Fashion with care: Spoiled Chics in Sewickley pampers its customers

There are times when we all need to feel special — just ask Cora DeLoia.

As the owner of Spoiled Chics in Sewickley, DeLoia said “customers are family.”

“Everyone is welcome here,” she said as she stood surrounded by clothing and accessories in her boutique on Beaver Street. “We will take care of everything and create a shopping experience to remember. We can offer specialized service that the big box stores can’t.”

The royal treatment begins when a customer walks through the door, said Cassie Montell of Baden, Beaver County.

“I love shopping here,” Montell said. “Cora will have something special just for you when you walk in the door because she knows what you like. There are so many times I come in here looking to buy something for someone else and I also end up buying something for myself, too.”

The desire to help others find clothing and accessories began when DeLoia and her sister, Carina Perrone, traveled from Pittsburgh to visit their two sisters and their parents in Texas and shopped while there.

When DeLoia and Perrone returned home, their friends admired their handbags and jewelry. So the sisters decided to start selling handbags and jewelry through home shopping parties. The business grew and they heard there was space available in Sewickley. They opened in 2003.

“It is about pulling the right outfit and accessories for a customer and helping them find what looks best on them,” DeLoia said. “This is such a fun business and we love being in Sewickley because it’s about the people and friends we have made here. Sewickley just has that vintage look and that small town Norman Rockwell feel.”

DeLoia said she strives to sell handbags, clothing and accessories made in the U.S. as well as support women-owned businesses, independent vendors and artisans. She forms relationships with brands and hosts trunk shows such as the current one with Cia Milano featuring coats and vests. Other designers include Save the Duck, Tribal, Suzy D London, Up! Pants, I Love Tyler Madison, Coco Y Club, Joh Apparel, Lysse, Clara Sunwoo, Brighton, Market of Stars, Echo, Charlie B, Uashmama and Hardwear By Renee.

DeLoia said her goal is to offer unique pieces like the bracelets designed and created by Elena Umbs, owner of Elena Michele Jewelry.

“I love the energy in this store,” said Umbs. “The minute I walked in it felt like home to me. We laugh and have a good time. Sewickley is wonderful because all of the businesses support each other.”

“Working here is like being at a party with all your friends,” said sales associate Beverly Bryan. “Cora is an amazing boss.”

Manager Melissa Doyle, who has worked there for 12 years, agreed. DeLoia is like a sister and so easy to be around, Doyle said. They are tag-team buddies and will step up for each other, Doyle said.

The store is a welcoming place for everyone, Doyle said.

“We really, really enjoy the customers whether they buy something or not,” said Doyle, who lives nearby. “They become our friends. It is a relaxed working atmosphere. I enjoy working there and love seeing all the customers.”

Doyle said when she and DeLoia travel on buying trips, they enjoy seeking out the best merchandise for their clients. DeLoia said on those trips she looks for what customers have asked about.

Doyle is so good with following up with customers, DeLoia said, and keeps things running smoothly.

Owning a business takes a village, DeLoia said, and her village is strong.

“One person can’t wear all the hats,” DeLoia said.

She said she has wonderful employees and is fortunate to have her husband, Randy, oversee the finances for the business, which leaves her time to curate the merchandise.

Her daughter Alex Lancianese, who was the marketing director for Explore Sewickley, helped her get started on social media. DeLoia’s niece Brooke Bamford helped with the store’s re-branding in 2014. .

DeLoia also suggests items for customers they might not choose for themselves. She said her vision is to start with neutrals and add pops of color or prints such as leopard or camouflage.

Winter white is on trend, she said.

“People who come in as customers often leave as friends,” DeLoia said. “We are inspired by our customers and when I am at market I think about them and what they like and ask for. It is all about taking care of the customer here at Spoiled Chics. And everyone likes to be taken care of every once in a while.”

For Sewickley’s Light Up Night on Dec. 6 the store will be open until 8 p.m. Spoiled Chics will offer hot apple cider with assorted liqueurs and other holiday treats and specials.

Spoiled Chics is located at 350 Beaver St. in Sewickley. Hours are 10 a.m. to 5 p.m. Monday, Tuesday, Wednesday, Friday and Saturday; 10 a.m. to 7 p.m. Thursday. Holiday hours begin Dec. 8 from 11 a.m. to 3 p.m. on Sundays, including Dec. 15 and 22.