It’s not often that a woman can walk into a local shop and buy a complete outfit, but Joe and Denise Williams can offer just that in their newly-opened “Her Swagg” in Easton.

The store bills itself as providing "fresh and unique urban fashion,” carrying clothes in junior’s and women’s sizes, as well as club wear and gear, jewelry, accessories, and handbags, shoes, boots and more. 

“Club wear is most popular and it is our business base,” Denise Williams said.

The couple, who moved to Easton a year ago, decided to open their shop in Easton to be close to family, and because there wasn’t a women’s shop downtown that offered complete outfits, Denise Williams said.

 “We were originally going to open downtown, but the spaces and prices wouldn’t have been good,” she said. One of their goals for the business is to expand and then move downtown Easton, she said, and at some point adding menswear.

Her experience in retail prior to opening the business was at Freddy White’s Kninkinpoop’s, in Plainfield, N.J. During her seven years working with White, she learned the retail business, she said.

“He taught me everything I needed to know to run something like this,” she said. “He took me to fashion shows and introduced me to people,” she added.

That experience was helpful in finding the right fashion houses for most of their stock, which they purchase in New York City’s garment district as well as online.

Her Swagg is well appointed and includes a fun dressing room with zebra stripes and a colorful boa decorating a large antique mirror.

 Having the support of family and friends and members of the business community has been wonderful, Denise said. Troy Shuman, owner of the building, has helped give them direction, and Preston and Sue Hindmarch who own Framing by Request and Aardvark Graphics, have also given guidance.

 “We want to make sure they do well here, so we want to help them any way we can, Preston Hindmarch said. He sees the block as a business oasis between downtown and the West Ward. “We have Banana Tree, Porter’s Pub, Easton Honda, and Jacob’s Produce,” he said.

 The Williams work well together in their new venture, which launched Feb. 14.

 “I get to spend time with him, and I get to make just about all the decisions.” Denise Williams said. “He’s just great... and he buys me lunch every day,” she joked.

 Her Swagg is at 709 Wood Ave., Easton. Hours: 12-7 p.m. Mon.-Sat. Closed Sun. Phone: 610-438-0001. Look for news of their Grand Opening in April.