After nearly six years as the owner of SHOOZE Contemporary Boutique, we’re about to make our biggest change yet. Since I took over in 2019 from Joanne Emanski, one of SHOOZE's original founders, you've been with us every step of the way. You supported us through the transition to an entirely online store during COVID when our doors were closed. You welcomed our men's department in 2020 as the pandemic surged, and you’ve seen us transform once again, adding a home department with Jane Alprine of Jane Leslie & Co., who entrusted us with her lines as she retired.

Now, after much reflection, it’s clear that our business has outgrown the name SHOOZE. It no longer reflects the diverse and evolving store we've become, leading to some confusion among the customers we aim to reach. After thoughtful discussions with Joanne and Jane, we’ve all agreed: it’s time for a new identity. Please join us in celebrating the unveiling of our new name and look!

Introducing Helen's Collective—a fusion of strong women’s visions and achievements, and a tribute to the legacies they’ve built. My name is Tara Mugford Wilson, and Helen Walowiak Mugford, my paternal grandmother, inspired our new name.

Born in Wilkes-Barre on May 20, 1908, Helen defied the norms of her generation, working as a dressmaker and hand finisher at Leslie Fay for over 30 years. Her dedication allowed her to send my father to Wilkes University and then Penn State, where he earned a degree in Mechanical Engineering, becoming the first in our family to attend college.

Although I never met my grandfather, who passed away before I was born, my grandmother led a full and independent life until her passing at 84 in October 1992. She joined us for Sunday dinners, always bringing dessert, and taught me how to tend to her rose bushes and tomato plants. Her love of gardening sparked my own passion for roses, perennials, and an extensive vegetable garden. Helen was a legendary baker, known for her cheesecakes, Welsh cakes, chocolate chip, gingerbread, and butter cookies. Her Christmas cookie trays remain fond memories for many.

I’m fortunate to be the keeper of her cherished recipe book and cookie cutters, and I still enjoy recreating some of our family's favorite treats. My admiration for her runs deep, just as it does for the women who’ve entrusted me with their visions and hard work. Naming the store Helen’s Collective feels like the perfect way to honor her legacy and carry it forward in the community we love.

Helen, along with my Nana, Mary, and my mother, Cathy (Mary Catherine), set a remarkable example for my sisters and me, demonstrating kindness, compassion, a strong work ethic, love, and the importance of family. My mother, Cathy, was the original retailer in our family. She owned Country Traditions in Dallas with a partner, and I have fond memories of working the register during the holidays and accompanying her to market—experiences that serve me well as I steer this new chapter. My mom even came out of retirement to help set up the home department once renovations were complete.

I’m beyond excited to start this new chapter, and I hope you’ll continue to support us as we embark on this new venture with a new name. We look forward to welcoming you to Helen’s Collective, where you can expect the same personalized service you've always received from our team.
All the best,
Tara