The name of this store is not a hyperbole. "WOW" is how I feel about shopping here. I've been coming to this little boutique for several years, and there is really no other store in the Boston area that I can compare WOW to. The clothes are beautiful and original and they last better than the stuff from Nordstrom or any other high end department store. Garments that look like they should be dry cleaned are all machine washable and come out in perfect shape after years of weekly washing. No pilling! Erika is a delight to work with. Once you shop at her store a few times, she'll just hand you a few things when you walk in. I'll still browse for an hour, but whatever Erika chose will usually look stunning and that's what I end up buying. What's so unique about the clothes WOW carries is that they offer many options for what you want to highlight and what you want to hide. In some stores everything is skin tight or everything is a bag. But at WOW I can always find something that will be tight exactly where I want and loose exactly where I want. Wow has clothes for every size and body type that are truly delightful. None of that boring Eileen Fisher awfulness. About the price and the return policy. Yes, the clothes are pricy and you can't return them for a refund (only store credit and sometimes there are time limitations). The first time I shopped at WOW this made me very nervous. But over many years, I've never felt like I wanted to return a single garment. The only thing I ever returned was a necklace/scarf that had an unusual smell to it (I am very sensitive to smells, so it might have just been me). Erika took it back and gave me store credit. After owning WOW clothes for years, I stopped viewing them as expensive. Say a WOW garment costs me $150, which first seams like 3 times what I would pay in some cheap store. But it lasts 3 times as long AND looks 3 times as nice. I am yet to retire a single thing I bought at WOW after 3 years. I can't think of any business that makes me feel this beautiful! read more

Absolutely!! Warm, friendly, helpful staff in a store that is almost like a wearable art museum!!!

WOW is my go-to-place for almost my entire wardrobe. You will not find as amazing a selection of women's clothing anywhere else in this area. If you love unique, colorful and beautiful options for your wardrobe then WOW should be your destination. The staff gets to know what you like and is so helpful making recommendations from outfits to wear for just hanging out to something for a special occasion. When I'm dressed I often get asked where I shop and I am excited to tell them to go to WOW. You won't be disappointed. read more

Greatshop. I wish I discovered it when living in MA. Super creative styles and suits all sizes. Five stars!

The most fun shopping experience.... unique apparel so that you won't see yourself coming and going. Warm and helpful staff who do not try to talk you into anything. Parking is convenient. The jewelry selection is truly WOW... all faux and stunning and guaranteed to elicit compliments. Cannot own too many. Plus, you can get Fairy Hair (by appointment) there) !! Fairy Hair makes a subtle statement of individuality and class. read more

I have shopped at w o w for years! The sales staff has always been courteous and helpful. Their clothing is what I call upbeat. Unique things you won't find anywhere else. They take pride in helping their customers finding what works best on you. My favorite place to shop!!! read more

I have shopped at W.O.W. for many years. There is a large selection of beautiful clothing and accessories. I am always complemented when I wear pieces I bought there. The staff is helpful without breathing down your neck and the owner goes out of her way to find articles in your size read more

I love going to WOW and I recommend it to friends. It's a feast for the eyes to see all the beautiful merchandise they have in a wide range of sizes. There are so many great brands that you don't see anywhere else, and many unique pieces. My favorite section is the jewelry and accessories section. I can find wonderful gifts for family....and for myself! When they have a sale, it is even more fun to look through all the fabulous items! Wide range of price points, and jewelry that makes the outfit shine. I also love all the beautiful scarves, many of them handmade. The staff is extremely helpful too. Definitely stop by! I predict that you will keep coming back! read more

I'm getting up there in the years and I just find this place a bit frumpy and dowdy. Staff hasn't been helpful and clothes seem like pricey version of Chicos. I brought my mother-in-law in and she wasn't treated warmly either. Colors and textiles are unique. read more

I went with my wife and took my mother to the store for the first time. The store was not very busy and many sales persons were working there. Initially someone approached them and asked if they needed help. However after that she paid no attention to them to point of being rude. My mom was in the fitting room and ask for a different size, or a top for under the jacket she was trying on. My wife had to attend to her because they were ignoring her. I hate to say it but I really got the feeling they were discriminating against my mom because she has a Middle Eastern accent. They were super friendly to the other customers there. I would have walked out of there if I wasn't trying to buy my mom a gift for mother's day. The saddest thing is that we ended up buying from them but we will never go there again. My wife thinks Chicos has similar apparel for more reasonable prices. read more

Well-curated fashions A terrific selection of fashion hits,with plenty of sales help to advise you. If you loved The Studio in Brookline, you'l love this shop. read more

WOW, is my kind of boutique. I love, live and breath fashion and the Arts. Perhaps a strange statement, but it makes perfect sence to me. There are only a handful of Boutiques in MA that carry the artistic designers that you find at WOW. In fact, I search all over the country and abroad, yes overseas, to find some of these very limited pieces. These designers produce their lines here, in the USA, contrary to a remark of a previous reviewers comments. They do however, source the fabrics from all over the world, which is what makes this clothing very special and limited. The unusual lines and cuts also distinguish them apart from the " frumpy Chico " mass produced clothing. I have probably been to the store a total of 5 times. I remember the first time, I felt a bit intimidated, approached within seconds, but while I am not a fan of the sales routine, it is nessecary. There is sooooo much inventory, they are actually trying to help you Map the store, not Hard sell. I have also been followed and watched in stores, I'm white, it happens to all sorts of people. I probably linger too long, usually carry a huge bag, go back and forth. I get it, I would watch me, but that's just me, the way I shop. Sometimes it may just be my own interpretation based on previous experience with aggressive sales people. But, all that said, I know they are just trying to help me find what I am looking for and even help me find that treasure I didn't know to look for! I'm so glad I decided to travel there the other day, on a whim. I knew that one of my favorite designers new line was what I wanted to be wearing this summer and would become favorites in my wardrobe. I was ecstatic to find they had it and in my size!!!!! Thanks WOW and Erica, for providing a boutique that brings these quality designs to the suburbs and to ME!!!! read more

I happened upon this store while I was visiting relatives that live nearby. I'm from Chicago, and I love this store! I now make a point when visiting, to stop in and I'm always thrilled with the fun clothes I can find for every season. There are classic styles as well as really colorful and well designed unusual pieces. Wishing they'd expand their stores to Illinois! read more

The sales people flatter their customers and encourage them to buy the merchandise. However, they will not stand behind what they sell.

The only reason I'm giving the store 1 star is because of customer service. I went to the store with a friend, who is Caucasian. I'm not. She was looking at clothing and I decided to go look at jewelry. One of the clerks followed me around while I was looking at the jewelry. I thought it was odd but dismissed it. She then just stood and watched me the entire time, as if I was going to steal something. Normally I would say she was just being careful but when other customers, who were caucasian, went to look at the jeweler she didn't pay any attention to them. As a matter of fact, she just joked around with her co-workers. It saddens me that just because of my skin color, I was followed. That's the only plausible reason being I was the on black person in the store. She only followed me and she didn't follow anyone else. I did meet the owners mother who is a wonderful person! She was extremely nice. The clothing and jewelry here are fabulous! I just wouldn't go there again because it hurt my heart to go through that. Plus, I don't want to be subjected to that again. read more

I have been shopping at WOW since their original location on Heath Street in Chestnut Hill. Always stop there in early fall and spring to add interesting new pieces to my wardrobe. I love the fact that I can choose my accessories while there adding scarves and jewelry. Sales women are friendly and wonderfully helpful but also allow you time to browse on your own. Various price points to suit most budgets. A fun shopping experience! read more

I have been a fan of WOW since it was on Heath St. I hate to shop and usually don't buy anything I can't get online.. I haven't been in a mall for at least ten years but I head to WOW about twice a year. Stylish stuff in lots of price ranges. Helpful (not pushy) sales people who tell you the truth about what looks good and what doesn't. Erica, the owner, is especially good at helping you find things that look good that you might have skipped while browsing the racks. read more

Well I just went to WOW to look for a dress. Prior to going I checked their website, facebook page, and yelp page. They are closed for 2 weeks and there was no mention anywhere online. Are we in 2016? read more

Drove 25 minutes specifically to visit this store - closed for inventory. Gave it a second chance - closed for vacation. In this case, two strikes and you're out. read more

I happened to pull into this parking lot looking for the swing set/fitness equipment store next door. Unfortunately I backed into a street sign on the corner when I realized I was in the wrong place. Rather than come out and ask if me and my 4 year old were okay, the women who worked at WOW stood in their door way watching. And when I got out of the car to assess the damage to my bumper, they yelled at me to tell me I had better call the police, that I was parked in one of their spots and it was a busy Saturday so I needed to move my car. One of them actually counted on her fingers as if she had a list of chores for me, and then ever so helpfully said to watch out for the sign when I moved the car. For the sake of my child I behaved myself and did not verbalize how inappropriate they were. Shame on them. I don't care if they were selling the world's last diamond for a penny - I would not support this business when they have people working there who collectively thought it was okay to treat me this way, let alone in front of my child. (Me and my son are fine by the way, and I educated him on how the right thing to do is to be helpful and nice to others). read more