Our Story

Our Story

Since its inception in 2009, Reign has been a beacon of style and sophistication, starting with our brick and mortar shop in Merrick, NY. Our initial offering comprised a curated selection of must-have styles that quickly garnered a loyal following.

As our customer base expanded, so did our physical presence in Merrick. With a growing demand for our products, we seized the opportunity to expand our store and product lines. Each season, our dedicated buyers scour the market to discover products that elevate the shopping experience at our sanctuary of style.

Fast forward to 2020 – a year etched in history for its unprecedented challenges. While many businesses faced uncertainty, our founder Wendy DaCosta saw it as an opportunity to pivot and adapt. Thus, reignboutique.com was born, marking our venture into the realm of e-commerce.

Wendy's vision for an online platform was met with enthusiasm from long-time friend and former Store Manager, Lauren Pizzimenti. Lauren's journey with Reign began at the young age of 16, and her passion for fashion and dedication to our brand made her the perfect partner for this new chapter.

Together, Wendy and Lauren embarked on a journey to translate the Reign experience into the digital realm, offering our signature style and exceptional customer service to a wider audience. 

From our roots in Merrick to our digital presence today, Reign remains committed to delivering unparalleled style and service. Join us on our journey as we continue to redefine the world of fashion, one stylish step at a time.

2009 Merrick Rd. Merrick NY 11566 516-442-2485

Follow us on Instagram @ReignBoutique for preview pics and access to amazing discounts.

We love our customers and we LOVE to see how you rock your Reign styles. Tag us on Instagram @reignboutique when you post a Reign look.