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40 Oak Boutique

A Fashion Oasis in the Heart of Somerset Hills

Article by City Lifestyle

Photography by Provided

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Nestled in the charming streets of Basking Ridge, NJ, at 52 S Finley Ave, lies a fashion haven that's quickly become the talk of Somerset Hills: 40 Oak Boutique. Owned and lovingly curated by Alyson Jacobson, this boutique isn't just a store; it's a testament to a dream realized, a fusion of passion and fashion.

From Fashion World to Family Life and Back Again

Alyson's journey to 40 Oak Boutique is as stylish as the collections it houses. With over a decade of experience in the fashion industry, Alyson took a break to embrace motherhood, cherishing time with her son Jude, 5, and daughter Elle, 3, on their picturesque Bedminster Township farm. However, the fashion world, her first love, beckoned once again. With immense support from family and friends, Alyson birthed her third baby, 40 Oak Boutique, an embodiment of her return to her roots.

40 Oak Boutique: A Dream Two Years in the Making

Celebrating its two-year anniversary, 40 Oak started as an online dream before transforming into a brick-and-mortar reality just five months ago. Alyson’s philosophy is simple yet profound: ditch perfectionism, believe in your dream, and stay true to your vision. This ethos is palpably reflected in every aspect of the boutique, from its carefully selected fashion pieces to its intimate and minimalistic ambiance.

The Boutique: A Reflection of Alyson's Spirit

Alyson's personal touch is evident throughout 40 Oak Boutique, where her philosophy of fashion shines brightly. She believes that style should not only be current but also accessible and affordable. Her commitment to this belief ensures that customers always find the latest trends without breaking the bank. This approach sets 40 Oak apart in the Somerset Hills retail scene, making it more than just a shopping destination; it’s a place where fashion, community, and affordability intertwine seamlessly.

Alyson’s dedication to maintaining the boutique’s unique character and staying connected with her customers creates a personalized shopping experience that reflects her spirit and vision for 40 Oak. It’s here that her passion for fashion and her commitment to her customers come together, offering a boutique experience that’s both trendy and welcoming.

A Future Wrapped in the Present

While the future might hold the possibility of another location mirroring the current boutique's charm, Alyson is content living in the moment, deeply appreciating the reality of being a business owner—a dream once just a fleeting thought. Her journey is marked not only by professional milestones but also personal trials. The most significant challenge came when she lost her mother to cancer at the age of 26. Nearly two decades later, the absence of her mother is still profoundly felt. Her mother’s strength and faith continue to inspire Alyson, fueling her resolve to overcome life’s challenges and pursue her passions.

This enduring inspiration played a crucial role in Alyson deciding to chase her dream of opening 40 Oak. She knew her mother would be proud of her for making that leap, and this belief has been a motivating force behind her success. Alyson's story serves as an inspiration, not just to her young children but to the entire community, illustrating that personal fulfillment and success are possible even in the face of adversity.

Beyond the Boutique: Alyson's Life in Somerset Hills

When not revolutionizing local fashion, Alyson can be found taking a high-energy cycle class at Life Time in Bridgewater or relaxing at the beach with a good book, her chair facing the calming waves—her peaceful place. This balance of a dynamic business life and serene personal moments epitomizes Alyson's approach to life and work.

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