Sewickley's Spoiled Chics closing at end of August
Saying goodbye is never easy.
Cora DeLoia stood in the doorway of her Sewickley boutique and reminisced about everything she will miss about Spoiled Chics, which is closing at the end of August.
Since 2003, it’s been a staple in the heart of Sewickley on Beaver Street.
“Through this door walk many great customers … and out of this door walk many great friends,” said DeLoia. “I am going to miss my customers and all of the people who have worked here with me. We’ve become family.”
DeLoia found joy in the relationships with her employees and customers. Manager Melissa Doyle has always been there for DeLoia, she said, adding that stylists Beverly Bryan and Janet DiCicco know how to find that special item that fits a customer’s style personality.
“Cora and I are like sisters,” Doyle said. “We have the same sense of humor. We’ve become friends and many of our customers have become friends.”
Customers often pop in just to say hello. During the 2020 pandemic, many purchased gift cards to keep the business afloat, DeLoia said with tears in her eyes.
The next month will be emotional, said DeLoia, 70.
It’s time. Her lease is up. She wants to spend more time with her husband, Randy, their daughter Alex, her husband Joey Lancianese and their 7-year-old daughter Rosie, and their son Michael DeLoia and his wife Rachel, who are expecting a daughter in August.
Cora DeLoia’s parents, Prisco and Benilda Evangelista, are in their mid-90s. She wants to be able to visit them in Texas and spend more time with her five siblings.
DeLoia said they’ve always strived to sell merchandise made in the U.S. and support women-owned businesses, independent vendors and artisans. Her husband helped oversee the finances for the business, which left her time to curate the merchandise.
Alex Lancianese helped her mom get started on social media. Cora DeLoia’s niece, Brooke Bamford, helped with the store’s rebranding in 2014.
On the boutique’s social media pages, it reads, “It’s the end of an era.”
“I love the clothing, I love the owner and I love the employees,” said longtime customer Carole Ford of Sewickley. “I have never felt pressured to buy anything. I come in just to chat at times.”
The store is retail therapy, DeLoia said. It’s not about making a sale.
“I’ve been reading all the messages on social media and they are so touching that they are making me cry,” DeLoia said. “This business to me is about relationships.”
That was evident when customer Rita Caskey of Imperial brought DeLoia lunch.
“The minute I walked in the door, Cora immediately made me feel at home and a friendship began,” Caskey said. “Her heart is truly in this business.”
Sewickley Mayor George Shannon said the shop will be missed.
“I know it’s a popular place,” Shannon said. “They’ve made so many people happy in this town.”
For what DeLoia is calling a retirement sale, merchandise is discounted at 30% and will increase as the weeks go by. Most of the furniture and fixtures are for sale, as well as two paintings by artist Cindy Engler. Look for a second location of Koala Boutique in Marshall to open in the Spoiled Chics space.
“I am thankful to have so much support from my family and friends, everyone who has worked here, as well as the customers and the Sewickley community,” DeLoia said. “We could not have done any of this without all of them. I want my message to them to be a big, huge ‘Thank You’ from the bottom of my heart.”
JoAnne Klimovich Harrop is a TribLive reporter covering the region's diverse culinary scene and unique homes. She writes features about interesting people. The Edward R. Murrow award-winning journalist began her career as a sports reporter. She has been with the Trib for 26 years and is the author of "A Daughter's Promise." She can be reached at jharrop@triblive.com.
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