Economy Fells Women's Clothing Boutique

Liz Ayerle, the young and enterprising owner of the Wayne women's boutique  Fresh Ayer, says there is an up side to closing her business — everyone is telling her how much they love her store and how it will be missed.

The process of mourning — at least for the public — began Monday with an email from Ayerle, in which she writes, "We had hoped to be here this spring but due to an untenable retail environment, it has become necessary to close the business."

On Thursday Ayerle told Radnor Patch that the economy took its toll on her business, which featured unique "generously sized" garments and whimsical accessories for women.

(For those interested, every item in the store — including the Spanx and NYDJeans brands — is at least 40 percent off right now.)

The boutique opened in 2007 in one of Wayne's most visible retail spots — at the corner of Lancaster and Wayne avenues. After three years there Ayerle moved her store to Eagle Village Shops, which was reinventing itself to become a destination spot for women.

"It's tough when you move. Sometimes your customers lose sight of you," she said, adding that the Eagle Village Shops have been supportive of her.

"But I think everyone's watching their budget more... It's tough right now."

She said she could not support her large inventory and spacious retail space when many customers would only shop for sale items.

Now customers can take advantage of huge sales at Fresh Ayer, even as they mourn. On Thursday a stunned and saddened woman, just told the news, wandered around the store alternately picking out items and stopping to sigh, "I just can't believe it," she said.

A fan of Ayerle's, when she was told the store would be closing her eyes filled with tears and she hugged the young store owner.

Ayerle said after the store inventory is liquidated she will take a little break and refocus her efforts. She said she is considering both corporate and retail work, but either way she will definitely stay in the fashion world.

Hindsight is 20/20, she noted, and maybe she would not do everything the same way had she had another chance.

And, she said, "Maybe I will have the chance to do it again."

Keep in touch with Ayerle through her "How To" fashion blog, Elizabeth Hall Style.

You can also follow her on Facebook.