By 5TJT Staff

One owner was a graphic designer at Merrill Lynch; the other was an assistant principal at a middle school. What motivated two women with such decidedly different backgrounds to pool their talents and open a lingerie store?

“We always wanted to own this kind of a store. We never had any positive experiences when shopping for intimate apparel; we found saleswomen were pushy and uneducated about their products. We dreamed of providing a service where girls and women could shop with dignity and assurance. We guess you could say that opening this store was our own version of a midlife crisis!” Best friends since nursery, Devorah Iskowitz-Wachsler and Mala Feldstein-Goldberg have revolutionized the way women shop for intimate apparel. Their upscale and charming boutique is warm and inviting. The merchandise is tastefully displayed and they offer a wonderful selection of bras, lingerie, shapewear, sleepwear, hostess gowns, and accessories in all tastes and price ranges. Their elegant packaging is seen all over the Avenue on the arms of the most discerning shoppers. They also offer private appointments and a back entrance for those who prefer the additional privacy.

“We offer a unique and personal shopping experience. People come to us from all over Queens, New Jersey, Connecticut, Boston, and even L.A. because of the reputation we have earned. Many customers will come to us from Brooklyn, despite the many options they have nearby. They have each told us that the experience in our store is just ‘different, more personal.’ Many people order over the phone or through Facebook. We work hard to connect with our customers.

“We do not want to sell you what you do not need to buy. We never want a customer to feel pressured to buy something. Shopping at Secret Me is meant to be an experience, not just entering a store and exiting with a plastic bag. Our collections and customer service are the trademarks on which we pride ourselves and our business. We strive to meet the needs of our many customers. We have wonderful relationships with many kallah teachers and therapists who work with young brides and married women. We work together with the professionals to ensure that we carry the items they are recommending for their clients.

“And while there is a lot of work behind the scenes, privacy and confidentiality are always respected and maintained. You cannot compare buying off the rack to custom fit. Before we opened our business, women were forced to shop in large department stores or stores outside the community, where they were just a number. When you shop at Secret Me, you are still a number, but that number is one. You are going to purchase items that are fitted exclusively for you. We also offer alterations on all items and we will match any competitor’s prices.”

It is not so simple to own and operate a lingerie shop in the Five Towns. They are not permitted to display any intimate apparel in their windows, and the more mature pieces need to be merchandised in a manner so that young girls who shop in the store are not uncomfortable or intimidated. There is no “typical customer” at Secret Me. Each girl and woman has her own individual taste and preferences and the personal shoppers and assistants work with you to identify the items you need. Their client base runs the spectrum, and their selection of merchandise reflects the diversity of their demographic. There is truly something for everyone in this beautiful secret haven in the midst of the Five Towns. Find out what your secret is . . . v


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