MIAMI — Andrea Singer-Love lives up to her Rebel boutique’s name.
Not only did she dare to steal teenage retail business away from malls, but she did so on an ungentrified Miami stretch of Biscayne Boulevard associated with seedy motels and liquor stores rather than name brands like Juicy Couture and True Religion. Her risky choice of location paid off as the area has evolved into a bustling district full of shops and restaurants since Singer-Love opened in 2002.
“I always drove this strip to take my girls to school, so I figured other mothers did the same and would stop in for their kids and themselves,” she said.
With two daughters in high school, Singer-Love knows her niche. Her 3,000-square-foot industrial space lies between the city’s elite private schools, Cushman and Miami Country Day. She also wanted to escape the dual drudgery of parking in South Beach and driving the lengthy distance to Aventura Mall in north Miami.
“Moms love the convenience of where we are, whether they need a gift, homecoming dress or special item for school — you know how kids always tell you the day before they need something,” said Singer-Love.
Mirroring their parents’ hectic social schedules, Singer-Love’s teenage clients attend school dances, fashionable bar mitzvahs and top-notch sweet-16 parties. She said these affairs, often hosted at trendy nightclubs like Mynt, have become less formal.
“They don’t want the old taffeta dress anymore,” said Singer-Love, who carries dresses by Rebecca Taylor, Nanette Lepore and Black Halo.
Still, she estimates denim generates half of sales, while T-shirts bring in another 25 percent. Skinny jeans in black or dark blue washes by Paige and J Brand ($175) top fall trends, along with layered looks, dresses and shorts. Even tweens, who shunned Singer-Love’s initial orders of children’s lines like Monkey Wear for the same brands their moms and older sisters bought, fit into jeans sized 23 to 24 and extra-small Splendid and Ella Moss T-shirts and jersey tops.
The shop’s dresses can be worn alone or with leggings and wide belts. Bestsellers are T-Bag’s long- or mini-length print styles, Tart’s jersey tunics and Pink Polkadot’s baby dolls in vintage-inspired prints ($175).
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“I found Pink Polkadot in Los Angeles, where I go to discover new lines. I only shop New York for basics,” said Singer-Love, who brings along a 20-year-old staff member on buying trips for a teen-friendly opinion.
Also like their mothers, teen shoppers prefer designer shoes and handbags, so she keeps accessories to a minimum. There are long chain necklaces in silver or gold with natural or red horn pendants ($150) and layered bangle bracelets in gold or silver by Good Charma ($195 to $295). Singer-Love sublets 500 square feet to Heel, a shoe boutique that sells Cole Haan, Sergio Zelcer and Kors by Michael Kors. She said teen customers pair Kors flat suede boots with Johnson shorts and a rock ‘n’ roll T-shirt.
“They’re very influenced by the Los Angeles look they see in celebrity weeklies,” said Singer-Love.