Belmar Consignment Shop Offers Girls a Prom Alternative

Shopping for clothing can be stressful for some women, so imagine the “sticker shock” Jackie Harris faced when she went to buy children’s clothing after 20 years.

“I was stunned that a lot of the kid’s clothes cost more than what I buy for myself,” she said.

The mother of a 2 ½-year-old, Kenny Jr., and 22-year-old, Jordan, sprang into action and opened EverAfter Children’s Consignment at 1202 Main St. in Belmar.  The 600-square-foot boutique, which opened in mid-April, features children’s clothing, toys, car seats and strollers, with 70 percent of the items clothing and 30 percent accessories.

“I have thousands of items ranging from preemie up to junior girls,” said the Eatontown resident.

“I was talking to other parents, and realized how expensive everything is – even baby gear like strollers and car seats,” she said, explaining how she offers car seats from $25-$30, compared to the $100 seats she researched.

The building is owned by her aunt, silent partner and landlord, Linda Watkins of Middletown.

“We decided to do children’s consignment because of what with the economy with what it is and children’s clothing being so expensive; I can offer people good-quality children’s clothing,” Harris said.

Naming the boutique was easy. 

“I tried to think of a fantasy name, like in fairy tales, and thought ‘Happily Ever After,’ and decided on EverAfter,” she explained.

Don’t let the name ‘Children’s Consignment’ fool you. Harris initially began with children’s clothing and accessories, saw a need for prom attire, and focused her spring season on prom.

“I was doing an Internet search for proms, and looking up articles for local places that have prom dresses.  I saw on article on Patch that involved events at Monmouth University where discount dresses were offered,” she said.

“Girls can come down here and find something at a decent, reasonable price and feel good about themselves. I’ve been trying to buy some dresses in lots at discounted prices, and I have people bringing in dresses as well,” she added, noting some people are donating, and some consigning.

At present, EverAfter has mostly prom shoes by brands such as Kenneth Cole and Anne Klein, and purses, and a small amount of dresses, but Harris has several people lined up to consign dresses.  She also buys online from boutiques or stores that are going out of business.

“Parents can’t afford to spend $200-$400 in this economy for a dress their child is going to wear once," she said. "The girls don’t have to worry about not going to the prom because they can’t afford a dress."

Anxious to alert local teens, Harris has been putting word out on Facebook, and her website, which is under construction. 

“A lot of times, these girls will work, and their parents will make them pay for prom-related expenses,” she noted.  “A lot of kids rent a limo or bus, so they don’t want to go out and spend another $200-$400 on a dress.”

Her dresses are by well-known names, and she carries purses by designer labels such as Tommy Hilfiger that she ordered online in lots, combined with purses brought in by people to consign.

“I want girls to come in here and know they only spent $30, not $300, and they got what they wanted, and a lot of times they might look better than the Her clientele is mainly mothers in their 30s-40s, and the occasional father buying items for their children. girl who spent $300,” she said.

She ballparks her merchandise is comparable to other consignment shops, but compared to retail stores, her prices are one-third and possible one-half less in price.

Prom-wear notwithstanding, Harris also has designer jeans for teens that retail for $80, available for $10-$12.  She noted her stock doesn’t just interest teens, and “I get a lot of tiny women that come in and buy junior sizes.”

Her seasonal stock includes not only prom, but Easter gift items; however, the bulk of her store consists of children’s attire – seven double racks of clothes ‑ accessories, baby gift items and bedding, a huge book collection, toys and videos.  Brand names offered for both male and female teens include Mudd, Tommy Hilfiger, Gap, Levi’s, Old Navy, and Baby Phat. Harris estimates 10 percent of her stock is brand new.

She has also added dancewear. 

“I had someone call me the other day and said she’s bringing in all sorts of dance clothing,” she stated.

While most of her items are via consignment, Harris has had several people just drop off clothing as a donation, claiming ‘You’re a new business; I’d like to help you out, I’ll just donate.’”

If  people don’t want to consign, Harris will buy the clothing outright; she also adds to her inventory by purchasing online in lots or from stores going out of business.

The consignment is a 40/60 split, and consignment time is per-season.  The shop owner noted a lot of consignment shops just take “seasonal,” yet EverAfter will accept anything, as Harris has plenty of storage space.

“I’m taking everything, as I have a lot of people who tell me ‘Oh, I’m cleaning out my closet,’ so I take it and put it in storage until the season comes up, such as Christmas,” she said.

She posts new, seasonal items, a few items ranging from purses to car seats, and “anything I think is really cool and I think people will like” on Facebook, and will also do the same with her website.

She does mark-downs of 25 percent after 30 days, and up to 50 percent for end-of-season clearance merchandise.  If, after 30 more days something doesn’t sell, the customer may either pick it up or donate. 

“I have ‘Donate’ bins things go into, and I’ll be donating that to Madonna House in Neptune,” said Harris.

She settled on the Belmar location because “I think it’s a perfect community that needs a place like this ­ people want their kids to look nice and have nice clothes,” opined Harris.

She is excited about her new venture, saying, “I enjoy being able to help the community, and be a positive force in the community, and providing a service to the community.”

EverAfter Children’s Consignment is open Monday-Saturday from 10 a.m.-6 p.m., and closed Sunday.  The phone number is 732-280-1029, and they can be found on Facebook.  Its website is presently under construction.