Joan Shepp, the high-end women’s boutique in Philadelphia, plans to open its new store today at 1905 Walnut Street, overlooking the historic Rittenhouse Square Park.

For 54 years, Joan Shepp has made its mark on Philadelphia and put the city on the map as a luxury shopping destination.

Joan Shepp herself founded the eponymous retailer in Lafayette Hill, Pa. in 1971 and moved the store to Center City, Philadelphia in 1999. The store was relocated to a two-story location at 1616 Walnut Street until 2014 when it moved most recently to 1811 Chestnut Street.

The location, which measures 4,000 square feet over two floors, is smaller than the Chestnut location, which had about 7,500 square feet of floor space but it was like a maze, with different rooms and floors. “This is big open space on two floors,” said Ellen Shepp, who joined the business in 1984 and owns the store with her mother, Joan Shepp. The store features a much more intimate layout.

Discussing the impetus for the move, Ellen Shepp explained that they had an 11-year lease and they started looking around. This building that’s been empty for many years became available, and a friend suggested they go see it.

“It was a dream come true. It really felt like somebody was giving us this gift of this slightly smaller space, because we were coming from a very large space. It’s on the park and back on Walnut Street, and there are so many new restaurants and spas, right on our two blocks, so it just couldn’t have been an easier decision,” said Ellen Shepp, speaking via Zoom alongside her mother.

The space, which is two and a half blocks from the former location, has great lighting and it’s across from Rittenhouse Park, where they have events on Saturdays and sell fruits and vegetables, said Joan Shepp. There are also art shows at least four times a year and there’s a ball every year in the park.

The new store’s decor has an Art Deco vibe, in black, white and gray, along with gold brass, and surprise areas of color. The first floor features European collections and a lot of accessories, shoes and art and gifts, while the second floor has more casual “cool girl” clothing, casual shoes and more gifts. There are four dressing rooms downstairs and one upstairs, and several seating areas that make it warm and more comfortable for families shopping together. Joan Shepp donated her collection of vintage posters which she’s collected over her lifetime for the opening.

Describing how this store will differ from the prior one, Ellen Shepp said, “We’ve morphed in many directions. My mother’s always been a master of changing and morphing the business as the landscape changes. So it’s more of a concept store where we are opening a Fornisetti area, like a shop-in-shop, and more gifts, and new collections are a little more customized for the opportunity for new customers on Rittenhouse,” along with others. She said they’re bringing in some younger lines and “more tailored collections, but not boring.”

“The DNA is Joan Shepp and it’s very individual and creative, and it is definitely about being comfortable in your style,” said Ellen Shepp.

Joan Shepp has developed a reputation not just for designer clothing but as a place to build community and relationships.

When asked who their target customer is these days, Ellen Shepp said it’s a hard question. “We have a customer who was 30 years old when they started shopping at Joan Shepp and they’re now 84 years old. We have the most amazing, very fashionable older customer and we have the arty customer and the working girl and the young, stylish girl who buys important pieces,” said Ellen Shepp. She said they carry an assortment of prices so for example, the jacket and vest might be expensive, but the scarf, top or pants are not.

At the store, Joan Shepp will introduce new departments, including a specialized gift shop with one-of-a-kind gift items and home decor. The shop will also carry vintage clothing at different prices, which they have always done. “Also accessories, we’ve gone bananas. It’s always been mom’s favorite,” said Ellen Shepp. “We do accessories that people never saw before or knew existed,” she said.

Ellen Shepp said the store has a website and its online business is growing, and getting better all the time. She said the website is used a lot for research, and customers see an item online they like and go to the store to try it on in person.

Among the top apparel collections that will make the move to the shop are Acne Studios, Ann Demeulemeester, Balenciaga, Comme des Garçons, Dries Van Noten, Dusan, Etro, Extreme Cashmere, Faliero Sarti, Issey Miyake, MM6 Maison Margiela, Moschino, Nili Lotan and Sacai. New lines for the opening that are exclusive to Joan Shepp in the Philadelphia area include Aspesi, Larroude shoes, Ronny Kobo and Rosa Maria Jewelry.

Ellen Shepp said some of their employees have been with them for two years, but others have been there over 40 years. Joan Shepp said they train their employees to make sure their customers don’t look like each other if they’re buying the same things, and that they put looks together that are different for everyone.

Ellen Shepp said she does the bulk of the buying, and her mother handles the accessories “and helps me with her expert opinion.” Ellen Shepp goes to Europe on buying trips four times a year and brings two of her main salespeople with her to get their perspective. One has been with the store 27 years and the other, 15 years.

Looking ahead to fall, Ellen Shepp noted she’s excited about the collections and especially the colors that are coming out this season. “They’re really fresh and new. Burgundy and brown used to be old lady colors, and now they are the most exciting. Nobody has too much brown or burgundy in their wardrobes. They shaded them so cool. Boots this year were exceptionally good this year…the coats this year. Everybody really gave 100 percent. Because we were moving into a new store when we did they buy, we made sure, ‘is this freaking amazing?’ Because if it’s not we’re not buying it. We were extra discerning.”

“The jewelry game is over the top at every price point,” Ellen Shepp added.

She said that Roche Bobois, the furniture company, partnered with the store to do the furniture.

Events are a key way to build community. The store hosts designer appearances and celebrates Black History Month. It hosts an event called Women of Substance and Style, which they have been doing for 24 years. They honor between 20 and 30 women a year, who get a certificate and an opportunity to speak. The donates a percentage of sales to many different organizations such as children’s charities and hospitals.

Asked how they’ve managed to compete with the proliferation of online shopping, Ellen Shepp said, “There are not that many stores that have been around so long. We’ve been doing what we’ve always done. Our customers are our friends, and we care about how they feel. They come in upset and leave happier.

“A lot of people who used to shop online and fall into our store never realize how fun shopping is, and always was. We have drinks and food, and the whole thing is an experience. It’s kind of old fashioned, but yet it just seems like this is what people get really excited about. With all the changes in the world, the happiness is food, shopping, family and friends. Fortunately for us, we’re one of them,” said Ellen Shepp.