Long before opening Ruse, a women’s clothing and accessories boutique in Garden City, Jess Abruzzo had a passion for fashion.
“Opening a store was always a dream of mine that I never thought could ever be possible,” says Abruzzo, 28.
The idea of opening her own store sparked during the pandemic. Soon thereafter, she created an LLC and launched Ruse online in May 2021, and by October of that same year, she signed the lease for the storefront. That dream became a reality a month later when she opened her first brick-and-mortar boutique.
“It felt like the perfect opportunity for me; the storefront was right around the block from where I grew up my whole life and where my parents still live. It was like everything had come full circle, and my dreams might actually come true.”
Although Abruzzo, who graduated from Adelphi University in Garden City in 2019, studied psychology, she notes that her degree has helped her understand customers and run a business.
“I wasn’t sure what I wanted to do with my life, but I knew that it was going to be unconventional and different, and I thought psychology could help me at least understand people because that can be helpful in any job,” she explains.
Ruse uses social media platforms like Instagram and TikTok to promote trending clothing and accessories they sell. This includes both photos and videos to inform customers about new arrivals. “I love to connect with my customers online and post talking videos so there is a personality behind the brand and a friendly face they recognize when they come in,” says Abruzzo.
Ruse sells women’s clothing, including tops, pants, skirts, dresses, rompers, basics, going-out clothes, trending pieces, jewelry, handbags, hats, wallets and more.
The store’s most expensive item is higher- end dresses, retailing for about $98 to $148. These include dresses from brands like ASTR The Label and Nia The Brand.
On the accessory front, shoppers can find $10.99 flat hair claw clips and $12 Capri Blue 3-ounce candles.
As for this summer’s “it” accessory, Abruzzo says there are three must-haves: micro shorts, anything butter yellow and chunky accessories, from charm necklaces to big rings.
Ruse, 51 New Hyde Park Rd., Garden City, 516-305-4657, shopruse.com.
