Nineteen years and counting! Necessities for the Heart, owned by Georgette Keenan, has been a mainstay of Allentown’s vibrant business community since 1997 and nine years ago it expanded to downtown Bordentown. These unique boutiques are truly “girlfriend shops” that deliver the latest and greatest on-trend accessories and gifts. They carry chic favorites such as Brighton, Alex and Ani, and John Madeiros jewelry. “Offering clients over 50 different vendors, Necessities for the Heart is really 10 specialty stores all wrapped up into one,” says Georgette with pride.

“My business model remains dedicated to the shop locally movement and our highly individualized approach to clients pays off.” Having developed a keen eye for what her friends, neighbors and women about town wear and desire, Georgette was able to grow her company from a small store selling teas into a dynamic business catering to specific wants and desires. Offering both Brighton accessories as well as Vera Bradley in the same store was a revolution in merchandising at the time she expanded.

Speaking of her shift in focus to high fashion accessories, Georgette emphasizes “I never expected to grow to this extent, but I never expected to fail.” This confidence in success is something she teaches all her employees.

“We concentrate on targeted buying in order to create a long-term clientele who know they can always ask for that special something if they don’t see exactly what they want in the stores. A significant benefit of being a local business is the ability to get to know clients as individuals and offer highly personalized service.”

“It is not uncommon for a sale to end with hugs all around,” Georgette says with a smile. “I love seeing a young man come into the shop with his wife when I remember him coming in with his dad to buy a special gift for his mother.” This dedication to detail such as special ordering, attention to wish lists, and having a genuine passion to help with any gifting or fashion need is the hallmark of all the staff at both stores.

“It’s not entirely about the dollars and cents. Relationships are priceless,” she says.

Necessities for the Heart family has enhanced its brand with the addition of Dina Wolf, formerly with Charmed by Claire, as general manager. Her experience brings a new, fresh merchandising concept and vitality to the shops.

Necessities for the Heart is sponsoring two wonderful events not to be missed. On Thursday, February 11, from 4 to 8 p.m. the staff in Allentown is hosting Chocolate Decadence Night. Georgette brims with enthusiasm. “Enjoy sinfully sweet treats, drawings every half hour while you prepare your WISH LIST or splurge on a gift for yourself simply because you deserve it!” RSVP is requested by February 9 so be sure to call 609-208-1198 to reserve your spot for this delicious event.

“On Friday, February 12, the Chocolate Walk in Bordentown City promises to be the sweetest gig around,” Georgette adds. “While you indulge in chocolaty treats, be sure to view all the newest Valentine’s Day gifts we have carefully chosen with you in mind.” See Downtownbordentown.com for more details.

“Following my passion for merchandising has led me to being able to cater to my clients in a highly personalized way,” she says. “Each new customer is our next new friend. There is no greater basis for business longevity and prosperity.” Georgette and her entire staff embody this philosophy every day.

Necessities for the Heart, 28 South Main Street, Allentown. 609-208-1349. 204 Farnsworth Avenue, Bordentown. 609-298-0664. www.necessitiesfortheheart.com

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