put their plans on hold. But whenpandemic.People businesses.adversity strikes, the creative get, well, creative.dontreallywantto Asusual,thatMy husband, when we were in lockdown, keptgo to the mall, theyGordon carries customized Gordon can fit more than 300 piec- leap into tomorrowseeing all the Amazon trucks going to peoples homes,just dont have manyproducts like these Ugg slip-es of clothing in her Sprinter truck. isbeingledbytheGordon explains. And he thought, Why am I sittingchoices.Itshot,pers and Birkenstocks.32/ matters magazine / winter 2022'