SHOP Celebrates 5 Years in Shorewood

Liz Sumner's dream while in business school at the University of Chicago was to become a small business owner.

The Shorewood native followed her passion for fashion and settled on a boutique for women in the village named SHOP, with her mother Mary LeBlanc. Five years later, the two are celebrating their success. 

The mother-daughter team gave themselves a little under a year to accomplish their goal of opening a clothing store. In October 2007, they achieved their goal and are proud of their store.

“Owning a store provides a great sense of pride and accomplishment,” LeBlanc said. “Liz and I work very hard.”

“It was the right idea at the right time; we both thought it was a good time to do something together,” Sumner said.

Sumner and LeBlanc called the process a learning experience. The two went on numerous shopping trips, attended trade shows and searched for the perfect location, all to determine what the perfect look for SHOP would be. The duo settled on the Shorewood location after visiting several locations in Milwaukee. 

“The fact that I grew up here and that my parents have lived here for a long time made it comfortable,” Sumner said. 

The owners of SHOP try to make their boutique a success by seeking out smaller brands of quality clothing not carried in other stores in the Milwaukee area. They also hope to create a connection with the customer who shops at SHOP.

“We try to provide a great customer experience,” LeBlanc said. “For example, we record our customer’s purchases so we can answer questions about sizes and brands they have bought in the past.”

Sumner and LeBlanc both agreed that part of their stores success is because of their relationship.

“I love working with my daughter,” LeBlanc said. “We each have our own areas of responsibility, and we trust each others judgment so we don’t second guess each others decisions.”

Jennifer Andersen visits SHOP a couple times a month and describes the boutique as chic and inviting.

“I think they have stuck a terrific balance between having a great selection and also making shopping there manageable and fun,” Andersen said. 

SHOP specializes in women’s clothing and accessories. Sumner’s personal style, which can be, described as classic, influences the items they carry in store. 

“I see us continuing to grow,” LeBlanc said. “We have great customers and word of mouth.”

SHOP is located at 1918 E. Capitol Dr. The store is open Monday to Friday 11 a.m. to 7 p.m., Saturday 10 a.m. to 6 p.m., and Sunday 11 a.m. to 4 p.m.