Newburyport Boutique Offers Sustainable Fashion and Gifts With a Warm Vibe

Located in the heart of downtown Newburyport is a new, chic women’s boutique that exudes a cool, casual vibe. This unique destination, Shine, is the creation of owner Erin Postl, a Newburyport resident who did not take lightly the task of opening a store in the little city in which she lives. 

Postl had long had in the back of her mind that she’d love to open her own shop someday, but she knew the location had to be just right. Being patient enough to wait for the perfect opportunity afforded her time to carefully consider the store’s concept and the kind of feeling she wanted to bring to life. 

When the space at 28 State Street became available, Postl knew it had the potential she was looking for. As she considered the store’s “point of view,” as she puts it, she knew “it had to be very clear and well thought out. I knew this space needed to have its own identity,” she says. Inspired by the location and the possibilities within it, Postl and her husband worked together to bring in lots of natural and earthy elements, like driftwood. New England’s changing seasons served as further inspiration, and before long Postl had settled on the uniquely modern, warm, and sustainable “Vermont cabin vibe” that eventually took shape.