about us & locations
About Me
“I opened alba in 2013, but the story begins with my mom, Dawn. She passed away when I was 19, and that loss shaped the direction of my life. The name alba means “dawn” in Italian — a tribute not only to her name, but to the light, strength, and grace she brought into the world. At 27, I took a leap of faith and opened my first store, carrying that spirit with me every step of the way. She’s the heart of this brand.
To this day, I still wear her vintage pieces. Not just because they’re beautiful, but because they make me feel close to her. That’s the power of clothing — it can hold memory, identity, emotion. It can transform how we see ourselves. That belief is what alba is built on.
I started alba to create more than just a shopping experience. It’s a space where women feel seen, celebrated, and confident — whether they’re stepping into something new, healing from something hard, or just needing a little reminder of who they are. My team and I are in the fitting room with you, styling you through life’s most exciting and vulnerable moments. We’re here to help you find pieces that feel like you — or who you’re becoming.
Since opening our first store in 2013, I’ve been so grateful for the women who’ve trusted us. From being voted one of 201 Magazine’s Best Fashion Boutiques to Best Clothing Store in Hoboken, every honor reflects the relationships we’ve built — with our clients, our team, and our community.
Thank you for being part of this story.”
-Jeanna
