Popular Jersey City Clothing Boutique Opening Location in Newark

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One of Jersey City’s most chic clothing boutiques, SECÜR, is finding the silver lining out of 2020 and expanding to a new city just a short Path ride away. What started out as two friends looking to bring their stores to Newark, NJ, is quickly becoming an even larger community initiative. Keep reading to learn more about the new SECÜR location in Newark, and how the owner is looking to help the community as a whole. 

secur boutique

^ Keely  (Photo credit: @securbykbs)

The Backstory

Back in October 2020, boutique owner Keely Bembry saw the new Covid-19 reality as an opportunity to expand her growing empire. One of Keely’s long-time friends, Neffi Walker, was planning to open a home goods store in Newark. 

Neffi, a celebrity interior designer who originally had a home decor store in Jersey City, was planning to open her store, The Black Home in Newark. 

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As fate would have it, there just so happened to be an additional vacant storefront next door, and Neffi encouraged Keely to consider it as a second location for her clothing boutique. After some deep consideration, Keely negotiated and signed the lease in November 2020 for her second SECÜR boutique (apart from the SECÜR spot for men down the street from the flagship store in Jersey City). 

What to Expect

secur boutique

(Photo credit: @securbykbs)

Customers can expect the same top-tier service at the Newark SECÜR that they receive in Jersey City. As owner Keely put it, “You will be styled, not sold.” While you’ll likely see similar pieces at both stores, there are mainly plus sizes in Newark. Make sure to get over to this location soon, because since they’ve opened they “haven’t had a bad day,” Keely said. 

Keely keeps the inventory simple and ensures that the pieces she chooses will look good on everyone. Since Keely and the rest of the team can lend shoppers their expert design eye, there is no need to overwhelm with multiple racks to sift through. 

Choosing the clothes for Keely is an ever-changing experience. “I wake up every morning and feel like a different woman, and whichever woman I am, I shop for,” said Keely. “I am every woman, (so)…it’s more about the material, flow, and how the piece lays.”

She likes to think of choosing pieces for her Newark and Jersey City boutiques like choosing diamonds:  the color, cut, and clarity are important to creating the perfect piece for her customers. 

The Opening

SECÜR, as well as The Black Home, had their grand openings on June 19. The opening day was also Juneteenth, a federal holiday marking the emancipation of slaves in the U.S. 

Keely and Neffi , made the opening day into a five-block long block party complete with celebrity appearances and other local businesses setting up pop-up shops. 

Helping the Community

Keely and Neffi are looking to recruit other African American and minority business owners to come to Newark and help expand the community. “If we build up our community, then we don’t need to leave our community to feel welcome,” Keely said. 

See More: Interior Designers in Montclair + Beyond: Making Spaces into Homes

“If we are a better example for our children and they are coming up and watching us as business owners or whoever we may be…then it’s something beautiful that we are creating.” So far these women have been talking to other businessmen and women in the entertainment field to encourage them to find space in the Newark area. 

secur boutique

(Photo credit: @securbykbs)

Other Exciting Updates

Keely is always looking for ways to support the community. In fact, local designers and artists are able to rent out the Men’s store to use as a pop-up shop or place to exhibit work. The space can be transformed to support whatever the exhibitor needs: store merchandise can be moved, extra racks can be brought in, and the team can help the exhibitor tailor the experience to his or her individual needs.

Make sure to check out SECÜR’s new website to shop online if you can’t make it to one of the locations in Jersey City and Newark. To stay in the know about SECUR’s happenings, follow the shop on Instagram.


Written by:

Jean is a born and raised Jersey girl, currently calling Jersey City home. After leaving for school in Washington D.C. and a quick stint in Manhattan as a news producer, she just wanted to get back to her NJ roots across the river. As a new dog mom, Jean loves exploring new parks or discovering new towns City with her pup Kona and is always on the hunt for the latest restaurant opening or the hottest new business. When she’s not meandering the streets, you can find her grilling on her roof, sipping rose, and looking out over that beautiful skyline. Follow her on Instagram at @jeanthequeeen to stay up to date on her latest adventures.