By Lauren Holstein

Fashion, femininity, and friendships. Those three core values helped TaraLynn Vitollo, owner of Olcott Squared, a women’s fashion boutique located in Bernardsville, turn her dreams into a reality. 

Since opening in February of 2022, Vitollo ensures her boutique is the spot for all your shopping needs. “I always wanted to create a space that felt like walking into my closet, for that moment when a friend wants to borrow your outfit because they love it so much,” says Vitollo. To accomplish this, her boutique holds a range of styles and accessories at different price points to meet your needs for any shopping occasion. “I don't like to stay in one lane myself. I think it’s more fun that way. I’m more 90s punk, but I mean, who doesn't love Chanel?” Popular brands include ASTR The Label, Commando®, Suburban Riot, Sage The Label, Juicy Couture, and Sundry. She also carries a range of denim for under $150, such as LTJ and Hidden, and accessories that can range up to $600. Some favorites include FiveAndTwo Jewelry and Sex and The City's coveted brand, Streets Ahead.

“Every day we are changing around the floor plan and adding new merchandise. It’s so fun for me. You never know what you’re going to see when you come in. I hope and believe people are going to like it!,” says Vitollo. 

Her clear vision for a brick-and-mortar store, where you can shop in person today, took years of planning before becoming a reality. Having grown up in the NYC Borough of Staten Island, Vitollo is a city girl turned Jersey girl who was instantly charmed by the downtown area and walkability that Bernardsville's Olcott Square had to offer. Vitollo worked for brands such as Fendi, Betsy Johnson, Karen Millen, and Juicy Couture. Following a career in the fashion industry, TaraLynn and her husband moved to the area to grow their family. “I had become a mom and moved to Bernardsville. In the back of my mind, I had always wanted to open a boutique, but then the pandemic happened.” Using her previous fashion experience, in January of 2018, Vitollo started her business as an online venture. In 2020, her success grew into a co-op opportunity with B Boutique owner Christina Gianni, where the two owners shared space under one roof. “The collaboration was the perfect timing and the silver lining of COVID – Two women getting together to get creative and remain successful through the pandemic,” says Vitollo." 

"I noticed people really enjoyed touching merchandise, and items became so in demand," explains Vitollo. It soon became time for her to look for her own location, and luckily, she had plenty of support along the way. “Another female business owner and friend, Debbie Fragna of 688 Boutique in Warren, inspired me to take the ideas off the page and open my store." When the space became available in the heart of Bernardsville, her family also gave their blessings to open up Olcott's doors. "Above all, I'm a wife to my loving husband, Michael, and a mother to our three boys, Vincent (8), Joseph(5), and Mikey(3). Their support means everything to me. I strive every day to make them proud."

Now that Vitollo is settled into her location, she is considering expanding into menswear, swimwear, and maybe some funky decor. "I want to keep evolving and maybe even add another location!"

Olcott Squared has new styles and sales going on weekly. Stop by any time to say hello to TaraLynn and browse her new “Spring Line”. She also collaborates with local businesses for wine tastings, skincare, and botox events. Follow on Instagram @shopolcott to shop the square 24/7 online and sign up for their newsletter to learn the latest.