Store under new management - bad news for SH/AV locals…read more.. While the new People People owners seem lovely, what happened to our favorite store? This used to be a shore STAPLE! Where did 70% of the inventory go? What about accessories, shoes, bags? What about the luxury items for a special event? Home accessories? Sale rack? It's so DRASTICALLY different...and NOT good. What a bummer. They should not have kept the name... Guess we'll all be saving a lot of money moving forward...

I grew up in nearby Cape May Court House and always loved perusing the crowded, vibrant racks at…read morePeople People. This past year, new owners took over the shop. I was looking forward to see how they would put their spin on a classic boutique in Stone Harbor. They still have a Lilly selection, although it's so much smaller than it used to be. I loved seeing some Instagram favorite brands like Farm Rio and The Striped Sheep in the racks, but like a previous reviewer indicated, I was missing the usual volume of fun inventory, cute, whimsical things you would only be able to find at the shore. It felt more like the boutiques I encounter in Manhattan. I also missed the warmth toward the customers. Not a single associate interacted with my mother and I when we browsed, which was incredibly disappointing for two, loyal People People customers.

I absolutely love Tiger Lily!!! A hidden gem in Avalon. The owner is so nice and always has the…read moremost trendy items in store. The store serves all ages and clientele. I've seen tweens to grandmothers in the store and there's always something for everyone. Wether it's Miss June or Scout or Good American or Sanctuary even the brands are versatile. The owner is on point and even watches Instagram videos to show how to use the fashion tape by Kim Kardashian's line. She also explained how Good American shorts fit a more athletic frame and why they're a great buy. Lastly, she listens to her clients and they asked for more bags for weddings so she listened and bought bedazzled bags to make her clients happy. Fully stocked store which is amazing for this day in age in retail. Parking in front and parking lot on side. Very affordable prices. The pieces in the store consists of undergarments, athlesurewear, contemporary, maxi dresses, jewelry, repurposed Chanel buttons on bracelets. local Artist paintings, mason jars for mixed drinks, bags for going out, you want it, they got it. 10/10 recommend this store which is an Avalon treasure. #bergerknowsbest

Spent rainy afternoon in Avalon shopping and discovered this delightful boutique. Staff person(s)…read moreknowledgeable & friendly. Store has open door to new younger shop next door. Merchandise competitively priced and plentiful in stock. Would highly recommend!

This is my second year visiting Boutique at the Beach and while last year I found many more items…read moreto purchase, as did my mom, I was still happy with what I found. I spent about $180 on 4 sale bras, a camisole, a leather fall top, and a pair of casual summer pants in a funky print. The bras I purchased last year, also on sale, have become my favorites so I was looking to add more. At this time of year all the jewelry is 50% off as are many other items. They carry some new fall and winter items as well as plenty of after season summer outfits, from mix and match from an Italian company, to mother/daughter bathing suits, short shorts and long trendy jeans. I visited California this summer and many of the items have a distinctly California coast vibe to them. One lady was shopping for a long dress and she looked good in at least two of the ones she modelled, all on sale for 50% off. Last year my mom purchased a number of the Italian one size outfits and was looking to add pieces to them, but the sizing this year was smaller than last year. The proprietor told us many people had trouble with the sizing this year which may account for why she had more left than one would want end of season. I find the items to be affordable for a bit higher end beach wear especially at off season. The proprietor knows her merchandise and is very helpful with questions about fit and quality. I know all of the items I purchased last year became wardrobe favorites, and I was slightly disappointed not to find the same number items I really wanted to take home. Never the less we may make one more stop before the week is out. I would say the clothing and accessories are mid priced for a beach town, different than you find in other stores, a bit beach trendy and would appeal to a mature buyer for some items and a younger buyer interested in California style beach wear. Let me say it is further up 3rd Ave than most of the shops so you can miss it, but there is convenient parking and worth a visit if you are shopping in the area.

A favorite activity of mine when I travel is to go boutique shopping. I have my favorites in CA.,…read moreVA., and MD. BUT, I have to admit I may have found my most favorite a few hours from home and right near my second home. Boutique at the Beach has some of the most adorable CA style clothing I have come across outside of CA. And the prices? They are extremely reasonable. I purchased 14 items on my first shopping trip there- I couldn't stop! I will definitely be a frequent customer and stop by often to make some additions to my wardrobe! Thanks for such a cute shop!

This is a sweet store with a lovely proprietor. It's a small eclectic boutique with a LOT of…read moreoptions. I wasn't looking for elegant evening wear, but I would come back here for a look if I was. I ended up buying a lovely hat and a beautiful blue duster. This shop is just one block from the beach and totally worth a look.

This is a hidden gem of a store for women's clothing. Slightly off the beaten track, it offers a…read morebeautiful assortment of day and evening wear at reasonable prices. In a resort town where prices can be on the higher side, this is a welcome find. The owner Diane is gracious and helpful, and there's usually a great selection of sale items too.

I Saw a sign that said 50 to 70% off so I stopped in and I'm glad I did because it is my first time…read morein the store although I visit Cape May 20 or 30 times a year. Once inside I saw great quality clothing. The staff is very friendly and helpful and I walked out with two new, high quality shirts. I'd recommend this place to anyone.

I love the selection of ladies and men's clothing. They are a bit pricey just like every thing else…read morethese days . They have just what I was looking for . Service was good the store gets crowded .

Great selection, helpful staff, ordered shirts that I wanted and competitive prices (was a sale…read morewhen I went so great prices!). Good things!

Great quality selection for many mend shapes and sizes. Peter has never let me down with a purchase…read moreor with his knowledge of fashion trends. You can't possibly go wrong with Hassis! They also now have a select youth section in the back that will make your son look as good as you do. Shoes, pants, shirts, jackets, ties, belts and accessories will have you dressed from top to bottom!

This is my second visit to this very cute seaside shop. Last year I caught a fabulous end of summer…read moresale. This year I invested in some unique Eagles football items for the discerning fan of which I live with two of them. I was disappointed the jewelry wasn't on sale as last year I bought several unique pieces. I tend to go crazy for 50% off. The children's clothes are precious and there is lots of little kid kitsch. The store was very busy with shoppers during this visit. I spent $100 on misc items. There are lots of quality beachwear items and gift wares as well. I enjoy this shop and the proprietor, whose choice of goods and prices is very favorable. Sadly I got spoiled by last year's end of season sale prices. However my credit card was happy.

LOVE Serendipity! What a super cute store. I have some wildly colorful and fun earrings, and…read moreawesome sundresses from here. They have gifts, and sun gear, and all types of accessories. Check it out! Oh, and the end of Summer sale is killer!

I bought a gift bag from there a mystery one for $10. It said on the bag and I got charged 20. I…read moreasked for my $10 back because I showed them and they said oh my gosh I'm so sorry. Let me help you with that. We've tried several times and they still have not given me my $10 back. We've asked for cash for some weird reason they can't do that and I paid through Apple Pay so I paid them $20 but it was supposed to be 10 and I have not got my $10 back. I would not recommend going to this place if you want them to steal from you.

i love making waves! i go there every time i'm down the shore. my family and i love to buy the…read moremystery boxes at the front of the store. everything there is also my type of style and really nice! not terrible for shore prices either. will definitely come back when i'm back in the summer to look around and possibly grab more!