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Hoboken is hot, but when it comes to fashion retail — not so much.

This story first appeared in the November 18, 2014 issue of WWD. Subscribe Today.

That left a void that Heather Geary and Heather Edwab are hoping to fill with Two Heathers, a women’s specialty store they opened at the end of October on the city’s main drag.

The women have been best friends since high school and were college roommates at Quinnipiac University in Hamden, Conn. Although both had an interest in fashion, Edwab got a degree in communications and entrepreneurship, while Geary received one in accounting.

But after dabbling for a while in the corporate world, they decided to ditch the 9-to-5 world and take the plunge, opening a 1,000-square-foot store at 331 Washington Street.

“I always wanted to do something related to fashion,” Edwab said. “And I have an entrepreneurial mind-set.”

“We decided to fulfill our dreams together,” Edwab said.

Rather than try their luck in Manhattan where they’d be “just another store,” the women settled on Hoboken, where Edwab lives and where her family’s roots run deep. Her grandfather was a founding member of the Hoboken Ambulance Corp. and had a store on Washington Street in the Fifties.

They see an opportunity to dress women with everything from “sporty activewear to glamorous evening wear,” Edwab said. Other retailers operating on Washington Street include chains such as Anthropologie, Foot Locker, Fleet Feet Sports and Baby Gap.

In Two Heathers, the main label is Ted Baker. Other brands include BB Dakota, Trina Turk, Show Me Your Mumu and Koral denim and activewear. There’s also a smattering of Ted Baker men’s wear.

“The median age in Hoboken is 31,” Edwab said, adding that the store is geared to women in their late 20s and early 30s. In the last census, the population was more than 50,000, an increase of nearly 30 percent over the past decade.

Two Heathers will host “workshops” in the evenings in December on everything from wellness and image consulting to jewelry making.

“There’s really nothing to do at night during the week unless you go to a restaurant or bar,” Edwab said. “We want to be a fashion destination and a community gathering place.”

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