Local Gem is RetailMeNot’s new editorial series celebrating standout indie shops across the United States. Discover hidden treasures near you, travel to one, or shop their one-of-a-kind finds online.
Dyker Heights is not the busy, bustling neighborhood that most people imagine when they think of New York City or even Brooklyn at large. Though it provides easy access to Manhattan and neighboring business districts like Bay Ridge, the predominantly residential area offers a more suburban vibe, and is perhaps best-known for its “tourist season” — when visitors descend on the usually quiet streets to view the beloved Dyker Heights Christmas Lights.
What brings the residents of Dyker Heights together, however, is the artery that bisects the neighborhood — a long stretch of avenue filled with shops, restaurants and other businesses that serve as a lifeblood for residents. And along this “main drag” of 13th Avenue, there’s a much-needed oasis for fashionistas of all ages: Blue Eyed Boutique.
Blue Eyed Boutique is located at 7822 13th Avenue, Brooklyn, New York, 11228
”It’s often that customers come in and say, ‘There is nowhere to shop anymore,’” says owner and founder Gabriella DeLuca. “We have lost a combination of small mom-and-pop establishments and larger stores where people could once run to find something to wear.”
Dyker Heights was craving a space where shoppers could see and feel clothes, and actually try them on before buying — something very much lost with the rise in popularity of digital shopping. So in that absence, Gabriella opened Blue Eyed Boutique with the hope that it would become a go-to destination for the neighborhood to shop for fashionable clothing and accessories.
But Gabriella’s dream of owning her boutique nearly came crashing down for good, quite literally, before it could even come to fruition.
The Story Behind Blue Eyed Boutique
Gabriella has always loved shopping in boutiques; the feeling of getting to know the owners and employees, and having a place to shop in her own neighborhood was incomparable. As far back as she can remember, she’s wanted to open a boutique of her own to share those experiences with others.
So, in February of 2020, she attended the COTERIE trade show at the Jacob Javits Convention Center — shortly before the COVID-19 pandemic shut down New York City. She had planned to just do some research and see what was trending in the fashion world, but ultimately made a few wholesale purchases with the intent to start small on Instagram. Within a few months, she began receiving inventory and kicked off her brand @shop_blueeyed.
But the pandemic brought unique opportunities — and challenges — that led Blue Eyed Boutique on the winding path to where it is today.
“The pandemic presented me with an opportunity to go back to work as a publicist in the healthcare sector, so I then found myself working full-time while trying to navigate running a new business,” DeLuca says of the early days of launching her brand.
At first, she operated the boutique out of her apartment and her parents’ house, but eventually opened a showroom where she could invite customers and grow the brand. By late 2023, however, she was burned out from trying to balance her PR career with her true passion. She knew she needed to make a choice, but what she didn’t know was that she was about to receive a big push, one way or the other.
“After shooting a new collection in the city all day, I went back to the showroom to find the ceiling on the floor,” DeLuca recalls of the pivotal turning point in Blue Eyed Boutique’s evolution. “There was a flood on the floor above me that left me in a mess, and I took that as a sign to go in the direction of closing the boutique.”
Understandably, Blue Eyed Boutique could have ended right there, but there was one more surprise around the corner. Shortly after the messy collapse, a boutique on 13th Avenue announced that they were closing. Countless family and friends reached out to Gabriella to encourage her to take over the space and she ultimately decided it was the right step to take.
Blue Eyed Boutique officially opened its doors on Black Friday of 2023.
“I realized that sometimes things happen — not to discourage you, but to help push you out of your comfort zone,” DeLuca says. “The ceiling above me had to come crashing down to help push me to put myself under a new one!”
Gabriella modeling the Cabana Girl Woven Striped Top and Pants from Blue Eyed Boutique.
What You’ll Find Inside
Gabriella wanted to create a relaxed, yet inspiring environment for customers, and that’s evident when you step inside Blue Eyed Boutique. This spring, neat racks of beautiful clothing in soft colors line the edges of the intimate—but not at all cramped space. At the right time of day, the sun streams in from the front windows, lending even more brightness to the airy, boho vibe inside.
The carefully curated selection of tops, bottoms, dresses, jumpsuits and jackets reflects Gabriella’s impeccable personal style as well as current trends — all while offering customers stylish finds to fit their every mood and occasion.
“Some days I wake up and want to be edgy, other days I want to be boho, and sometimes I choose a very classy look — so I wanted to be sure to offer our customers pieces that help them create any style they want to express themselves,” DeLuca says. “The inventory we bring in is very versatile, and I’d like to think that’s what sets us apart from other boutiques.”
Gabriella emphasizes that there’s a little something for everyone at Blue Eyed Boutique — from the students at St. Bernadette (the K-8 Catholic school just a few blocks down the avenue) to very loyal customers who are 94 years old!
There are great finds for warm weather days ahead, especially if you’re loving “The White Lotus”-worthy resortwear — like this Boho Chic V-Neck Dress for $68, the Sundays in Naples Crochet Kimono for $28, these Classic Floral Linen Pants for $68 or this pretty Lavender Bloom Embroidered Short Set for $72.
Dressier items — like the Garden Party Long Sleeve Dress for $110 and the Blush Fields Romper for $98 — are also hitting Blue Eyed Boutique’s shelves just in time for the upcoming party season. They’re the perfect looks for graduations, communions, bridal showers, weddings and every other summer fête on your calendar.
“These are big moments in people’s lives, and I love that I get to dress them for these special occasions,” Gabriella says with well-deserved pride. “I went to a party yesterday and someone walked in [wearing] a complete outfit — down to the bag — from Blue Eyed and I can honestly say, there is no better feeling!”
Gabriella’s biggest hope is that customers are empowered to create a wardrobe with the pieces they find at Blue Eyed Boutique. She wants them to be able to reach for items again and again, and to be inspired to create new looks with the same pieces — a fashion mindset anchored in sustainability and value, rather than the one-and-done “fast fashion” that’s taken over the industry.
As far as classic items go, Gabriella says customers rave about the denim offering, like these Hidden Ryan Medium Light Bootcut Jeans for $115.
There’s also the “second skin” line, a collection of basics that come in tank tops, short-sleeved and long-sleeved shirts. Whenever a customer buys one, like this Second Skin Ribbed Tank Top for $28, Gabriella can almost guarantee that they’ll be back to get more in other colors or styles.
Customers also love the more unique items that help them stand out and have fun with their style, like this versatile Studded Contrast Charcoal Shacket for $98. It can easily be dressed up or down to add a little edginess to any outfit.
The boutique carries a selection of accessories too — including bags, hats, sunglasses and jewelry. This Neutral Rainbow Straw Braid Clutch adds the perfect pop of summer color for $40.
You can also ward off bad vibes with the classic, gold-filled Italian horn necklace for $65 — an instantly recognizable symbol for many locals in the historically Italian-American enclave that Blue Eyed Boutique calls home. Plus, there are bracelets, pendants and rings with the protective “evil eye” reminiscent of the boutique’s name — like this pretty Azure Evil Eye Necklace for $45.
A Peek Into Blue Eyed Boutique’s Community
Prior to opening Blue Eyed Boutique’s storefront in Dyker Heights, Gabriella mainly did pop-up events around Brooklyn and Staten Island. She has always loved meeting her customers in person and helping them put outfits together — so it’s no surprise that she still has that love for the community now that her shop has a steady home.
“I love a good party,” DeLuca says, “and with my background in event marketing, events felt like a must once I had the space of my own.”
Blue Eyed Boutique hosts quarterly events, like Galentine’s Day in February, a bridal event in the spring and more around the winter holidays. Reflecting on the boutique’s Galentine’s Day Grand Opening Party in February 2024, Gabriella says she was blown away by the response from the community.
“The store was packed with both new and familiar faces, and the store was pretty much bare by the end of the day,” she says. “It was confirmation that I had made the right decision to open the store.”
Right now, she’s excitedly planning for the summer kick-off party. Not only do these fun events bring the community together, but they also offer an opportunity for Gabriella to pay it forward and lift up other local businesses too.
“I really love the idea of supporting other small businesses through our events, especially other woman-owned small businesses,” she says. “We aim to host two or three vendors that fit our theme for each event to help promote their businesses and curate the perfect shopping experience for our customers.”
If you’re planning a trip to check out Blue Eyed Boutique for yourself, it’s a straight walk up from the 79th Street stop on the D train. Or, you can hop on the B64 bus which stops right across the street. While you’re in the neighborhood, make a day of it — fuel up with some caffeine right next door at Twist Coffee, grab some fresh Abe Sushi across the street or head down the avenue to the famous Krispy Pizza. And don’t forget to pick up some sweet treats to take home from Tasty Pastry Shoppe — a family-owned, old-school Italian bakery that’s been going strong since the 1980s. If you’re venturing off of 13th Avenue, you can also head over to Bay Ridge for more shopping and countless dining options that rival NYC’s best.
How to Shop Blue Eyed Boutique If You Don’t Live in Brooklyn
If you can’t make the trek to Dyker Heights, Blue Eyed Boutique is fully shoppable online at ShopBlueEyed.com. Even better, U.S. shoppers score free shipping every Monday and free shipping on online orders over $100 every other day of the week. (You can also opt for local delivery or free in-store pickup of online orders, if you’re nearby!)
Savings Tip: Online shoppers also get 20% off their first order after signing up for Blue Eyed Boutique’s newsletter and text messages — plus, notifications about exclusive discounts throughout the year. Blue Eyed Boutique also holds live sales on Instagram @shop_blueeyed.
Know someone who would love to shop Blue Eyed Boutique online? Gift cards are available in denominations from $10 all the way up to $250.
Blue Eyed Boutique Gift Card
We live in an age where it’s so easy to find cheap, “fast fashion” online — it’s practically thrown at us with every webpage click and social media swipe. But that’s why it’s become so much more important to seek out our local gems and support the small businesses, like Blue Eyed Boutique, in our own communities. Not only is it good for our closets (and our wallets) to buy quality clothing that will last us longer than one or two wears, it’s pivotal for our communities to thrive. (And you have to admit: being able to try on your clothes before you buy them is so much better than taking a chance on that $5 top you found on Shein!)
But even if you can’t make it to the store in person, knowing that you’re buying from a small business online, from someone who cares to curate the items and actually wants to know their customers by name, is far more valuable than anything the big corporations can offer.
Visit Blue Eyed Boutique in Brooklyn, shop online, and follow on Instagram and TikTok for all of the shop’s latest updates — and details on that upcoming summer kick-off party!
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The post Local Gem: Blue Eyed Boutique in Brooklyn, New York appeared first on The Real Deal by RetailMeNot.
