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Boutique gives Old Town Fresh look

Posted: April 24, 2011 1:55 a.m.
Updated: April 24, 2011 1:55 a.m.
Madison Schwartz, owner of Fresh Boutique, stands inside her Newhall retail store on Wednesday Madison Schwartz, owner of Fresh Boutique, stands inside her Newhall retail store on Wednesday
Madison Schwartz, owner of Fresh Boutique, stands inside her Newhall retail store on Wednesday

Hidden within a crowded shopping center in Old Town Newhall is a new approach to fashion.

Appropriately named Fresh, this boutique was opened by Santa Clarita resident Madison Schwartz and her mother.

What originally started out as a present to Schwartz from her mother ended up being the perfect business for her to display her love of fashion.

“When I turned 18, my mom came across an opportunity,” said Schwartz, Fresh’s owner.

That opportunity was in the form of taking ownership of a store that was already opened in the space.

Although Schwartz loved fashion and liked the idea of owning her own boutique, she wanted to be independent and make her own money apart from being a business partner with her mother.

The young entrepreneur didn’t want to be known as the girl whose mom gave her a store.

“I was a part of the store, but I wanted to do my own thing,” Schwartz said. “I was very independent, and wanted to make my own money.”

Schwartz’s vision of being independent was to “pass” on managing the store and continue exploring her love of fashion by enrolling in classes at Fashion Institute of Design and Merchandising.

After studying fashion at FIDM, Schwartz returned to Fresh and decided to take over the business entirely herself. Last year, she bought the store from her mom, and at age 23, now owns and operates the entire business herself.

“It was originally opened for me, and now I own it,” Schwartz said. “I’m really lucky and have a lot of support from women in the community.”

Contemporary fashion
Fresh is a women’s contemporary clothing boutique that caters to women of all shapes and sizes.

“The whole vision for my store is that it’s pretty laid-back. It’s clean, simple and there’s no pressure,” Schwartz said.

Fresh carries brands of all different kinds and prices, she said.

“I try to range (prices) so that someone can come in here and get a cute top for $18 or $150; everybody and anybody can come in and find something,” Schwartz said.

Fresh carries brands such as Vintage Revolution, PJ Salvage, Michael Stars, True Grit and Love Stitch.

When customers come to Fresh, Schwartz wants them to feel at home and as comfortable as possible.

“It’s not so much like a sales girl and a customer coming in; it’s more like your friend coming in and trying to find something cute, like trying it on in your own home,” Schwartz said. “The customers are like my friends.”

Community person
The retail store Fresh and Schwartz are also very much involved in community activities.

“I’m a very community-driven person; I like to help and do whatever I can,” Schwartz said.

She has thrown several community events within the retail store’s walls for charities such as The Michael Hoefflin Foundation and the Domestic Violence Center, she said.

Schwartz is also a member of the Junior Chamber of Commerce, Youth Leadership Corps for the Child and Family Center, and a member of the Soroptimist of Greater Santa Clarita.

Future plans
In the future, Schwartz plans to open Fresh in several more locations, and she would like to start carrying men’s and children’s clothing, too.

“I’d like to be able to cater to everyone, not just a specific group of people,” Schwartz said.

She would also like to take Fresh’s inventory online. She plans to give shoppers the option of purchasing clothing items via Facebook.

“Facebook is such a big deal, and that’s where a lot of the women who are in my demographic right now are spending their time,” Schwartz said.

“I am in the process of creating my online shopping website; so if you’re on Facebook, you can buy clothes through Facebook,” Schwartz said.

Schwartz wants her customers to have a hassle-free and fun experience when shopping at Fresh.

“Fresh lifestyle is all about health, beauty, everyday living, feeling good, looking good and it’s the combination of all those things,” Schwartz said.

Fresh Boutique is located at 24419 Walnut Street, Newhall. The boutique’s hours are Tuesday through Saturday, 12 to 6 p.m., Sunday 12 to 4 p.m. The store is closed Mondays.


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