PHOTO PROVIDED Items for sale at Shali Rose Co. Boutique and Jem Medical Piercing.

In a world of stereotypes, finding clothing that fits just right and boosts confidence can be a near impossibility, but for Ali Wileman, of Shali Rose Co., providing that service to local women and mothers is a challenge she met head on.

“I wanted to be able to raise our kids while they were young, and not be putting them in constant daycare or childcare,” said Wileman, who was working as a full-time ICU RN at the time the idea for the store began to formulate.

Shali Rose Co. Boutique, 217B Broad St., Montoursville, opened in 2019, utilizing Wileman, her husband, Shane and daughter, Rose, to create its moniker.

“My mom had a big craft store that I grew up in, so she was a big influence because she had that small business experience, which kind of helped me into starting this,” Wileman said.

“The biggest reason I went for clothing was because I was never your stereotypical model size, and I always struggled finding clothes that were comfortable, but still cute,” Wileman explained.

“My biggest thing is textures and how things fit on the body. I want people to feel good about what they’re wearing,” she said, noting that her customers range from teens to those in their 70s and 80s.

“I have one lady that comes in every couple of weeks with her walker, but then I have people that are my age, in they’re 30’s, so I think it’s kind of cool that the styles and quality of the clothing I bring in is so versatile for the age groups that are going to wear it,” Wileman said.

A brand Wileman is particularly proud to offer is that of the Judy Blue Jean Co.

“Judy Blue Denim is the one jean that literally contours to every figure you have. They fit every woman perfectly, and they have this amazing stretch and comfort that they just instantly boost your confidence when you put them on because you’re comfortable in them,” she said of the brand.

“When someone gets in a new pair of denim and truly feels that it’s possible to be comfortable in jeans, they’re more inclined to really enjoy tops that they’re picking out as well, especially moms, because we carry most of our weight in our midsection, so when I have a good pair of jeans on that, I really feel not only secure in, but super comfortable, I’m more inclined to pick out an overall cute outfit,” Wileman said.

“I carry tons of styles from skinny to wide leg, crops, boot cuts, boyfriend fit, all of the styles,” she said.

Wileman stressed that sizing across all of the clothing in her shop are consistent, whether it be dresses, shirts, sweaters or anything else.

“Most of my stuff runs a little big and they’re very stretchy, so women can size down and it feels good to see a lower number on your clothing,” she said.

Shali Rose Co. also boasts a wide variety of children’s clothing.

“We carry bamboo jammies and twirl dresses and baby gifts and outfits that are going to last, that are good quality, that aren’t necessarily the things that you’re going to find at Kohl’s, Walmart or Target. I try to bring in things that are different, that are unique, that are something that is quirky but cute,” Wileman said.

“I always try to emphasize that this is probably one of the most kid friendly stores that you’re going to find. My store is like a safe place for moms,” Wileman added.

Over the summer, Wileman added yet another service to her store’s roster, pediatric ear piercing.

While looking for a practice to pierce her three-year-old’s ears, she came across Blomdahl USA, a medical ear piercing company that requires its dealers to hold an RN Physician certification, something that was a perfect fit for Wileman.

JEM Medical Piercing, named after their children Jack and Emma, was Wileman’s answer to that search.

“I’ll pierce two to three months and up. I prefer them to have at least their first round of vaccines before they come in, but they’re not required. I trust a mom’s judgment,” she said.

Blomdahl’s equipment is the result of a collaboration between a dermatologist and a physician, Wileman said.

“The studs are a little bit longer, which allows them to shift independently in the ear, where typical piercings, you’d have to twirl the backs, because they can get embedded in the back of the ear, and it kind of delays the healing,” she explained, adding that the gauge is bigger than typical earring studs to allow for better healing when switching them out at six weeks.

“They offer medical grade plastic and medical grade titanium options, and their jewelry is 100% nickel free. They’re manufactured in a plant where they manufacture sterile implants,” Wileman said.

To help those children that are a bit timid, Wileman offers “bears with super powers” that give them strength and certificates once the piercing is finished.

With Christmas right around the corner, Wileman is gearing up for her third annual men’s night event.

“Ladies can come in or go to our website and make a list, and my husband usually runs the register, and we do free gift wrapping gift bags, and have beer for the guys so that they can come in and pick out something that she picked out without her knowing the exact item,” she explained.

Originally from Mifflin County, Wileman and her husband met while both were attending Pennsylvania College of Technology, and despite originally planning to move to Lancaster, fell in love with Montoursville, something she strives to express through her boutique.

“I want everyone to know that it’s a safe place, where anyone is welcome. I want them to feel comfortable the moment they come in the door,” she said.

“If they feel comfortable independently, shopping, that’s great, but if they want my help, I’m here to help them find something that they truly feel beautiful in,” Wileman said.

“If someone is looking for somewhere that they can find clothes that fit them comfortably and they feel good in, then I would love for them to stop by and help them,” she said.

For more information about Shali Rose Co. Boutique and JEM Medical Piercing, please visit their website at www.shaliroseco.myshopify.com or across social media.