Business Spotlight: Shaw's Beauties

Shaw's Beauties at 2708 W Girard is a women's boutique with deep ties to the neighborhood. 

Yolanda Novoa, owner of the new boutique Shaw’s Beauties at 2708 W Girard, has a long history with Brewerytown. She grew up coming to the neighborhood to stay with her grandparents who lived at 28th and Master. In the nineties, she owned a clothing store for five years on Girard Avenue, at what is now Crime and Punishment Brewing Company. 

In many ways, opening Shaw’s Beauties in November was a full circle moment. Yolanda’s son designed the store’s sign to show exactly that–a young girl returning to the neighborhood that helped raise her. As she sits in her new boutique and looks across the street at the building that used to be her former store, she can’t help but reflect on the journey that has gotten her here. 

Yolanda’s career in the fashion industry began as a model. She walked in runway shows and modeled in magazines. From there, she transitioned to the retail side, starting in the boutique business on South Street before moving up to Girard Avenue in the nineties. 

Her favorite aspect of owning a clothing store is buying and curating her selection. She puts tremendous effort and pride into her storefront windows and changes the displays weekly to show the diversity of items in the store. 

For Yolanda, community is at the center of her businesses. She has a background as a mental health therapist and still practices part time. She sees a similarity between therapists and business owners because both professions are about relationships and “meeting people where they’re at.”

At Shaw’s Beauties, she’s proud of providing quality merchandise to the community at affordable prices. In addition to clothing, the store has jewelry, handbags, and Yolanda’s own brand: Shawqui’s Concept. Shawqui’s Concept is a beauty line that Yolanda started at her previous store and brought back with the opening of Shaw’s Beauties. Shawqui is Yolanda’s middle name and the origin of the Shaw’s Beauties name. Her product line includes body cream, body oil, body scrub, and lip gloss. 

Stop by Shaw’s Beauties at 2708 W Girard from 11-7 Tuesday-Friday and 11-6 on Saturday to check out their clothing, accessories, and unique beauty products. “You can take your time, no pressure and look and see if something meets your need,” Yolanda says. “If not, just come in and say hello!” 

Don’t forget: teachers, city workers, and health professionals receive 10-15% off at checkout.