Purethread women’s boutique opens on Shelter Island Heights

When shop owner Jill Heller first stepped inside what would become Purethread, a boutique offering women’s clothing and accessories on Shelter Island, she felt like she was walking into a dream she had envisioned. She fantasized “a room bathed in white, pristine and expansive, like a serene canvas surrounded by tranquil waters. And there it was, exactly as I had imagined,” she says of the dream store that became a reality.

Heller, of Sag Harbor, chose to open a shop on Shelter Island because of its central location between the Hamptons and the North Fork. The shop which opened in March is conveniently located near the entrance and exit to the North Ferry from Greenport. 

Purethread sells a variety of pieces, including knitwear made of cashmere and cotton, coats and jackets, shirts, skirts, loungewear, trousers, dresses, denim, and T-shirts, in addition to accessories like fine jewelry, bags, belts and scarves.

“I wanted to create a welcoming and inclusive environment where women could feel confident and empowered through their fashion choices,” she says.

Before owning Purethread, Heller owned and operated two other fashion boutiques. In the 1980s, she launched her first store, Chilly, on New York City’s Columbus Avenue, followed by another brick-and-mortar retail venture On the One, in Westchester County, from 2003 to 2007, which is now closed. Heller created Purethread as a home studio-based company in New York City, dedicated to curating fashion collections and providing styling services in 2009. . 

Throughout her career, Heller says she has been “deeply immersed in brick-and-mortar retailing,” focusing primarily on sustainable fashion, styling clients and women’s clothing.

Heller approaches her creative curation by putting herself in her customers shoes. “I ask myself, ‘What would I need to wear in my life?’ and ‘What am I preparing for?’ This mindset guides my selection process, ensuring that every piece resonates with the needs and lifestyles of my clients.”

Prices range from $100 to $5,000.

Purethread, 181 North Ferry Rd., 2nd floor, Suite C, Shelter Island Heights, 631-880-6420, purethread.com