How a small, family-owned boutique in south Brooklyn has flourished in the tenaciously cutthroat fashion retail industry for more than four decades

By Amanda McCoy • photos by sue barr

Fashion industry trends are, perhaps more than those of any other sector, maddeningly mercurial. (Put best by icon Coco Chanel, who opined that, “fashion is made to become unfashionable.”) While this continuous fight to stay relevant can and will cause the rise and fall of sensations overnight, it proves perhaps even more difficult for small retailers and boutique owners. A study by Forbes attributes ever-changing trends and competition as the principal reasons why owning a small clothing enterprise is one of the top five riskiest businesses in the country.

But, on a remote strip in the Mill Basin/Bergen Beach area, where subway lines don’t reach and tourist foot traffic is virtually nonexistent, a family owned boutique has weathered the sartorial storm store’s founder, offers clients an array of styles, from couture-level eveningwear and custom-fit suits to casual street clothes and sportswear. Despite the city’s cadre of industry giants, with robust marketing budgets and celebrity clients, this small South Brooklyn boutique has established itself as a destination where word of mouth is stronger than any primetime ad.

“Here, we pay attention to each woman’s size, shape, and style,” said Schain’s daughter, Andrea Campanile, who now runs operations, along with her sister, Bonnie Miskiewicz. “The biggest problem with buying at a department store is that their sizing is off for most women. When we measure our clients, we take into account where she wants room, where she wants material closer to her body, her sleeve length, and other details.” Confident in her daughters’ abilities, the founder has since retired to the Sunshine State.

When the store first got off the ground in the late ’70s in Schain’s Canarsie home, the industry was propagating an age of flamboyance, anchored in rococo prints, platforms, and flares. “Brooklyn was awash with wise guys and wise girlfriends. Women wanted to go out and strut their stuff in style,” remembered Campanile. Schain’s regulars would pop in after the beauty salon to find the perfect outfit for weekend soirees, galas, and getaways.

Since those early days, the boutique has witnessed a wave of change. The subsequent decade was berthed in vibrant colors and bold silhouettes, while the late ’90s to early aughts welcomed a return to minimalism. Today, Campanile talks of a new “at leisure” trend, where casual gym wear is now the daily norm. And while the store does carry everyday leggings and sportswear, its bread and butter is still rooted in elegant, upscale dresses and other pieces.

“People are going to the gym and yoga studio, and that’s how they’re dressed for the day,” Campanile explained. “They are wearing clothing that is casual, comfortable, and goes with their lifestyle. When my mother was in business, the typical outfit would be wool trousers, a silk blouse, and heels. Now, if a woman dressed that way, someone would ask if she was going to a funeral [laughs]. The reason we stay relevant is that women still have events and affairs to go to where they still need to look and feel beautiful, like a wedding, a bridal shower, etc.”

Picking a dress off the rack can be a taxing process, because some fabrics aren’t conducive to alterations, and it’s difficult to find a ready-to-wear garment that fits properly. Campanile and Miskiewicz (known to their clients as simply “the girls”) aim to de-stress this buying process.

Eleanor Schain found its current brick and mortar home in 1991, and the family’s ability to transcend fleeting trends has continued to draw customers from near and far. Its client base is multi-generational; mothers bring their daughters, who grow up and bring their own daughters. Even if customers move away from New York City, many will still make it a point to fly back when an event calls for a one of-a-kind gown or suit. “The girls” work also with exclusive international designers, who can turn in a made-to-order dress in less than two weeks, and with five seamstresses on site, measurements are taken beforehand to ensure each garment will fit.

“Every woman deserves something that makes them feel beautiful,” Campanile added. “Our customers feel special, as opposed to simply buying and wearing clothes available in every department store.”

Eleanor Schain Ltd.
6177 Strickland Avenue
718.444.4253 / eleanorschain.com