Annette Heffelfinger-Bly and Robin Dooley
Annette Heffelfinger-Bly and Robin Dooley have been friends for more than 45 years.
The two women grew up together in New Cumberland and graduated from St. Theresa School, and while they both live outside the borough now, their ties to their hometown remain strong.
So, when they decided to open their consignment shop and boutique, they knew they wanted to do it in New Cumberland.
Peacock Alley Boutique and Collective, located on Bridge Street, is part of the ongoing revitalization of downtown New Cumberland. The name comes from Annette’s love of peacock—she even had a peacock-themed wedding—and the vibrant blue, green and purple hues found in a peacock’s plumage can be found throughout the shop’s decor.
While both women have full-time jobs outside of the boutique, their passion for their small business venture is evident. They describe the boutique as “a reflection of our friendship, our love for sustainable fashion, and our belief that every piece deserves a second chance to shine.”
“We love consignment,” Annette said. “It’s affordable, and I love looking in every nook and cranny and finding the surprise buy.”
Robin said opening the boutique with her best friend was a “no-brainer.”
“We love our hometown, we have so many memories here, and we hope to make more with all our customers whom we adore and are so thankful for,” she said.
Peacock Alley initially opened in May 2024 in a small suite near Wild Rabbit Pies & Pints, offering a handpicked selection of pre-loved clothing, shoes, handbags and accessories.
“We knew it would be hard for people to see us,” Annette said, so they relied on social media, word of mouth, and the support of other small businesses in town to help drive customers to their boutique.
When their current storefront at 303 and 305A Bridge St. became available, the timing was perfect for them to expand, Annette said.
Since moving into their current space, the boutique has become more than a consignment store. Along with their regular inventory, the shop offers space for a variety of local crafters to showcase their work. Shoppers can find everything from locally made fragrances and cosmetics to jewelry, floral arrangements, candles and much more. Peacock Alley is open to featuring any kind of local craft vendor as long as shelf space is available, Annette said.
“We’re doing all we can to be a one-stop shop for the community and anyone else who happens to come through town,” she said. “We’re always changing, always pivoting.”
Annette and Robin are both business owners and patrons. They often support the consigners and craft vendors featured in the store when buying for themselves or others.
“We shop our shop,” Annette said. “We call this our happy place.”
The boutique is currently open on weekends, but the owners hope that will change as downtown New Cumberland continues to grow.
“We would love for all of the shops down here to be open six or seven days a week,” Annette said. “We hope that it gets to that point for all of us.”
Peacock Alley Boutique and Collective is located at 303 and 305A Bridge St., New Cumberland. The boutique is open Fridays from 2 to 6 p.m. and Saturdays and Sundays from noon to 5 p.m., as well as during New Cumberland’s Second Thursday events. For more information, visit www.thepeacockalleyboutique.com or “Peacock Alley Boutique” on Facebook.
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