Thread and Root

While shopping seems to be a love language between many mothers and daughters, Barbara and daughter Leah Kelleher have taken things to a new level. The duo launched Thread and Root, a clothing boutique with locations in Cape May Court House and Cape May, in November 2019.

“I graduated college with a health science major and worked retail throughout my college years, and just loved it,” says Leah Kelleher. “My mom worked in retail a long time ago and she loved it. And we both always loved clothes. I mean, I’m one of four girls, so she’s always dressed us. Shopping has been one of our bonding things.”

Rather than pursue a job in health care, Leah—along with Barbara—pivoted to fashion retail. And they’ve never looked back.

The goal was to start as a simple mobile boutique. That plan quickly morphed into two full-fledged brick-and-mortar stores. Tucked away along Route 9 in Middle Township, with a second location on Liberty Way in Cape May, Thread and Root has become a veritable hidden gem and is making big—and somewhat surprising—waves in the local fashion scene. The boutique has quickly become a go-to spot for eclectic, casual styles with a touch of unconventionality, as well as for those looking for a break from the standard off-shore big-box shopping locales like HomeGoods and Marshalls. Thread and Root is the perfect alternative.

“I definitely think people thought we were crazy, especially with a clothing store,” says Leah, about their initial idea. “You have your clothing stores on the islands that are very seasonal and they’re usually at a higher price point. But we knew if we moved into the location where we’re at that we wanted to make the price point reasonable for local working families.”

Unlike some of the expensive boutiques of the island—$900 caftan, anyone?—Thread and Root sticks to a mid-range price point, with most items in the store available from $40 to $100, providing lots of options to the local community without compromising on quality or style. Their focus on affordable yet fashionable clothing has become a beacon to those seeking alternatives to super high-priced boutiques or mass-market produced goods.

But it’s not just the sweet price point that keeps people flocking to Thread and Root. They’ve got an amazing selection of items packed into their two locations, although the Court House location is significantly larger than the Cape May store.

“My mom and I both have very casual, funky, eclectic styles. We’re basically like twins, and our style is very similar,” says Leah. “You have to shop for your demographic. Thank goodness, we both grew up here so we know what everyone is wearing and how functional it should be.”

Function doesn’t mean utilitarian, however; there’s a great selection of everything from blouses, sweaters, and jeans to dresses, heels, and coats here, from brands like Z Supply, Free People, and Kut from the Kloth. And unlike other small boutiques, Thread and Root appeals to a wide age range.

“My mom and I being 30 years apart has helped us appeal to multiple decades,” says Leah. “So, a 20-something can come in here and shop for her day-to-day basics and love what she gets and have those pieces for years. Then there are women my mom’s age or older, who could be in their 60s or 70s that can find the same thing.”

It’s something that is really emphasized on their social media. Instead of seeing a young person wearing all the clothes, customers of Thread and Root get to see multiple ages style their outfits.

“At first, my mom wasn’t really comfortable getting in front of the camera,” says Leah, about their social media activity. “But now she is, and I have seen a huge response. You don’t usually see women above a certain age trying on clothes, telling you how to style something. And I think that’s needed. We do have women that sometimes walk into the store and they’re like, ‘this is too young for us.’ And when I tell them that my 57-year-old mother wears it, they’re like, ‘oh, maybe I can wear that.’ I think her touch has a lot to do with our success.”

And as much as their brick-and-mortar stores are successful—the Court House location even has a permanent sale section in their mobile unit, which is parked on the premises—one of the key components to the success of this shop is their online world. With a robust online store available for shoppers, as well as their bustling social media presence, Thread and Root has managed to survive and even thrive where others haven’t.

“Cape May is such a transient place seasonally, with people coming from all over. And they’ll ask if we’re online,” says Leah. “So, if you order things online, you can have an option to pick them up in either location, or have it shipped to you.”

Between that, and their huge selection of loungewear—which is all almost anyone was wearing during the height of the pandemic—Thread and Root managed to survive a three-month COVID shutdown less than a year after opening. Their combined efforts and engaging content have helped them attract local regular customers as well as seasonal tourists who stumble upon one of their stores.

“Social media has been a huge part of our growth. It’s not just about showcasing our clothes but also about connecting with our customers, understanding their needs, and engaging with them beyond the store walls,” says Leah. “Our goal is to make every person who interacts with us feel like they’re part of our extended family, whether they’re here for a season or a lifetime.”

Working together isn’t just a mom-and-daughter partnership for Leah and Barbara; it’s a testament to their ability to complement each other’s strengths and embark on new challenges that support their shared passion. Their relationship—both personal and professional—has created a harmonious balance that resonates throughout both locations of Thread and Root, creating an environment that’s as much about connection as it is about clothes.