There’s a world of influences, designs and sources within House of 29 Lifestyle Boutique by Sarah.
The sophisticated Chappaqua destination for fine and fashion jewelry, clothing and accessories has a definite point of view.
But what it doesn’t have is even a hint of pretension.
Here it’s all about a warm welcome, a relaxed atmosphere and exceptional customer service.
That’s by design, says owner Sarah Mass David.
“There’s no charge at the door,” she says with an engaging laugh. “We want people to come in and look.”
When they do, they’ll see countless examples of standout designs that manage to straddle the line between timeless and edgy.
It’s all the result of a team effort, or more precisely, a family effort.
Though business cards may list specific jobs — Sarah’s mother, Arlene Mass, is billed as the sales and business specialist, while her sister, Lily Mass, is the web store developer, marketing and PR specialist — everyone does a bit of everything.
“I don’t know if we have roles,” Sarah says. “We know what we’re (each) better at.”
And one of those things is working together.
“We all buy together. We all have to agree,” Sarah says.
House of 29 is dedicated to showcasing selections not found in every other shop. The trio handpick every item they carry, emphasizing up-and-coming designers and unexpected finds.
With the women representing three different decades, they each bring their own strengths and experiences to the mix, creating a staff that customers of all ages can relate to.
A full half of the shop is dedicated to fine jewelry, but as Sarah has said, it’s a modern — not traditional — jewelry store.
Creations range from pieces by award-winning Israeli designer Yossi Harari to works by Holly Dyment, a onetime Toronto interior decorator who regularly travels to India to oversee the creation of her collection that includes rings with evil eye, skull and lip motifs.
“She tries to make everything whimsical, but they’re also very well made,” Sarah says. “We try to educate our customer. Jewelry can be fun and still well made.”
Elasticized bracelets take an elegant spin with faceted stones in works by Los Angeles-based Sydney Evan. Italian designer Carolina Bucci, now based in London, creates “lucky bracelets” that take the friendship-bracelet tradition to luxurious new heights, while Kismet by Milka, from Turkey, offers unique pieces in what the designer calls “pink gold.”
“It pretty much goes with every skin tone,” Sarah notes of the rose-gold creations.
Throughout, as Lily adds, “It’s fine jewelry, redefined.”
But even the fashion jewelry here stands apart from the crowd, in, for example, designs by Anton Heunis that feature vintage stones and are handmade in Madrid.
“Originally, we just wanted to carry jewelry,” Sarah says. “We said, ‘You know what? We love clothing, too.’”
So House of 29 offers a well-edited selection, starting with leather jackets from VEDA.
It’s a look Sarah calls “city chic that the suburban mom can still wear.”
They had a feeling the item would connect.
“We got it in and we sold it out in a week.”
Now it’s a staple.
Other popular picks, she adds, include styles by David Lerner, “known for what we call his luxe leggings,” and George Loves, featuring hand-painted fashions.
“Each one of his pieces is one of a kind,” Sarah notes, with Lily adding, “It’s about no more boring basics.”
Also, adds Arlene, what they offer — including advice — helps people see they can “get out of their comfort zone.”
Customers seem to appreciate all that’s going on at House of 29.
Lori Fromm, a media executive with Glamour magazine, is not only a loyal customer, but longtime neighbor of the Mass family.
“She’s always had a flair for fashion,” Fromm says of Sarah during a visit on a recent afternoon. “She just always had a sense of style. I’m just so impressed she had the courage to do this.”
For Sarah, who grew up in town, House of 29 was almost destined to happen.
“We love fashion,” she says. “We come from a history in fashion. We had just always wanted to open our own store.”
Sarah, who studied film and television, finally gave in to the field she grew up around: Her father, Alan Mass, spent 30 years in the fashion business. (And if the family connection weren’t strong enough already, Sarah shares that it was her husband, Gal David, who tapped his construction expertise to spearhead the creation of the sleek, black-and-white interior with bold red accents).
Today, with House of 29 just marking its first anniversary, Sarah says she still gets asked about the shop’s name, which she happily shares is a tribute to both the fashion houses of history and a nod to her birth date.
Shopping at House of 29 is designed to help you recreate that wonderful way you feel on your birthday or other special day.
As Sarah says, “It’s about finding something in the store that makes you, you.”
As the boutique’s motto says, “We do not stop until we find your perfect want. Your 29.”
And what woman doesn’t want to feel 29?
House of 29 Lifestyle Boutique by Sarah is at 39 S. Greeley Ave. in Chappaqua. Call 914-861-2928 or follow on Facebook or Instagram.
