A simple idea has become a phenomenon thanks to Hazelnut Boutique New Jersey, one of the few retail concepts that appeals to both fashion-forward consumers and coffee lovers. When Jenna and Kimberly Campfield, twin sisters, founded the boutique in 2013, it was just a rack of clothing in their parents’ Farmingdale, New Jersey, house. With the opening of the first store in Belmar in 2014 and the second in Ramsey a year later, Kimberly solidified the Campfield sisters’ standing as fearless businesswomen.
Their business has changed dramatically over the last ten years, going from a small boutique to a hybrid brand that blends apparel, home décor, and café culture. Hazelnut Boutique stands out for its unique blending of lifestyles; in addition to perusing racks of carefully chosen clothing, customers share pastries, sip seasonal lattes, and frequently pose for photos in areas that resemble editorial shoots. Attracting a younger audience that values experiences just as much as material purchases has been made possible by this duality.
After a toddler unintentionally damaged a $1,600 marble table at the Hazelnut Café, the brand recently made national headlines and sparked a contentious online discussion. The story was widely covered by traditional media like Yahoo News and The New York Post, and it was amplified on social media by TikTokers who responded passionately. Even though controversies can be divisive, in this instance, the publicity greatly increased the boutique’s visibility, highlighting how easily retail brands can become well-known in today’s society.
Hazelnut Boutique New Jersey – Quick Profile
| Detail | Information |
|---|---|
| Business Name | Hazelnut Boutique & The Hazelnut Café |
| Founders | Jenna Campfield & Kimberly Campfield (Twin Sisters) |
| Founded | 2013 (First shop opened in Belmar, NJ, 2014) |
| Headquarters | Belmar, New Jersey |
| Locations | Belmar, Ramsey, Lavallette, Ship Bottom |
| Offerings | Women’s clothing, accessories, fine jewelry, vintage pieces, home décor, Hazel Brand exclusives, café with specialty drinks |
| Signature Concept | Shopping + Coffee Culture combined |
| Online Presence | Instagram (@hazel_boutique, 117k+ followers), TikTok, Facebook |
| Official Website | Hazel Boutique |
| Unique Angle | Blending fashion retail with a trendy café experience |
| Recent News | Viral incident over a $1,600 marble table at Hazelnut Café sparked media buzz |
The Hazel Boutique brand thrives on a refined look that works incredibly well for gaining online recognition. Instagram has more than 117,000 followers who interact with influencer partnerships, lifestyle content, and new arrivals. Whether it’s the debut of a new collection or photos of patrons sipping lattes while neon signs are in place, their posts frequently showcase incredibly clear brand storytelling. This particularly creative fusion of fashion and café culture is reminiscent of tactics used by international brands like Ralph Lauren, which incorporates lifestyle cafés into its retail identity in a few cities.
Industry watchers point out that Hazelnut Boutique capitalizes on the larger experiential retail movement. When combined with social media-friendly extras, such as coffee shops, individualized accessories, or neighborhood gatherings, traditional shopping experiences have significantly improved. In this way, the store is very adaptable, appealing to moms looking at home décor while drinking lavender matcha as well as college students looking for a chic sweatshirt. Even though Hazelnut Boutique’s clothing prices lean premium, this flexibility gives the impression that it is surprisingly affordable.
Influencers and celebrities have also been crucial in expanding its audience. Online users regularly share photos taken at Hazelnut Boutique, turning ordinary shopping excursions into aspirational material. This tactic has been incredibly successful in building a brand that feels approachable and aspirational. Similar to Glossier’s showroom locations or the growth of Alo Yoga cafés, Hazelnut Boutique seamlessly blends retail and lifestyle in a way that doesn’t feel forced.
However, not all reviews are positive, as is the case with any ambitious endeavor. Some Yelp reviews for the Lavallette location criticize the quality of matcha or lengthy lines during peak hours, while others point out unprofessional service and expensive drinks. However, even unfavorable reviews help generate online buzz for the brand. The boutique’s cultural relevance is in many ways reinforced by the divisive opinions; after all, companies that don’t evoke strong emotions are rarely able to maintain attention.
The Campfield sisters have remained resilient, handling praise and criticism with poise. They have very dependable business instincts, as evidenced by their ability to open four locations throughout New Jersey in less than ten years. With plans to open a fifth location, the trend is clearly on the rise. They have created a brand that speaks to a generation that is characterized by the aesthetics of social media, digital influence, and the desire for unique experiences.
Hazelnut Boutique is a symbol of the changing nature of retail and consumer behavior in a broader social context. Consumers are looking for immersive experiences where social interaction, personal style, and even a frothy latte come together, rather than just clothing racks. Boutiques like Hazel are reflecting the cultural need for connection, both online and offline, by establishing such spaces. It serves as a reminder that fashion retail is about creating a story that consumers can enter, drink from, and proudly share rather than just selling clothes.
