“East Hampton has always been incredibly special to me and holds so many cherished memories,” says Aerin Lauder, founder and creative director of AERIN. “Its natural beauty, relaxed elegance and strong sense of heritage have been a source of inspiration for as long as I can remember.”
That deeply personal connection now takes elegant physical form with the opening of AERIN’s newest flagship boutique at 7 Newtown Lane in East Hampton. Set in one of the East End’s most iconic villages, the new address feels less like a store than a refined summer house— intimate, inviting and layered with the kind of effortless polish that has become synonymous with the brand.
Designed in collaboration with celebrated interior designer Tom Scheerer, the approximately 700-square-foot boutique draws from the design heritage and natural beauty of Long Island summers. Its country facade of white shingles, pale blue shutters and flower-filled window boxes offers a quintessentially East Hampton welcome, while the interiors unfold with relaxed sophistication. Custom farm tables, rattan seating, raffia wallcoverings, decorative painted floors and floral motifs set a mood that is at once collected and easy, classic and fresh. Dressing room curtains crafted from Quadrille fabrics add another note of pattern and pedigree, reinforcing the sense that every detail has been considered.
Discover AERIN treasures, from its shagreen heart frame to beautifully crafted jewelry, at its new East Hampton boutique.
“Opening a store in the town of East Hampton always felt like a natural extension for the brand, and I am proud to share that AERIN is officially returning to its iconic location on Newtown Lane,” Lauder says. “It has been especially meaningful to see the store resonate with the local community over the years, and I look forward to welcoming everyone back to this magical jewel-box destination.”
Inside, the boutique brings together AERIN’s signature universe of home decor, fashion, beauty and heirloom pieces, alongside a carefully curated mix of artisanal brands, vintage treasures and one-of-a-kind discoveries sourced from around the world by Lauder herself. Decorative artwork further enhances the collected atmosphere, with pieces by Richard Dupont and Donald Sultan, as well as photography by Pamela Hanson and Lachlan Bailey.
The fashion and lifestyle assortment is equally considered, with brands including Emporio Sirenuse, Agua by Agua Bendita, Lizzie Fortunato, Paola Marassi and Timeless Pearly. Additional designers, including Deepa Gurnani, Folkloore, Micky Paris and Sylvia Toledano, will be introduced later this summer.
With stand-alone boutiques in East Hampton, Southampton and Palm Beach, AERIN has long understood the subtle codes of resort living. But this Newtown Lane jewel box feels especially personal—a love letter to East Hampton’s heritage, beauty and enduring summer spell. 7 Newtown Lane, East Hampton
