EDGAR arrives in Edgartown

Here at the Kelly House we cannot believe that it is already nearing the end of August on the island! The good news is that that Edgartown show no signs of slowing down! A few short weeks ago, the town welcomed our newest retail boutique EDGAR, located on Kelley Street in the heart of Edgartown. We recently caught up with Brooke Lera of EDGAR.

EDGAR is not just your new favorite place to score comfy-chic clothing, it also happens to be your new favorite hangout, complete with a giant inflatable gold swan outside.


What sets this store apart from others, says Brooke Lera, is the relationship with the customer. “The focus of EDGAR is not simply on the sale, it is on developing the relationship with the customer. We want people to feel comfortable coming in, and hanging out with us.”


Walking around the store, flooded with natural light clean racks of highly curated clothes, one almost feels like they are shopping in their own closet. The EDGAR looks are on-trend (the store is being constantly turned over, with new merchandise arriving daily), but are also appealing to a variety of tastes and budgets. All the pieces are fresh and wearable, and could be taken easily from the sand of South Beach to drinks Port Hunter or dinner reservations at Alchemy.



“We want to start a conversation with the customer. Shopping should be fun! There is never any pressure to buy here, we want people to grab a drink and feel like they can stop by and chat,” says.


Speaking of drinks, EDGAR is conveniently located right next to the Wave Bar, and a side door means customers can mingle, drink in hand, with friends and peruse the racks. What could be better?


On the response from the community, Brooke reports, has all been good. “We have had a great response from fellow retailers and stores in the area. It’s a very welcoming, very supportive community.”

EDGAR feels fun and fresh and is a welcome addition to the Edgartown shopping scene! Visit the store, open daily from 10am to 8pm at 6 Kelley Street here in town!


Stop by EDGAR today and be sure to say hello to Brooke when you do!

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