Blooming Boutique, LLC

Mission Statement

Blooming Boutique is dedicated to providing unique, useful and affordable merchandise for women of all ages. Blooming Boutique will continue to provide superior customer service for everyone with fun always in mind.

Michiko Seto

Michiko Seto, a Jersey Shore native, founded Blooming Boutique. Michiko Seto spent many summers working in various types of small businesses and dreaming about owning a business of her own one day. Graduating from the University of Delaware with a Bachelor's Degree in Fashion Merchandising, Michiko Seto, obtained valuable experience working in management positions in retail, banking and direct sales. From summer jobs to post graduation experiences, the dream unfolded.

While on vacation in 2004, Michiko Seto happened upon some unique handbags and beach bags that were as pricey as they were beautiful. Being inspired, Michiko Seto designed beautiful, unique but affordable bags for her friends and family. Creatively, the bags progressed from silk flowers to adding various trim of beads, fringes, seashells and even changeable trims. The public began taking notice of the Blooming Bags. Seeing the opportunity for a business, Michiko Seto began looking for a place to sell her bags. Michiko Seto’s first Blooming Boutique location opened in August of 2006, in a small, 375 square foot space located at 107 W. Market Street in downtown Lewes, Delaware. It began with all different Blooming Bags and a few handbag accessories. Blooming Boutique was an immediate success and the customer demand prompted the opening of a store farther south. Michiko Seto opened the second Blooming Boutique in Rehoboth Beach in April, 2007. Here, a larger store, allowed for the expansion of products to include flip flops, hats, popcorn shirts and other handbags. Soon the Lewes store expanded to include another small place on Second Street. This third Blooming Boutique opened April, 2008. This store allowed for shoe lines and costume jewelry to be added. With growth flourishing, Michiko Seto was approached by the owner of a new Retail/Condo building being built in Bethany Beach. Seizing the opportunity to bring uniqueness south, Blooming Boutique in Bethany Beach opened May, 2009.

In July, 2009, Michiko Seto continued to grow her business. The two small Lewes stores were combined into one large store at 118 Second Street, Lewes, Delaware. Rehoboth Beach moved to 216A Rehoboth Avenue which was much more convenient for customers. The Bethany Beach store, already feeling very small, acquired the space next door, doubling its size. Blooming Boutique expanded their product lines to include a full range of handbags, shoes, clothing, jewelry, beads and accessories.