A Conversation with Shauna Natalie Pascucci
Probably the first thing you notice about Shauna Natalie Pascucci is the hat. She is the owner of Natalie’s Boutique in Dover, New Hampshire. “Natalie is my middle name,” she says. What she leaves out is that Natalie was also her great grandmother’s name, who may have spoiled her with one too many shopping sprees.
Though the Dover boutique has only been open for about a year, the business has been around since 2020 pre-pandemic. Initially an online venture, the business soon expanded to a consignment gift shop. “I had a two by seven table, and I kept expanding my space.” Shen then ventured into tradeshows as well as the occasional pop-up in her detached garage converted to boutique workspace.
Prior to the boutique, Shauna had been a hairstylist for seventeen years. I asked her why she started the boutique. “I just didn’t like doing hairdressing anymore, and I had a shopping problem and I turned it into a job.”
The boutique features a wide range of stylish apparel, with sizes ranging from small to 3XL. Shauna carefully selects items, often seeking brands that offer true-to-size fits, though she notes the challenges in finding full size runs. “The most expensive piece I’ve ever had in the store was a $100 sweater,” she recalls, emphasizing quality and comfort. “This thing was like a blanket. It was full-length. It was amazing”
My eye is drawn to a pile of cozy fuzzy slippers in the window.
“So my husband keeps our house at 66 degrees all year round. Even in the summer I am constantly walking around in these slippers.” And she’s worn all the colors. “Currently I have the white and blue,” she says. I ask if she has any large or extra-large that could potentially fit me—they look really comfortable. She says she’s sold out of all the large and only has medium and small left.
Her store is bright and happy with country music strumming in the background. The dressing room has ample space. Everything in the store Shauna personally owns and wears herself. A few women wander in as Shauna and I are talking. They browse and then wander back out.
Some days, the store is empty, stretches at a time. Other days, Natalie’s Boutique is packed. But some days too, Shauna says she wonders why she opened.
The store will have only been open a full year come this November, and the store is breaking even. “Hopefully, the word gets out enough that I can continue,” she says. Her goal is to do $10,000 in sales a month. Currently, she’s between four to five thousand a month. She has signed another year long lease. And though the Boutique has been around since 2020, the retail space is new venture, and Shuana is already at the halfway mark of her overall goal.
Sixty-eight dollar cardigans, a thirty dollar side snap sweatshirt. Eighteen dollars for a Brooklyn Skirt, twenty dollars for a Lindsay floral dress. And hats. Teddy bear ball caps, tweed and velour, cable knit beanies, and fur lined chenille pom poms. You can shop both online and in-store. The clothes, for the most part, are all inclusive, running from small to 3x. In the cases where a brand doesn’t run a full set of sizes, Shauna aims to bring in items that are at least similar in style. A few times, clothing came in that was not “true to size.”
“I won’t shop from those vendors again,” Shuana says. Trust in her product and her vendors is a high priority.
It’s, of course, not unusual for people to think Portsmouth or Newington first when considering shopping and entertainment choices. During the high beach season, if a Hampton tourist is caught in a rainy day, the go-to has been to send them to Portsmouth when they ask what the heck is there to do around here.
Another customer—Martha Bourke—strolls in. This is Martha’s first time at Natalie’s Boutique. “I went out shopping yesterday,” Martha says. “I went to Portsmouth, at least five different shops. I have a friend who’s getting married. I need gifts for her, I need wedding stuff for myself. And I’ve only been here twenty minutes, and I’ve already seen more for myself and for her.” Martha says she’ll be back, but she has to stay focused on the wedding and couldn’t get distracted. She eyeballed the fuzzy slippers pretty hard.
“I love putting together outfits,” Shauna says. “The products are what I love and am passionate about. I try to be all inclusive and I love helping women feel comfortable and confident. So hopefully that shows through to my customers.”
As Shauna prepares for the upcoming year, she invites everyone to stop by, discover something special, and join her in celebrating the joy of fashion that fits all shapes and sizes. After all, in her world, every piece is more than just clothing; it’s a chance for every woman to express herself and to feel her best.
