Rumours, a Teen Clothing Store, to Open on Swarthmore in August

Rumours, a new teen clothing store, is set to open in the former Palisades Camera Store on Swarthmore at the beginning of August. Partners Ivy Greene and CeCe Dean recently signed a three-year lease on the1,000 sq.-ft.-space and are paying for a new interior paint job, new flooring, skylights and other cosmetic improvements that will give the store a fresh look. According to Dean, because the building is owned by a multi-family trust known as Palisades Partners, it took a while for the lease to be signed. But she and Greene were treated fairly in their negotiations, Dean said. “Our clothes will be reasonably priced, so that teens can buy something using their allowance,” Dean explained, and Greene added: “We plan to target the 10-20-year-olds who want the latest trends,” who shop for the moment and have constantly changing needs. The store will also carry accessories, make-up, panties and bras’and candy. “We won’t conflict with any stores already in the Village,” said Greene, who owns a clothing store, Ivy Greene for Kids, two doors away. In that store, she carries clothes for boys and girls from birth through size 14. When girls outgrow those sizes, they can move over to Rumours, which will carry clothes for juniors and young adults. Greene would like to eventually do special events like ear piercing on Saturdays, or other teen-oriented happenings. Dean, a Palisadian, who is the incoming president of the parent association at Corpus Christi School, has two daughters, 9 and 13. She has retail experience, having owned the Aca Joe clothing store in the Westside Pavilion, a clothing store called Southern Exposure in Marina del Rey, and an art gallery on Melrose. She met Greene in a Mommy and Me class at Bright Child nine years ago, when their children were babies. “The inspiration for Rumours came from when I was a teenager,” Greene explained. “In the Beverly Hills area where I grew up, I lived for three stores: Camp Beverly Hills, Fiorucci and Heaven. It was a mecca.” “That brings back so many memories!” said Laura Reasner, a customer at Ivy Greene’s who was listening to the conversation. “Heaven was my favorite!”