Youthful, stylish, and comfortable not only describe the clothing at The Ivy Edit but also how women feel wearing them. “Whether you’re shopping for something specific or looking to treat yourself, my boutique is a space where women can feel inspired and completely themselves,” says Allison Smith, owner of The Ivy Edit on South Main Street in the heart of downtown Hanover. “My mission is to help women feel confident in what they wear and who they are. I also value connecting and building genuine relationships with them. It makes shopping more fun for everyone.”

Embracing the Locals

The shop offers a thoughtfully curated mix of women’s clothing and accessories. “We carry casual, everyday items such as jeans and T-shirts, formal wear like prom and college dresses, and seasonal items, such as bathing suits. We also feature jewelry and fun accessories to elevate an outfit,” Allison says.

Some of the top brands the shop carries include Levi’s, Free People, Cotton Candy LA, and LoveShackFancy, a high-end brand she recently brought into the store. This year, popular items include Levi’s low-loose denim with a boot-cut leg, Free People tank tops, denim miniskirts,
Cotton Candy LA strapless silk mini dresses, and Emi Jay hair clips.

The Ivy Edit is located less than a mile from Dartmouth College, and much of its customer base is Dartmouth students. “We try to offer Dartmouth green clothing or accessories. I like to find unique things you wouldn’t find at the Dartmouth Co-op,” says Allison, who also hosts shopping events for Dartmouth students (mainly sororities) and everyone. “When you book a shopping event here, we offer a 15 percent discount and provide drinks and snacks,” she says.

A Personalized Experience

To keep the shop fresh and exciting, Allison receives new inventory weekly and remerchandises the store every few months with changing color schemes and floor displays. “We keep the space seasonally refreshed, often changing the layout and color story to give regular visitors something new to experience. This helps frequent shoppers see things they may have missed the last time they were in,” says Allison. To expand her customer base, she started a small but growing men’s clothing section. “Since there isn’t much in Hanover for men’s clothing besides J.Crew, I try to bring in more of a streetwear style to differentiate ourselves from what’s available.”

Offering a personalized shopping experience is a top priority. “I want everyone to feel confident, appreciated, and cared for. I care about building relationships. Whether it’s helping someone find the perfect dress for a big event, brightening their day with something they love, or offering my honest opinion, I make every interaction personable and thoughtful,” says
Allison, who has created a bright, colorful, and inviting atmosphere for people of all ages. “From the moment you walk in, the boutique feels like a space designed for you—welcoming and fun, but with a sophisticated edge. It’s the kind of place where you can browse casually with a friend, get honest styling advice if you want it, or pop in for inspiration. The music is upbeat and the vibe is always friendly.” You might also see Riva the Maltipoo, the shop’s mascot. “She’s my cutest accessory. I love coordinating her collars and leashes to complement my outfits.”

A Born Entrepreneur

Allison with her parents, Kim and Scott Smith.

Allison comes from a family of entrepreneurs. Her parents, Scott and Kim Smith, own the Red Wagon Toy Co. in Woodstock; Woodstock Scoops and Hanover Scoops ice cream shops; and 37 Central Clothiers, The Ivy Edit’s sister shop in Woodstock that also carries women’s clothing and accessories. “I come from a family full of entrepreneurs on both sides, so I was born to be one,” says Allison, who has always been an integral part of the businesses, whether tagging items at the toy store as a youngster or being a buyer for the clothing shop as an adult. “In 2019, when I was finishing college at the University of Vermont, we realized there was more of a demand for a younger style that was missing in Hanover. I wanted to do something similar to what my parents did once I finished college—own my own business.” After graduating in 2021, The Ivy Edit became her career.

Allison and her mother Kim collaborated with Hannah Utter, a student athlete from Dartmouth, to help them design a new logo for the rebrand. Since the shop was an extension of 37 Central Clothiers, Allison suggested the idea of an “edit” to keep a tie between the stores. “Being in an Ivy League town and focusing on our younger customers, we made a special edit curated for college students and agreed to go with The Ivy Edit by 37 Central Clothiers. When moving into our new dream space in June of 2024, we decided to shorten the name because The Ivy Edit became its own brand after a few years,” says Allison, who appreciates the community and support among businesses in Hanover.

Allison’s parents remain her biggest influences. “My mom taught me everything about this business. Her passion and drive as an entrepreneur, owning four-plus businesses, push and inspire me to be the best I can be every day. Her hardworking demeanor has been passed down to me, and I’m grateful to have her as my mom and business partner,” she says, acknowledging her father’s impact on her technology and DIY skills. “Learning everything there is to know about business and working with both my parents has been an incredible experience. They’ve been my biggest supporters. Without their help, I wouldn’t have been able to be where I am today. I can’t wait to see what the next few years bring for us.”

The Ivy Edit

35 South Main Street #101

Hanover, NH

(603) 277-9147

theivyedit.com