Kismet—that “hypothetical force or personified power that determines the course of future events” (as defined by Merriam-Webster)—is often life-changing. A simple weekend getaway from New Jersey to Massachusetts to celebrate a friend’s birthday can turn one’s life around. Listening to Amy Lage, owner of Style Snoop, a successful clothing boutique in Manchester-By-The-Sea, share her story of how she discovered greater Cape Ann, one is reminded of the spell this region can cast upon the wide-eyed traveler. “It was my best friend’s 30th birthday, and her father threw her a party in Beverly Farms. I had never really been to the coast on the north shore and we just fell in love. We drove up and down the coast and said, ‘When we decide to move…this is it. Manchester-By-The-Sea. This is the town we want to live in.’”
“A lot of our customers come in several times a month. I always want there to be something fresh and new for them to see.”
Despite having family in the area, Lage had never truly experienced the power of the coastline. “We were in awe,” she remembers, driving along Route 127. Two years later, Lage and her own young family fulfilled their dream and moved to Cape Ann, leaving behind a wonderful career in fashion buying for iconic off-price retailers Loehmann’s and Century 21. Lage settled in as a mom. “I did not do anything with retail for maybe five, six years and then on a whim, because I was missing retail so much, [I became] very interested in people selling on Facebook and on social media and thought, ‘Wait, if they can sell this stuff on social media, maybe I can sell off-price clothing in the same way.’” Kismet. “I started going to Manhattan once a month and placing off-price buys from my old resources, and they would ship them to our home and I would post them on a Facebook group that I created. And somehow it actually worked. It was really crazy. Our house became an Amazon warehouse. As the business grew, we had a whole room on our first floor just devoted to it, and then my husband said, ‘You know what, I think it’s time for you to get this out of our house. You need to open a storefront.’”
Not long after, kismet struck again. “I was at my hair salon in Manchester-By-The-Sea and this woman came in and said to my stylist, ‘I’m going to rent out my space next door so if you know anyone looking for a storefront, let me know.’ And I said, ‘Oh, me!’” Style Snoop celebrates its sixth anniversary in June 2024 and expanded to include a sister location in Lynnfield three years ago—a testament to Lage’s energy, expertise, and passion. And Lage wants more. “People come into the store and they ask, ‘Can you please open a store in my town?’ I always say, if you see a vacancy and you think it would be a good fit, reach out to us on Instagram or call the store!”
A trusted retail treasure on Cape Ann, Style Snoop specializes in girls and women’s clothing. Its clientele is assured quality, trendy apparel and a fun shopping experience with “a seaside beachy vibe.” “We are always getting new inventory. In the spring and summer, we get something new every single day. Even in the holiday season as well.…A lot of our customers come in several times a month and I always want there to be something fresh and new for them to see.” Curious about the name? “We’re trying to convey the message that we’re snooping and providing our customers with special finds and special pieces that they couldn’t find from other places.”
Blessed with a devoted staff of fellow moms and young women, Lage has become a mentor for some of her employees interested in the fashion industry, offering career advice, taking them to clothing shows, and seeking their opinions on purchases. “When you work for a big corporate store, you have assistants that are helping you, but your job is also to train them to someday have your job and so I try to keep that.” And pay her hard work forward.
Lage has achieved that enviable balance of having it all: family, career, and a foundation within a community—and a region—that offers support and endless inspiration. Is Lage equally in love with Manchester-By-The-Sea now as she was when kismet first struck? “Yeah,” she answers. “Maybe even more so. We’re so lucky to live in this beautiful place.”
