Just Opened: Jumelle

The rebirth of Williamsburg is an old story, but when it comes to fashion boutiques, it seems like the renaissance has only just begun. In the past year the number of must-hit shops across the East River has grown rapidly, making Williamsburg one of the premier destinations in New York for adventurous clothing stores. Add to that list Jumelle, a smart and sparse women's boutique on Williamsburg's ever-changing Bedford Avenue.

Only a few months out of retirement as a television producer, Candice Waldron opened Jumelle just two weeks ago. But her vision of laid-back, fashionable women's clothes has already caught the eye of many locals. The co-mingling of vintage floral wallpaper and exposed brick makes for an inviting setting, and the color-coordinated racks of perfect summer gems make it even easier to linger. The selection hosts an abundance of modern staples: Steven Alan tuxedo shirts, high-waisted pants by Karen Walker, and classic denim with braiding detail by LA-based Grey Ant. Colors tend toward the muted and earthy (with the notable exception of a Sonia Rykiel sweater dress with multi-colored stripes and stars).

Easy-going dresses are another strength here with Jodi Arnold's we-want-everything Mint collection leading the way with a Southern belle-goes-to-Paris kind of charm (we're told the blue and gold strapless Bubble dress has been flying off the racks). Patch NYC bags handmade from African print fabric and rough linen and adorned with large wooden beads are tempting, and the Hyde SK bags might not be as immediately eye-catching but up close these hand-painted cotton canvas bags reveal a great sense of visual play with their trademark string of trinkets.

Former journalist Candice Waldron welcomes a bevy of inspired up-and-coming labels and fresh summer staples to her brand-new boutique on Brooklyn's Bedford Avenue.