The adage of not mixing business with family is often followed by many, but for Ellen and Joan Shepp, the partnership they have built through their fashion store challenges this notion.
Founded in 1971 by Joan Shepp, the boutique has become a staple in the Philadelphia fashion community, known for its unique selection and vibrant atmosphere. After relocating to a few different locations over the years, the store excitedly announces its return to Rittenhouse Square, opening at 1905 Walnut Street this September.
Ellen Shepp, who joined the family business in 1984, initially did not envision herself stepping into her mother’s shoes. Yet, through their time together, Ellen has come to view the experience as a “blessing beyond belief.”
“I hit the jackpot. She is one of the most creative, fun, energetic women. I was literally raised by somebody who was so enthusiastic about everything they did,” Ellen reflected. “I watched the whole thing, and I saw it grow and blossom. I saw how people came like a magnet to the store, and how she built this community.”
As the team readies the new storefront, they face the challenge of revitalizing a space that has stood empty for a significant time. Ellen describes the location as curious, noting that it has changed hands over the years but has remained largely unused.
“It’s a shell, and they’ve made it beautiful,” Ellen commented on the renovations.
While the Shepps bid farewell to their long-standing home on Chestnut Street, they embrace the excitement of their new venture, which they believe will create new opportunities for growth.
Reflecting on their previous location, Ellen says it set high expectations for the future. “Our lease of 11 years was coming due this past June, and so a year ago, we started discussing the excitement of something new. But also, where would we ever move Joan Shepp to? It couldn’t be like a small spot on a side street,” she noted.
For Ellen and Joan, the store transcends a mere retail space; it is a sanctuary of confidence and community for all who walk in. Ellen has witnessed transformative moments as customers enter the boutique, sometimes feeling unsure of themselves and leaving with renewed joy and self-assurance.
“Everybody has this common thread of loving fashion and style or, if nothing else, just feeling good in your own skin, which means feeling good in your clothes,” she explained.
Joan Shepp has earned its reputation as more than just a store, having been featured in major fashion magazines, including Vogue and Harper’s Bazaar. The boutique has also garnered a dedicated following, with notable figures in the fashion world supporting the Shepp family.
Community involvement is integral to the ethos of Joan Shepp. The boutique frequently hosts events and donates a percentage of sales to various organizations, both Jewish and non-Jewish.
“Since my mother opened this store, we have had a lot of events. It’s a part of this community that we’ve built of everyone — of all different ages and backgrounds,” Ellen emphasized.
Although the store does not specialize in Judaica, the Shepps take pride in their Jewish identity and support from the Jewish community.
“There’s definitely a very clear support,” Ellen added. “For all different reasons, we’re a family. We really care about the Jewish community.”
Ellen also speaks to the dynamic of women supporting women within the business and the community at large.
“It’s a clear support of women and the Jewish community,” she stated, reflecting on the warm and inclusive atmosphere they maintain.
While Joan Shepp primarily focuses on women’s fashion, the evolving nature of gender lines in fashion has led them to offer a small selection of men’s goods. Ellen points out that the distinctions between traditionally masculine and feminine clothing are increasingly blurred.
“I have women who like to wear menswear, and I have men who like to wear women’s, whether it’s feminine or masculine,” she noted. “The divide isn’t very clear at all anymore.”
Despite the bittersweet farewell to their Chestnut Street location, Ellen sees their new space as serendipitous. A longtime customer and friend suggested the Walnut Street location, reminding Ellen that her mother had considered it years ago.
“I went and looked at it, and that was the end. I was like, ‘I want this, let’s make it happen,’” Ellen said enthusiastically, demonstrating the determination that fuels their family’s legacy in fashion.
The journey of Joan Shepp represents much more than a business; it encapsulates the story of a dedicated mother and daughter who have inspired and uplifted a community through their shared passion for fashion. As they prepare to embark on this new chapter, the Shepp family continues to honor their roots while looking towards an exciting future.
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