Helena’s, a women’s clothing boutique in Belmont and Arlington, celebrates 20 years in business this summer, having survived the pandemic and the 2008 recession, thanks to its flexibility.
“I want my clients to be able to have a piece and wear it in a lot of different ways,” owner Katherine Venzke said. “Clothes that she can wear to work, bring on a trip, and carry over to the weekend. Not all pieces can accommodate all of that, but that’s one of the goals that we have, [and] what our store focuses on.”
Helena’s, named after Venzke’s daughter, features colorful, vibrant basics. The curated collection is handpicked by Venzke and her managers. Team members are “touching every piece of clothing that’s coming into the store, and building a collection of wearable clothes.”
As a former corporate media professional, Venzke came to retail in 2005. Her Belmont Center store has been around for 13 years, opening when she expanded from Arlington.
“Most of my clothing that I wear is from Helena’s,” Joanne Flanagan said.
Flanagan, once a regular customer, now works at the store. She used to shop there for her children’s teachers, primarily purchasing jewelry. For Flanagan, it’s “fun and challenging” when a customer comes in seeking something specific.
“I’m always excited when I can find that exact piece for them,” she said.
Long-time customer Joanna Kolis shops at Helena’s several times a month. She observed that the merchandise felt more “fashion forward” in the last few years. For her birthday, Kolis’ husband (with help from the saleswoman) gifted her pants and tops.
“The saleswomen there really know their clothing line. They know me. They’ll say, ‘Joanna, this will look great with that jacket.’ They know my shape and style,” Kolis said. “That’s essential to me.”
Helena’s has a “lot of multigenerational shoppers…grandmothers, mothers, and daughters.” While the boutique is curated mostly for mid-career women, Venzke expressed that it was also for people looking to build their wardrobe.
Helena’s began as a maternity clothing store. When she realized her regular customers wanted more, Venzke pivoted to non-maternity women’s clothing. At the time, it was a risk because she had built a reputation for selling maternity wear.
The store currently carries brands like Dear John, Bally and Milly, Velvet, and Prairie Underground.
“I think it’s good for businesses to make changes and see how things go. And just sit back and be patient and say, ‘Okay, I might not see the results in three or six months, but this could catapult us in a new direction,’” Venzke said.
