It's New to Us By Jean Stratton

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Updated Classic Women's Clothes Is the Piccadilly's Fashion Focus

The Piccadilly is one of Princeton's true treasures. For almost 37 years, this very popular women's store at 200 Nassau Street has sold updated classic clothes – stylish, wearable and versatile. They are suitable for career, dining after work, travel, and weekend wear.

The Piccadilly is notable for its longevity at a time when so many other stores have vanished from the Princeton retail scene,

Its focus on an up-to-date classic theme, along with personalized service are the key to success, note owners and sisters Judy Guldalian and Ruth Ann Basmajian.

"When we opened in 1967, we felt we could fill a niche, " explains Ms. Guldalian. "We walked around town, looked at the stores, and there was a void for updated classic women's clothes."

She adds that she and her sister liked the idea of opening their own business. "We were brought up in a business environment. Our parents owned a business, and we loved clothes when we were little girls. We loved to dress up. We were really cut out for this work."

"Also," points out Ms. Basmajian," we started right away with mixing and matching and comfort; and now that has really caught on. We told people they didn't need a suit, but to coordinate pieces to mix and match."

Super Selection

The Piccadilly's collection includes choices for women of all ages, and sizes from six to 18 and small to extra large. Knits, jackets – tunic and short styles – skirts in two lengths, pants with elastic waist, and tops to match the entire group are all on display. A super selection of jackets includes varied textured silks.

"We offer variety, flexibility, and versatility," says Ms. Guldalian. "The career woman can wear our clothes to the office and also go to dinner in them."

Adds Ms. Basmajian: "In recent years, there has been more freedom and flexibility in fashion. There is an incredible variety in fabrics, styles and types today."

The Piccadilly offers the complete fashion look, she continues, and one of the most popular features in the store is its array of ensembles displayed to offer tips on how to put an outfit together. Scarves and jewelry accent the variety of jackets, sweaters, shirts, and pants that are all carefully coordinated.

"Having these ensembles was our idea," points out Ms. Guldalian. "We especially enjoy helping people with their fashion look. The customers are walking advertisements for us, and if they want help, we are happy to give advice, and we give honest advice."

Color is very important at the Piccadilly, and the owners report that pink is always popular, and kiwi green is a favorite now, especially for tops. For spring, there are wonderful white mesh linen shirt jackets in tunic style, also available in black,

Great Look

Another highlight is the blue and white silk shantung shirt jacket, coordinated with a blue silk tank worn underneath. It is a great look with white pants.

"Silk sweaters are important this spring," remarks Ms. Basmajian. "They can be coordinated with everything. Short-sleeved and long-sleeved, and also twin sets are popular. Long-sleeved cardigans with short-sleeved pullovers underneath are favorites, but we also have short-sleeved cardigans with a tank underneath. They are in a variety of colors and offer a wonderful look."

Knits are also a big item at the store, as is the Leon Levin line of short and long-sleeved shirts, coordinating with hand-loomed, machine washable sweaters. In addition, the line includes pants, regular and crop, and the latest look is printed slides to coordinate with the crop pants.

The Piccadilly also carries a selection of hand knitted sweaters.

Accessories are so important to complete the fashion statement, and the store abounds in wonderful choices.

"Our scarves are pieces of art," notes Ms. Guldalian. "100 percent silk in squares and oblongs, and all are silk-screened by an artist. We also have a line of jewelry that has just come in, including pearls with magnet clasps. They are in different lengths and millimeters. We will also be getting in gold and silver jewelry with magnet clasps.

Clips and Pierced

"Another popular line of pearls includes pearls with crystals in between and tied with grosgrain ribbons in a variety of colors. We also have sterling silver pins, bracelets, and necklaces, and sea shell and moon pendants, which can be purchased separately or with a chain."

Special sterling pins include tennis racket, watermelon, and kite with tail, all charmingly whimsical and appealing. Earrings at the Piccadilly are both clips and pierced.

The store is particularly known for its very popular Vera Bradley Designs collection, and it has one of the largest selections in the area, according to Ms. Guldalian.

"People love the cotton quilted fabric, and the bags are very well-made. They are machine washable and very durable. There are four new patterns this spring and new styles every year."

Customers come from all over the Princeton area and well beyond, including New York, Long Island, northern New Jersey, and Cape May, report the owners.

"We really enjoy the customers. So many are personal friends now. Those from far away come two and three times a year and seasonally. There is a lot of word-of-mouth. And we are pleased to say our new customers soon become regulars!"

Biggest Change

Ms. Guldalian and Ms. Basmajian are both involved in buying, pointing out that, "We go to the trade shows, look at something to see how it is constructed and how it goes with the other things in our store. Quality and coordination are key. And of course, we have a sense of our customers' taste."

They have seen many changes in the world of fashion over the years, but probably the biggest change is the advent of the internet. "We get a lot of business now when people go on line to look for something, and they will find our name, and then call us. This is a very important part of business now."

What hasn't changed in the Piccadilly's almost 37 years is the emphasis on the individual customer.

"The key to our success is knowing what people are looking for," says Ms. Guldalian. "It is very important for people to look and feel good. If they look good, they feel good, and vice versa. We very much enjoy helping them. Service is key and has been since we opened."

It's fun, too, she adds. "We love the work. You have to love this business. Retail is hard, six days a week, and there is never time to be bored. I look forward to coming in the morning, and before I know it, it's 5 o'clock. The day just flies by!"

The Piccadilly offers mailing and shipping, gift certificates, gift packaging, and regular sales. Hours are Monday through Saturday 10 to 5. (609) 924-5196.