Caldwell Boutique Mixes Fashion With Candy

With a dual focus on fashion and candy, what’s not to love about Caldwell’s newest boutique, Runway?

The shop, which opened Saturday at 3 Smull Avenue, is a collaborative business venture between Caldwell mom Martha Aleman Fava, owner of www.thesassyshopgirl.com, and Cedar Knolls mom Andrea Festa Zembelis, owner of www.lalascookiejar.com and Sugar Rush. 

The partners hope Runway will be the go-to boutique by offering women’s clothing, shoes and accessories, as well as items for toddlers and tweens along with candy.

“We want our customers to feel that they can run in when they are in a pinch or when they just want to have some fun shopping,” Fava said. “We hope to hold charity events, personal shopping and girl’s night out events. You will be able to find everything from loungewear to the perfect Saturday night top, or an amazing clutch for your next event.”

Fava said joining forces with other great boutiques in town will only help boost business. 

“I reside in Caldwell, so why not give the town I live in a fun and exciting shopping experience that will welcome all ages and customers with all price points,” said Fava, a huge fan of stylist to the stars, Rachel Zoe.

Fava launched www.thesassyshopgirl.com four years ago inspired by a shopping experience in Montclair where she noticed that many women were dressed the same.

“Juicy sets and Uggs tucked in was all the rage.” She wondered, “What happened to personal style?”

Her Sassy Shop Girl started with accessories to dress up jeans and a plain white shirt. She has since accessorized reality celebrities on Real Housewives of New Jersey and Jerseylicious, and grown the site to offer much more than accessories.

Fava is a native of Wayne and lives in Caldwell with her husband, Robert, and their one-year-old son. Zembelis lives in Cedar Knolls with her husband, Tom, and their daughter Lauren, a.k.a Lala. 

Runway is open Tuesday, from 11 a.m. to 5 p.m., Wednesday, Friday and Saturday, from 10 a.m. to 6 p.m., and Thursday from 10 a.m. to 8 p.m. Closed on Sunday and Monday. The shop will be open on Sundays, from 10 a.m. to 4 p.m., on weekends after Thanksgiving through Christmas.