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'Top This' Ready to Take on Morristown

Women's clothing and accessory store opening soon at 62B South St.

If you're good at what you do, people will find you.

That is the mantra of Connie Hagelin, one-half owner of Top This, a new women's clothing and accessory boutique set to open soon at 62B South St., next to .

The location is not actually along the main business cooridor of Morristown, but on the other side. The first immediate benefit to that is there is plenty of parking, accessible via Pine Street.

Topping that, the space Connie–and her partner, daughter Christyn Hagelin–have leased since Oct. 1 had been unoccupied for over 10 years, helping reduce overall cost.

All these points will be important for Top This when it opens in the next couple weeks, as it joins a rapidly-expanding demographic. Two other boutiques––are tentatively set to open right next to each other on South Street. "The more people that build businesses, the more people will come," Connie Hagelin said.

A former vice president for Macy's at their Livingston location–and a 36-year Morris Township resident–Connie had first looked into starting a home furnishings business in Madison in 2006. At the time, she said, "Morristown wasn't ready."

However, that project did not materialize. Fast forward a few years, and the mother/daughter duo saw the seachange here, and wanted to get in on the ground floor.

"It is ready now and we are so proud and excited to be on the beginning of the curve," Connie said. "Morristown has the pulse, missing for so many years. I feel it and I want to be a part of it."

The idea for a woman's tops store (hence the name "Top This") came when the two were looking for appropriate tops to wear to an event, but were unable to locate any in town.

"It's impossible to find good clothes," said Christyn Hagelin, a former real estate agent.

And, the concept for Top This was born.

The two have since been absorbing the "ready to wear" market, conducting research by going to trade shows, keeping tabs on the latest trends, and simply living and breathing the industry, Connie said.

The former dirty rugs, concrete floors and drab colors in their business space have since been replaced with vibrant blues, a smooth wood floor and racks of clothes from such designers as BCBGMaxazria, Covet, Tolani, Roam and Om Girl. The latter two lines come from a clothing designer who once upon a time lived in the same neighborhood in Morris Township as the Hagelins.

While they were not prepared to throw numbers out, Connie Hagelin noted there are no longer small business loans, so everything in the store has been privately funded.

Despite the general risk of any business venture–especially one entirely self-bankrolled–Connie said their confidence is soaring, and they are ready to take on Morristown.

"We had a vision from the beginning, and we've worked really hard on the details," she said. "We're very proud of the end result."

For more information about Top This, located at 62B South St. (accessible from Pine Street), email Connie Hagelin at cjhagelin@shoptopthis.com or visit www.shoptopthis.com.

JessieLee Friedman December 07, 2011 at 01:49 PM
Can't wait to stop in! Hoping it's more affordable than the other "boutiques" in town!
France Delle Donne December 07, 2011 at 06:17 PM
Pretty, welcoming store, great selection of "tops" and accessories with good variety of price points. Check them out!
Stacey A Schlosser December 10, 2011 at 01:45 PM
Good luck to you on this brave and courageous endeavor. Glad to count you among the women owned businesses in Morristown. Can't wait to stop in.
Hammer1424 December 17, 2011 at 12:15 AM
Alot of effort put forth here and it shows! Take the time to drop by and browse through a variety of fashionable tops and accessories at great prices!
connie December 17, 2011 at 07:09 PM
Thank you all for your great feedback and please do check us out-- we have worked hard to buy a wide variety of price points and styles. As long time residents, we think we understand Morristown and customer feedback affirms this- they tell us they love the surprise of finding so many affordable yet fashionable items.

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