Waterlily began in 2007 with two friends, a shared love of fashion, and a dream of opening a boutique by the beach. As FIT graduates with roots at Free People, we knew we wanted to create something of our own — a shop filled with beautiful, effortless pieces that made getting dressed feel fun.
Nearly 20 years later, that little dream has grown into three boutiques along the Jersey Shore, in Spring Lake, Manasquan, and Bay Head. And somewhere along the way, life happened! We both became moms to two boys each, who practically grew up in our shops. From babies tagging along to work to little boys playing behind the counter, Waterlily has always been as much a part of our families as it has been our business.
One of the sweetest surprises has been getting to watch our customers grow up right alongside us. Little girls who once came in holding their moms' hands are now coming back with babies of their own. We've shared so many milestones, watched families grow, and made friendships that go far beyond shopping. Being a small part of those stories is something we never could have imagined when we first opened our doors.
Through all the changes, our love for discovering special brands, mixing unexpected pieces, and helping women find something they absolutely love has stayed the same.
We believe great style should feel easy, personal, and a little adventurous. Our collections are thoughtfully curated with a mix of laid-back coastal favorites, feminine details, and unique finds from designers we love. Whether you're shopping for a beach vacation, a special occasion, or just because, we hope you always find a little something that makes you happy.
And the best part of it all? The friendships we've made along the way — with our customers, our team, and the incredible brands we work with. So many of you have been part of our journey for years, and we've loved watching your families grow right alongside ours.
We originally thought opening shops by the beach would mean leisurely bike rides to work and lunch breaks in the sand. Turns out, running a boutique (and raising our boys!) is a little busier than that. But we wouldn't trade it for anything.
Thanks for growing with us and being part of our story. We're so happy you're here!
With love,
Abbey & Catherine
Waterlily | Spring Lake • Manasquan • Bay Head
