A lifestyle boutique has expanded to a second shop in the Town of St George, selling apparels, antiques and gifts.

Urban Cottage, which has its original store on Front Street, opened the doors to the new outlet in the east end last week.

Nicole Golden, owner of Urban Cottage saw the opportunity for the second location on Bridge Road, St George, and ran with it.

“The reason I decided to branch off is because I like the energy of Bridge House,” she said, referring to the 18th century home where the store is located.

Both shops have their own charm. Ms Golden said: “I like that Front Street has the urban concept, and I always wanted a store that was a cottage aspect.”

She believes the new outlet is more intimate and a good place for entertaining, and describes it as a concept store which is always evolving and keeping things fresh by selling locally designed products and a wide range of apparel and gifts.

“Everything is very curated. It’s not a volume of merchandise, it’s minimal. I don’t have sales in my stores. Here I am catering to antiques, furniture pieces, pillows and more. The Hamilton store will be mostly be focused on apparel.”

By featuring local products, such as teas, granola and Bermudian-made products, the store is more appealing to tourists who are interested in learning about Bermudian culture.

“It’s not just a store, most people who come here stay for a while. As soon as you walk in it tells a story on its own.”

Ms Golden decorated the boutique herself. On the walls are black and white photographs of Bermudian artists.

Urban Cottage has a unique flare, which led Ms Golden to be featured in magazines and caught the eye of international media NBC, and publications including Afar, Forbes and French Vanity Fair, which list her as a tastemaker and style maven.

She has a passion for the island and believes locals have plenty of talent that needs a platform to showcase.

“I aim to hire students who come back during breaks, I want to teach those who have a passion about the industry.”

For more information visit Urban Cottage’s Instagram page and Facebook @urbancottagebermuda, or call 296-3039.