ENGLEWOOD, N.J. --Cali Goffin attributes the success of her store, 23 South in Englewood, to family ... not just the values instilled in her by her parents, but also from learning by example.
"Both sides of my family have always been in retail," she explained. "My dad has always had Hallmark gift shops and my mom's family owned children's clothing stores."
Four years ago her parents combined forces and opened 23 South, a gift and accessories store in downtown Morristown, where Goffin grew up (and still lives).
Not long after, she began thinking seriously about her own space. "I was always drawn to the creative aspects of business and from a young age I knew I wanted to own my own boutique," she said.
So, after graduating college and working various jobs, she decided to take the plunge. She said "the stars aligned and the Englewood location" fell into her lap.
That was in June 2014 and she's been busy ever since.
23 South Street, a homage in name to the Morristown location, has been embraced by the community thanks to its hodepodge of everything from chocolates to jewelry to candles and accessories.
Among 23 South's most popular items: Michael Aram, Mariposa, Jonathan Adler, Gorjana, Alex & Ani, Uno de 50, Nest Fragrances, and Lafco.
New to the lineup: Sugarfina, a candy company from Beverly Hills specializing in exotic candy.
Goffin said her store is always evolving, a recipe for success. She also credits her "one stop shop" ability which means customers can avoid the craziness of the malls.
Goffin is also big on customer service and making everything as easy as possible for her clients.
She also takes feedback very seriously and has inplemented many of her customer's suggestions.
Of course, getting input from the "experts" in the family helps, including her sister, Jordyn, who she runs the store with.
"Working with my family gives me the freedom and stability to experiment and try things I wouldn't be in a position to otherwise," she said. "Plus, they are my favorite employees!"
23 South, at 1 E. Palisades Avenue, is celebrating its one-year-anniversary with macarons and rosé on Sept. 12.
Thursday, Sept. 10 the store will take part in Englewood's Ladies' Day/Night Out which goes from noon to 9 p.m.
More information at www.23SouthBoutique.com/ .
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