Joey Wölffer

Joey Wölffer, designer and co-owner of Wölffer Estate Vineyard and founder of the Styleliner, a traveling boutique for one-of-a-kind accessories and clothing, will open two seasonal stores called The Styleliner by Joey Wölffer at 25 Madison Street in Sag Harbor, N.Y., on May 5, and at 20 Old South Wharf in Nantucket, Mass., on June 1.

This story first appeared in the April 27, 2016 issue of WWD. Subscribe Today.

The 600-square-foot Sag Harbor store — returning from last summer — will remain open until November, while the new 260-square-foot Nantucket store will stay open until September.

The layout for the Sag Harbor store is quirky and homelike with multiple rooms and different looks. The boutique will feature vintage clothing, T-shirts, caftans, jewelry and textiles aimed at an arty and relaxed customer. Retail prices range from $50 to $2,000.

Both stores will carry Wölffer’s own bag collection, the Joey Wölffer collection, with new styles that are exclusive to the store. Other brands include Alix of Bohemia; Shourouk earrings, Rose and Rose, a British beachwear line, Dassios, one-of-a-kind embellished military jackets and jean jackets, and Lug Von Siga ready-to-wear from Istanbul.

Wölffer said she hopes to generate a little more than $500,000 in sales at the Sag Harbor store this summer, and maybe a little less at the Nantucket store.

Wölffer created the Styleliner in June 2009, a truck that travels around the country to events and people’s homes selling accessories and fashion. Asked how she balances her growing retail operation with the vineyard’s creative and marketing responsibilities, she replied: “I’m actually sitting in the vineyard right now. The truck is parked at the winery on the weekends,” she said. Last summer she opened a restaurant Wölffer Kitchen in Sag Harbor, and she said she plans to host events at both retail stores where the vineyard’s cider and rose will be served.

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