The Shoretown Boutique with Bohemian Style You Can’t Pass Up

If you are a lover of bohemian clothing, you have GOT to check out BOHO BEACH. I came across this little boutique located in Long Beach Island, NJ, while strolling the shops of Bay Village with my mom and my husband. 

This shop genuinely defines the boho with its’ gorgeous selection of city-meets-the-beach-styles. 

While most of us know that the term “boho” is short for bohemian, the boutique claims to be responsible for this now widely popular fashion style trend as of 2008. 

How BOHO BEACH Started the Trend 

The owner of BOHO BEACH, Gina La Morte, grew up by the shore, and at the age of 17, moved to the city where she worked as a celebrity stylist for three decades. 

The beach vibes and city living inspired her to start a women’s fashion line that expressed the bohemian lifestyle that she loved.

In 2008, she launched BOHO – her fashion magazine that focused on sharing fashion concepts that mixed both city and beach vibes. The publication’s success ignited the “boho” trend of the 2000’s, with it being the first ever Aveda Award- Winning sustainable organic fashion magazine. 

BOHO was sold practically everywhere and attracted a wide readership. The word “boho” quickly acquired a new meaning for Gina; It had become a household name.

Having the reputation of BOHO magazine, Gina opened her store BOHO BEACH after leaving the city during the pandemic to be back in her shore town home permanently. 

She now has three total BOHO BEACH locations in Toms River, NJ, Forked River, NJ, and Beach Haven, NJ. 

About BOHO Beach Boutique 

Move over, Free People! The Feminine boutique supports small brands that offer handmade fashion accessories designed to bring out a cozy and comfortable feeling of casual beach vibes. 

It carries a wide range of bohemian garments for all seasons, such as:

  • Beachwear
  • Shirts 
  • Beach cover-ups
  • Dresses
  • Blouses 
  • Footwear
  • Jewelry
  • Jeans
  • Chunky Knit Sweaters
  • Lounge Sets

BOHO BEACH offers unique apparel that is comfortable, flowy, and ready to go! The styles are affordable, ranging from $30 to $100 per piece. 

Apart from fashion, the company also offers home decor as well. It has got everything for the fashion lover with a relaxed, free spirit who longs for the beach. 

Here are some great pieces from their online store that I know you will love!


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