Owner Gina Frankle in her Sound Beach shop, stocked with an elevated edit of everyday essentials.
Athleisure and comfortable clothing have become everyday staples for many of us. But that doesn’t mean we can’t look stylish while wearing them. At Willow in Old Greenwich, owner Gina Frankle offers a selection of workout and travel clothes that are chic, eco-friendly and easy to wear—pieces that stand up to tough exercise regimens but don’t make you look like a clone of everyone in your yoga or Pilates class.
Frankle looks forward to welcoming shoppers
“The biggest thing that sets Willow apart is that most of the merchandise is made in the United States or Europe,” Gina says. “Many of the brands are also sustainable, and ethically sourced and made. I have tried to find brands that are not available anywhere else in town. When I think about buying anything, my No. 1 consideration is comfort and travel-ability.” Some of the brands she carries include Cream Yoga, Maison Wheat, LAMade and Spiritual Gangster, among others.
Beyond curating chic women’s clothing, she is drawn to brands that emphasize sustainability and ethical production
With a degree in fashion merchandising, Gina developed an eye for women’s attire while working in retail management, production and design within the industry. Most recently, the local mom had worked at Lily Shoes and Accessories, a favorite shop owned by a close friend. When the friend decided to close after 10 years in business, Gina saw the opportunity to launch her own boutique. “An offhand discussion about possible new business ideas for the space sparked the idea of Willow,” Gina says. “Next thing I knew, I was at a trade show in New York City, negotiating the lease, coming up with the name…and here we are!”
The new shop has been well received by the community, and Gina says she enjoys being surrounded by other women-owned businesses in the village. She plans to host trunk shows and other events in the coming months. In the meantime, she says, her aim for Willow is to “become the kind of place that is not just a store, but a welcoming place where people can slow down, feel good and find pieces they love.”
250 Sound Beach Avenue, Old Greenwich, 203-344-2372;
willowoldgreenwich.com