who we are

In May of 1988, Dani-L Boutique was opened by my mom (Bobbi) and I in Normandy Beach, NJ. Having spent summers at the family home on the Bay, getting married and teaching locally in Lavallette, Normandy is HOME and where my heart lies. 

Being a Mother/Daughter team - we worked well together for many years, always on the hunt to bring back carefully selected pieces. Both of us loved fashion and helping others find their own personal style.  Bobbi was an exceptional buyer with a love for sewing and textiles.  Not sure exactly what my strengths were at 23 years old, but Mom pushed and said "We can do this, where there's a will, there's a way" and that's where it all began.

Bobbi opened another store in Bay Head, NJ called Color Me Casual and the two boutiques shared a crossover of friends and loyal customers for many years.  Often we sent customers back and forth between the locations.  Both offered "great stuff" but each catered to a slightly different clientele. Many times we met on Rt 35 in order to fulfill a special customer request by swapping merchandise.

Fast forward 10 years - Mom moved her boutique to year round in Red Bank and I was relocated numerous times due to my husband's profession. I continue to return "home" to Normandy each summer season to operate my boutique and carry on the tradition of selling unique items. Our collections include ready-to-wear clothing, accessories, jewelry, and gifts.

Join us for our 34th year! 

​2018 was a very special year for Dani-L - as we celebrated our 30th Year Anniversary.  Having overcome Sandy and her devastation, we are happy to be rebuilt and bursting with different and fun collections.  Please 'Like Us' on Facebook or let us know you'd like to join our email list on the contact us page.  We will continue our celebration throughout 2021! Stop by or contact us for information on our special sales and promotions, Ladies Events, Fashion Shows, Vendor Nights and fundraisers to give back to our local community.