Fun And Fashion In The Dressing Room

By Nancy K. Crevier

In the 3½ years since Jennifer Keddy and her family moved Newtown, she realized that there was something sorely lacking in the town’s shopping arena: a shop that specialized in women’s undergarments, sleepwear, and fashion accessories.

“I came from Paramus, N.J., the mall capitol of the world, and it is inconvenient to shop around here for specialty wear. Where do women go for a fitting or even a young girl for her first fitting?” asked Ms Keddy.

Having been in the retail business for more than 18 years, working in stores both large and small, she felt that she could put her expertise to work in bridging the shopping gap in town. The grand opening for her shop, In The Dressing Room, took place September 22, following a soft launch on September 15.

“It is the ultimate woman’s dressing room, full of beautiful items; everything a woman needs to get started on the day — the staple pieces,” explained Ms Keddy of the concept for the store’s name.

“I worked in a Westwood, N.J., store for eight years that was an undergarment store. There was a lot of one-on-one customer familiarity and I knew I loved that,” said Ms Keddy. She had taken time off from the retail world to spend time with her two daughters, Amanda and Kayla, when she and her husband, Phil, decided to relocate to Newtown, a more central location for his job as a sales representative that finds him in New York City and Massachusetts.

“I did some interior design for awhile,” said Ms Keddy, “but I missed the retail excitement and the customer contact. Everything I’ve learned from place to place, I’ve taken with me and tried to incorporate into In The Dressing Room.”

The small shop is chock full of garments that Ms Keddy believes will appeal to a broad range of budgets and tastes.

“I have a lot of merchandise that moms could buy and that daughters would like, too. I wanted different price point levels, too, so I carry a lines of undergarments from the higher end Le Mystere, whose bra sells for about $75, to the Affinity bra that sell for just $20. And I have everything in between. The brands I have brought in are not your standard department store brands, though,” she said.

Behind the creamy ivory-colored satin dressing room curtains, customers will have the opportunity to try on any number of undergarments with personal assistance from Ms Keddy and her staff to ensure the best fit and style for each individual. Women do not need to make an appointment for a fitting.

“The store offers consistency and customer service. That’s what we’re all about,” Ms Keddy said, adding that eventually In The Dressing Room will have a customer registry in the store to track a customer’s sizes, purchases, and “wish list.” A registry will make it easier for future purchases, Ms Keddy said, and also be a convenience for gift buyers who might not know the exact size or taste of the recipient. She is also able to special order pieces from the lines carried, for hard-to-fit sizes.

Along with the basic foundations, shoppers at In The Dressing Room can find the perfect gift for the expectant or new mother, outfit the bride-to-be, accessorize an outfit with customized belts, flip-flops, and precious stone jewelry, or flirt with fantasy. Fun to wear underwear is a big part of the lingerie offerings, and the reason that Ms Keddy feels the store will appeal to a night out for women and their friends.

“Starting in January, I’ll be offering after-hours parties for ‘girls’ night out.’ Women can come in and shop and browse with their friends,” said Ms Keddy. A section of the shop is devoted to the more romantic nature of undergarments, with silk and satin bustiers and corsets swaying on padded hangers, baby doll pajamas peeking out from the racks, scanty panties discretely folded on the shelves, and even some very special Halloween costumes. It is the corner of the shop that brings out plenty of giggles from her customers, said Ms Keddy, and from the positive response she has received, women in Newtown are pleased to find a place to make some fun purchases.

Scented drawer liners, the Me Bath collection of bath products, Woodwick candles, cosmetic cases, velvet clutches, soft shoulder shawls, classy reading glasses, a wide variety of hosiery, and cozy slippers are other offerings In The Dressing Room provides to make life more pleasant in small ways.

For shoppers who cannot make a decision or do not have the time to browse, Ms Keddy will put together themed gift baskets to fit the occasion. New mother baskets with a matching chemise and baby’s onesie, romance baskets that include a little something sexy and even a copy of the book 1001 Ways To Be Romantic by Gregory J.P. Godek and a rich, dark chocolate candy bar, or a basketful of luxurious bath products and aromatherapy beads are just a few of the options The Dressing Room offers.

“I’m loving the response I’m getting,” said Ms Keddy. “Newtown needed something like this that brings smiles to people’s faces.”

In The Dressing Room, 85 South Main Street, is open Monday through Saturday from 10 am to 6 pm. For more information, call 270-0400 during store hours.