Nicci's Boutique opens at Gosman's Dock in Montauk

Nicci’s Boutique, a women’s specialty shop with a beachy, boho vibe, is now part of the retail scene at Gosman’s Dock in Montauk.

Opened in May by entrepreneur and style enthusiast Nicci Roos, the store is a sister location of the retail brand she launched five years ago in her hometown of St. Thomas in the U.S. Virgin Islands. It operates in three locations there.

“The pandemic gave me time to think about dreams I’d wanted to pursue,” says Roos, 47, who graduated from the University of Miami with a degree in international finance and marketing. “I had been working in corporate roles. I’d never been in retail before.”

Her boutique features women’s apparel, blouses, dresses, beachwear, jewelry, home goods and gifts. “I have a customer who loves the store and is affiliated with Montauk who came in and asked if I'd be interested in opening up a store there,” Roos says. “They felt like it would complement the area.”

Roos hadn’t been to Montauk, but she was intrigued. “The more I looked at it and researched it, I fell in love with it,” she says. “It felt like the right move – from one island to another.”

The venture went from brainstorm to brick-and-mortar in about three months. An airy space with white walls, the shop is a reflection of Roos, who curates all the merchandise.

“Bright colors make me happy,” she says. “So do natural fabrics and textures and a coastal vibe. That’s what I want the shop to embody. The boutique gives me the opportunity to be creative.”

The store offers a mix of high, medium and low-priced items, with gift and clothing items ranging from $20 to around $200.

“I love it when customers’ eyes light up at what’s in the store, like it’s Christmas every day,” she says. “As a woman helping another woman feel the best they can in their own skin, it's so rewarding.”

“This is my baby, so I'll be there every day through October. Then I’ll transition back to the Virgin Islands," she adds.

Five years into building her brand, she’s learned invaluable life and business lessons. “There’s always challenges,” she says. “Figuring them out is part of the fun.”

Nicci’s Boutique, 484 W. Lake Dr., Montauk, 340-204-7572, @niccisboutiquevi