Per Lei Boutique Opens in Avalon

Avalon's retail transformation continues as another mainland mainstay opens a satellite down the Shore

Last August, lifelong Shore-goer Candice Caprice jumped at the chance to open a pop-up-shop version of her Media boutique, Per Lei, in an empty storefront on Dune Drive in Avalon. It was a spur-of-the-moment kind of thing, so she didn’t tweak her inventory toward the super-beachy or sell anything different from what she usually does—and she made a killing. This summer, Per Lei’s wares are back in that empty storefront. Only now, the pop-up is permanent. For her second shop, Caprice has made a deliberate effort to replicate both the look and feel of her Media store, as well as the kind of merchandise she’s always offered her clientele. There will be some easy-wearing casual clothing to reflect the leisure of the beach—but nary a stitch of seersucker, straw hat or pineapple-adorned anything. Instead, you’ll be able to pick up a sophisticated Robert Rodriguez cocktail dress for the yacht club, a DVF caftan for next weekend’s pool party, a fun Tibi frock for your friend’s Fourth of July deck barbecue, and heaps of Alexis Bittar jewelry—all of which Avalon ladies proved insatiable for last summer. “We had a few customers who found us last year and would drive up to Media during the off-season to shop with us,” says Caprice. “So this year, we’re coming to them.”

Per Lei Boutique, 2521 Dune Drive, Avalon, 609-368-2929.