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New Canaan Boutique Brings Affordable Bling to Main Street

NEW CANAAN, Conn.—Sheila Grow has style in spades, and she bringing her brand of je ne sais quoi to New Canaan. Her new accessories boutique, She La La, is a treasure trove of baubles and bangles and things that make you go “ooh la la.” Grow has created a vibrant storefront with a playful spirit that's reflected in her affable manner.

"My favorite compliment is that the store has great energy," says Grow. "That's exactly what I wanted. When you're shopping for jewelry, there's nothing to be grumpy about," she laughs. "It's not like shopping for swimsuits."

As for what you'll find inside She La La, you might be surprised.

“About 95 percent of our pieces are handmade in the U.S.,” explains Grow. “There has been such an amazing rebirth of small business in America. We worked long and hard to find jewelers who were manufacturing here. I like supporting local businesses. It’s better for all of us.” In the world of costume jewelry, which is dominated by products made in China and other foreign countries, local constitutes the continental U.S.

Even with her commitment to supporting American jewelers and designers, Grow has managed to keep her price points affordable. “We have items starting at $20,” she says, “and going up to around $300. We have very few pieces over $300. And most of the designers I carry you won’t find elsewhere in the area.”

Grow is also at work creating She La La: Gift in the space adjacent to her accessories bar, with the same focus on bringing unique, affordable items made domestically.

“I have always liked the idea of people being able to run into my shop and being able to find something fabulous for less than $50," she says. "We will stock plenty of hostess gifts, fine baby items, customized personalization items, things you won’t be able to find anywhere else.” Grow hopes to unveil She La La: Gift by Labor Day.

As for how this former real estate maven ended up an entrepreneurial boutique owner, she chalks it up to tradition.

“I come from a very entrepreneurial family,” she laughs. “I think I’ve just always had it in my blood. My mom owned a New Canaan toy store for years, and it was always just kind of a fun hub for us as a family.” And, as a graduate of St. Luke’s preparatory school, New Canaan was a very comfortable fit for this Wilton native.

“I have so genuinely enjoyed being here and meeting everyone,” says Grow of her New Canaan storefront. “And we have gotten the most amazing reception. I absolutely love coming to work. Women have been coming in and asking for help styling their outfits and pairing them with accessories. It’s like playing dress up everyday. And I love that I can give them the whole package here. Above all, the store is about the experience.”

She La La is at 120 Main St. in New Canaan, adjacent to Blue Mercury.

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