Mary Cruz always dreamed of owning her own fashion business, proudly calling herself a “fashionista.” Throughout her life, Cruz has loved clothes and styling other people.
She began selling clothes and accessories on WhatsApp and Instagram during the COVID-19 pandemic. Her offerings are “universal,” with something for people of every age and a variety of shapes, colors, prints and designs.
Now Seraphina Fashion has opened a store front at 148 Humphrey Street in Swampscott.
“A lot of people that come in, they always talk about how we needed something like this,” Erika Perez, Cruz’s daughter said. “I think this was a great spot for us to do our business in.”
Cruz runs the store alongside her daughters, Perez and Alondra Acosta.The store is named after Cruz’s third daughter, Seraphina, who has autism which inspired the business’s color scheme. In the future, Perez said the family would like to give back to autism based groups.
Perez described the clothing as “unique,” with a variety of patterns and styles filling the space. Blazers, for example, lend a modest and classic feel to the buyer, but she said they also bring about a different style that might not be found elsewhere.
There’s pieces like a skirt and top that has pink, blue and orange flowers on it that Perez said she wore a few years ago on her birthday. There’s bigger, brighter prints on shirts but also more subtle pieces like a white, classy top. A pants-and-top combo features tan and white graphic shapes, tied together with a cinched waist belt.
Even the jeans stand out. One style is adorned with a print of tiny white bows along the legs.
The store bursts with a rainbow of colors, creating an inviting and vibrant atmosphere. Some pieces are even sparkly. Beyond clothes, Seraphina Fashion also carries some accessories.
“We want everybody of every age to come in here and find something that’s meant for them,” Perez said. “We want to make sure that it’s for every aesthetic.”
But the pieces are meant to be comfortable for all seasons.
“We try to make sure that each piece still caters to every season, regardless of the season. If it’s summer, I think we would still have fall and maybe winter clothing here,” Perez said. “We just want to make sure people are comfortable.”
Prices are intentionally reasonable, Perez noted, recognizing that many people can’t afford a $200 jacket or a $300 dress today.
Perez said the family hopes to share their fashion sense and passion with the community.
“I love seeing women in really nice clothing,” Cruz said, translated by her daughter. “I get joy when women come in here and they feel good about what they see, passionate about it.”
Seraphina Fashion is opened on Sundays from noon to 6 p.m.; Tuesday and Wednesday from 11 a.m. to 7 p.m.; and Thursday, Friday and Saturday from 10 a.m. to 7 p.m.
