An easier fit for all budgets: Miranda’s clothing boutique opens in Northampton

  • A sitting area is adjacent to changing rooms at Miranda’s on Main, at 263 Main St. in Northampton. STAFF PHOTO/JERREY ROBERTS

  • Clothing and accessories rest on a table at Miranda’s on Main, at 263 Main St. in Northampton. STAFF PHOTO/JERREY ROBERTS

  • Displays at Miranda’s on Main. STAFF PHOTO/JERREY ROBERTS

  • Clothes for sale at Miranda’s on Main in Northampton. STAFF PHOTO/JERREY ROBERTS

  • Silvia Naumburger is the owner of Miranda’s on Main at 263 Main St. in Northampton. STAFF PHOTO/JERREY ROBERTS

  • Silvia Naumburger is the owner of Miranda’s on Main at 263 Main St. in Northampton. STAFF PHOTO/JERREY ROBERTS

  • Lisa Martineau Shaw, a stylist at Miranda’s on Main, at 263 Main St. in Northampton, works on a display. STAFF PHOTO/JERREY ROBERTS

  • Lisa Martineau Shaw, center, and Miranda’s on Main owner Silvia Naumburger wait on a customer. STAFF PHOTO/JERREY ROBERTS

  • Clothing and jewelry are displayed together at Miranda’s on Main, at 263 Main St. in Northampton. STAFF PHOTO/JERREY ROBERTS

  • Miranda’s on Main, 263 Main St. in Northampton. At top is Silvia Naumburger, the owner. At right is Lisa Martineau Shaw, a stylist at the store, working on a display. STAFF PHOTOS/JERREY ROBERTS

For the Gazette
Published: 3/7/2020 2:23:34 PM

Mannequins and new clothes racks have filled the Main Street storefront left vacant by women’s boutique Ode, signaling the launch of a new women’s clothing store whose owner runs two sister stores in New Hampshire catering to customers of all income levels.

Miranda’s on Main, which has locations in Keene and Peterborough, New Hampshire, opened at 263 Main St. late last month. The chain of stores is owned by Silvia Naumburger, who also owns the nearby consignment shop Urban Exchange at 233 Main St. in Northampton and in Keene.

Naumburger and Anja Washer, Miranda’s store manager, were all smiles on opening day as they welcomed shoppers and offered assistance. Northampton has several boutiques that cater to women’s fashion, but Washer, who has worked for Miranda’s for 20 years, believes the store will bring more diverse clothing options in both price and quality to Northampton.

“Different brands — well-known brands, not necessarily the higher end or lower,” she said, while gesturing around the store. “We have a lot of brands that other stores don’t carry here, and we’ve been carrying them for many years in Keene, so we know that they’re proven to work for women.”

Unlike Ode, whose stylish clothing and jewelry catered to a more affluent customer base, Miranda’s markets itself as a fashionable boutique for a wide array of budgets and styles. The shop carries brands including Eileen Fisher, TSYA, Part Two and LACAUSA, with pieces ranging from $70 shirts to $200 dresses.

Shortly before Miranda’s opened, two of its potential shoppers rummaged through racks of pants and sweaters at Urban Exchange, the consignment chain that offers thrifty shoppers more affordable used clothing options from designer brandssuch as Gucci and Free People.

Mars Champagne, 23, and Rowan Hamilton, 24, were excited by the prospect of an inexpensive retail store after seeing a sign in the window before Miranda’s opened.

“I’m interested to see what the shop (Miranda’s) will bring to downtown, if it will bring in a diverse clientele like the sign says,” she said.

Based on the models that recently went up in the shop window, both women thought Miranda’s seemed like a promising addition to the Northampton shopping scene.

“The shop that was in there before, I couldn’t even sneeze in there,” Champagne said with a laugh.

Hamilton agreed, noting that she used to look longingly at the clothes from the street. “Miranda’s seems more down to earth based on the mannequins,” Champagne said.

Miranda’s opened in Keene in 1973. Originally a vintage clothing shop, the store has hjad a series of different owners, but has maintained a presence in Keene’s downtown.

Naumburger, a former Ode customer, decided to expand the Miranda’s franchise to Northampton after hearing that Ode would be closing. Washer spoke excitedly about why Miranda’s was eager to join the downtown community. “We’re very excited to be here. I love Northampton, I think it’s a great place for music arts, a lot of things we in Keene don’t have.”

Washer mentioned the general excitement around Miranda’s as a good sign for the business, despite the closures of several other downtown businesses in recent months.

The excitement at a new retail store extends beyond Miranda’s staff of three.

“I think, talking to other people here like the Greek guy over here, he’s very excited about having another store open,” she said, pointing toward Filos Greek Taverna next door.

Konstantine Sierros, owner of the Greek restaurant, expressed support for his new neighbor.

“What a great addition to our block,” Sierros said. “With their experience from Keene, Miranda’s has a lot to offer.”

Down the street in Thornes Marketplace, Molly Rennie, sales representative for 25 Central and sister of owner Katie Rennie, wished Miranda’s well.

“Hopefully the new business encourages people to continue to shop local!” she said.

Rennie described the general camaraderie between the various women’s clothing stores in Northampton saying, “Each business is trying to cover different bases, and when a customer can’t find a clothing item we recommend them to another store, like Cathy Cross across the street, or Gazebo for lingerie, instead of having them go to big box stores.”

Now, in the early days of the shop’s opening, Naumburger hopes to provide Northampton shoppers clothing made following ethical practices.

“We’re focusing on what labels we carry,” she said. “Sustainable, made in the U.S., we’re trying — not everything we can achieve.”

Later, as the shop better establishes itself in the downtown scene, Naumburger hopes to organize events for the community.

On their first day open to the public, both Naumburger and Washer were hopeful. “People are very positive about us being here and the brands we carry,” Naumburger said.

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