Mission Statement
Blooming Boutique is dedicated to providing unique, useful and affordable merchandise
for women of all ages. Blooming Boutique will continue to provide superior customer
service for everyone with fun always in mind.
Michiko Seto
Michiko Seto, a Jersey Shore native, founded Blooming Boutique. She spent many
summers working in various types of small businesses and dreaming about owning a business
of her own one day. Graduating from the University of Delaware with a Bachelor's Degree
in Fashion Merchandising, Michiko Seto, obtained valuable experience working in management
positions in retail, banking and direct sales. From summer jobs to post graduation
experiences, the dream unfolded.
While on vacation in 2004, Michiko Seto happened upon some unique handbags and beach bags
that were as pricey as they were beautiful. Being inspired, Michiko Seto designed beautiful,
unique but affordable bags for her friends and family. Creatively, the bags progressed from
silk flowers to adding various trim of beads, fringes, seashells and even changeable trims.
The public began taking notice of the Blooming Bags. Seeing the opportunity for a business,
Michiko Seto began looking for a place to sell her bags.
A Growing Business
Michiko Seto's first Blooming Boutique location opened in August of 2006, in a small,
375 square foot space located at 107 W. Market Street in downtown Lewes, Delaware. It began
with all different Blooming Bags and a few handbag accessories. Blooming Boutique was an
immediate success and the customer demand prompted the opening of a store farther south.
Michiko Seto opened the second Blooming Boutique in Rehoboth Beach in April, 2007. Here,
a larger store, allowed for the expansion of products to include flip flops, hats, popcorn
shirts and other handbags. Soon the Lewes store expanded to include another small place on
Second Street. This third Blooming Boutique opened April, 2008. This store allowed for shoe
lines and costume jewelry to be added. With growth flourishing, Michiko Seto was approached by
the owner of a new Retail/Condo building being built in Bethany Beach. Seizing the opportunity to
bring uniqueness south, Blooming Boutique in Bethany Beach opened May, 2009.
In July, 2009, Michiko Seto continued to grow her business. The two small Lewes stores were
combined into one large store at 118 Second Street, Lewes, Delaware. Rehoboth Beach moved
to 216A Rehoboth Avenue which was much more convenient for customers. The Bethany Beach store,
already feeling very small, acquired the space next door, doubling its size. Blooming Boutique
expanded their product lines to include a full range of handbags, shoes, clothing, jewelry, beads
and accessories.
With all the stores locatedin the resort areas, Michiko Seto decided to open a location 18 miles north so the local community had easy access in peak Summer months to Blooming Boutique as well, to offer a convenient location for our Kent County customers. In August 2010, Blooming Boutique opened at 40-42 N. Walnut Street in historic, downtown Milford between Lou's Bootery & Dolce's Coffe Shop.
In the first quarter of 2011, many moves took place to increase the sizes of our stores; Rehoboth Beach relocated next door to 216B & C Rehoboth Avenue to double the size of the store. In February, Blooming Boutique in Lewes moved to the largest store in town to 107 Second Street and then opened a gift shop at the old location 188 Second Street- Lewes Gifts. These moves have allowed Blooming Boutique to expand the product lines carried. All stores now carry the following interchangeable jewelry lines- Trollbeads, Chamilia, Kameleon and Blooming Boutique's own Delaware Beach Beads. In addition to handbags, shoes, costume jewelry and many accessories, Blooming Boutique has expanded in fashion. Blooming Boutique now carries resort wear in all sizes all year in their stores including I Can Too, Mud Pie, Bali, Sun Moda with many lines being made in the USA and Canada.
Micha's commitment to offer unique, fun and useful products for women at exceptional
prices, coupled with excellent customer service, fulfills her passion and purpose at BB.
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