A student could easily go through four years at Choate without really getting to know Wallingford and the impressive small businesses that lie within it. This would be an opportunity missed, as Wallingford, though not the largest of towns, has a vibrant assortment of restaurants, shops, and other establishments. One such place is The Dressing Room, on Main Street, in a location easily accessible to Choate students.
The Dressing Room is located at the corner of Main and Center Streets, just under a mile away from Choate.
The Dressing Room is a fashionista’s dream: Beautiful ball gowns and dresses line the prominent window displays. The boutique is currently owned by Ms. Chris Rinere, the mother of Choate alumna Ashley Rinere ’10 and the third owner of the business. The store has been open for twenty-five years. Ms. Rinere bought the boutique almost ten years ago with the intention of selling her own athletic wear pieces. She did not heed the warnings of those around her and purchased the boutique despite the less than ideal 2009 economy.
“I wasn’t looking to buy a whole business,” Ms. Rinere said, “but they were selling it as a women’s boutique, so I bought it with the thought that I would convert it to my line.” Initially, Ms. Rinere did sell her line, but the The Dressing Room “took on a life of its own” as her daughter’s peers and teachers heard about the store and became frequent customers. The store has grown since then, as it is now twice the original size and carries a range of globally known designers. Ms. Rinere said, “It’s really like great New York shopping in Wallingford.”
Ms. Rinere’s determination and courage has brought her tremendous success with The Dressing Room. Many people were skeptical of her prospects as a business owner in a small town like Wallingford. “I did the exact opposite of what people said,” Ms. Rinere recalled with a chuckle. With a degree in finance and a deep-rooted love of fashion, Ms. Rinere merged her talents to put the boutique on the map, advertising the store on social media and participating in fashion shows or other community events. The store focuses on personal connection and helping customers explore their relationship with fashion. “Styling people, that’s what we really do,” said Ms. Rinere, continuing, “It’s quality, it fits well, and people keep coming back.”
The store has had a notable influence on Wallingford, Ms. Rinere saying, “We have changed the fashion game around here.” People from all over the state come to shop at The Dressing Room, and Choate’s clientele brought an international presence. “People would walk in here that live in Hong Kong, live in Manhattan, live in California, and be like, ‘Wow, I can’t believe this store is here,’ and they loved it,” Ms. Rinere explained.
The boutique owner described Connecticut fashion as typically two years behind, so trends have often not been successful in Wallingford at the same time they are successful in bigger cities. The store carries world-renowned designers and clothing from the West, such as Cult of Individuality Jeans, Suburban Riot, and Bed Stu Boots, which are only sold in one other brick and mortar store in America.
The Dressing Room has done a seamless job of weaving together an on-trend, chic store with the New England charm of personal connection and community. “You kind of go on a journey with people through their life,” Rinere explained, “I’ve been through breast cancer with customers, death with customers. It’s always something in people’s lives that you are dressing them for.”
Not long ago,a customer entered the Dressing Room in need of some joy, having just come from signing her divorce papers. Ms. Rinere showed her a Nicole Miller Skirt. “She put it on and it just changed how she felt about herself and about that day.”
