While Christmas shopping last year, Page Castrodale ran from store to store, trying to find unique, interesting gifts for all the ladies in her life. But she’s putting an end to her gift-buying dilemma by filling her new boutique in Old Town Alexandria, Curated, with accessories and home goods for every woman.“I stocked the store with things I would want to buy for myself—or my mom,” says Castrodale.
After moving around for her husband’s career in the Navy, Castrodale, her husband, and their two young sons settled in Old Town Alexandria about a year ago. With a background in brand consulting and marketing, Castrodale was ready for a creative and professional outlet that would still allow her the flexibility to raise her boys.
“I had always dreamed of opening a boutique but thought it was one of those ‘maybe one day’ kind of dreams,” says Castrodale. “But then I realized that there really wasn’t a reason why I couldn’t try to make it happen now.”
The shop celebrated its grand opening on May 16 in a second-story space that’s across from Market Square in Old Town. “I knew I wanted to be in Old Town because I’ve seen how the small business community is thriving here, but also because I know the shoppers here really appreciate finding new, one-of-a-kind things like what I envisioned in Curated,” says Castrodale.
The shop, with its exposed brick walls and shelves of pretty vases, decor, and jewelry, could be a cousin of Anthropologie’s home section or the hand-selected smorgasbord at Salt & Sundry. Castrodale says she chose the products for her shop with millennial women in mind–those who want to invest in items that have an interesting story. The narrative behind Curated’s wares includes many products supplied by independent makers and designers, so those who shop at Curated can support multiple small businesses at once.
Along with her current stock, Castrodale plans to add items targeted at men and infants as well, and soon she will be launching an online store, so keep an eye on Curated for new offerings in the coming months.
In the meantime, visit the shop at 107 North Fairfax St. in Alexandria, and take a peek inside in the photos below.