Wauwatosa Clothing Shop Makes Style Personal

WAUWATOSA, WI—A new retail business aimed at providing personal service in Wauwatosa has become a family affair for its owner.

Erin Juzenas created the fashion brand Shop Privy in 2018 and sold clothing and accessories online and at private parties. Now, she has opened her first retail store at 7605 Harwood Ave in Wauwatosa.

Juzenas hired her stepdaughter, Hannah Juzenas, 15, to work at her store in the teen's first job.

"She [Hannah] is so excited," Juzenas said.

Juzenas and her husband, Peter, also have a son Walter, 4, and they are expecting a second daughter in a month.

Before Walter was born, the Wauwatosa resident worked for Kohl's Department Store as a buyer for 10 years. Juzenas stayed at home with the new baby for a few months and launched Shop Privy during that time.

The main driver for creating her own business was to have time with her family. Juzenas said she wanted flexibility and didn't want to be stuck in an office all day. "I wanted to be home with my kids and enjoy this time while they are young," she said.

For the first year, Juzenas did in-person parties to sell merchandise. She found her niche in Wauwatosa and was successful.

It didn't take long for her to expand the business and open it up to other women. "I thought if I was having this much fun, other women might as well," she said.

Shop Privy now includes a team of eight stylists. Each stylist has their own unique apparel and offerings.

Before the pandemic, the group would hold in-person shopping parties or open-houses. "It was always home-based. Last year I had to pivot because of COVID-19. No one could go into people's houses, obviously," she said.

The team started doing more outdoor vendor events and social media and online shopping. "The next step for me was to open a physical location," Juzenas said.

Finding Your Style

The new 1,300-square-foot storefront includes lounge space, which will host private shopping events and one-on-one styling sessions.

Hours vary weekly depending on stylist availability. Juzenas want the store to feel like a place where a customer can pop in but also have an exclusive feel.

The store strives to stand out from other local stores, she added.

"There is more variety and pieces than what you would find other places like Target or Nordstrom," she said.

There is merchandise at different price points and age ranges, so there is something for everyone. "We have a lot of moms and daughters that shop, I try to offer things for mom but also what teenagers will like as well," she said.

Helping Customers

Juzenas caters to her customer's preferences. She tries to get a feel of what her customers want. Some customers like to look at items on their own and ask when they are ready for help. She also has shoppers who prefer her to pick out all the items for them.

For customers she knows well, she will drop off "try on" bags at their homes. She shows them ways to wear the items together. "That is my favorite part of the job. Putting outfits together for them and helping them feel confident," Juzenas said.

She said a misconception is thinking that a one-on-one experience equates to expensive clothing. A high-end clothing store might have a personal stylist but the merchandise is very costly, Juzenas said.

"There should be a place where you can go that doesn't break the bank and where you are getting good service," she said. "There is no reason you can't have an experience like that and still get affordable clothing," Juzenas said.

Customers should be able to find a full outfit for $100 instead of buying one piece that is $100, she said. "I don't think clothing needs to be that expensive," she said.

Moms The Word

Mother's Day is Sunday, and Juzenas said Shop Privy has you covered. Her business offers $25 gift bags for mom's special day. The bag has five items that are not apparel unless Juzenas knows the customer or the mother well. "Clothing is such a personal thing," she said.

The gift bag might include a candle, a hand sanitizer and jewelry. Juzenas added it has been a smash with shoppers as the items are versatile.

For husbands and confused gift buyers, she offers a Privy Box with outfits inside. Those are for customers she knows very well and knows their style and size. "I gift wrap it for the husbands and hand it off. The husbands love it," she said with a laugh.

Juzenas is looking forward to celebrating Mother's Day and growing her business. Shop Privy gives the mom the perfect balance of family and business life.

"I wanted to have an outlet of my own where I'm not just a mom staying home. I wanted something special to me and made me feel like an individual," she said.