About Us

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

 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 has now grown into 9 stores. Blooming Boutique has 4 locations Bethany Beach, Rehoboth Beach, Milford & Lewes. Milford Gifts & Lewes Gifts – gift shops, Treasures in Lewes – sterling silver jewelry and home décor and our newest store Lewes Wear – Lewes & Delaware apparel, accessories and gifts. Blooming Boutique Too in Rehoboth - featuring sterling silver jewelry. 

Over the years Blooming Boutique has moved into larger locations which has allowed Blooming Boutique to expand the product lines carried. All stores now carry the following interchangeable jewelry lines- Trollbeads, Chamilia, Kameleon, My Beach Bead and Blooming Boutique's own Delaware Beach Beads. In addition to handbags, shoes, including the largest selection of Lindsay Phillips interchangeable shoes, costume jewelry and many accessories, Blooming Boutique has expanded in fashion. Blooming Boutique now carries resort wear in all sizes including petites all year in their stores including I Can Too, Mud Pie, Bali Batik, Zen Knits, Margarita, Southern Lady, Links and their own Blooming Boutique label of clothes with many lines being made in the USA, offering lengths of regular and petites, for women under 5’4”, and sizes ranging from x-small to 3X.

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.

Our brands