Alencia Johnson

Maureen Doron, founder of Skirt Boutique shares with us how she cultivates her store to be a place where women feel celebrated, and how to overcome burnout.

Tell us a bit about yourself and Skirt! How did the store come to be?

I opened Skirt 25 years ago when I was just 24. At the time, I was living in New York City, working my first job after graduating from Fordham University—and I quickly realized that cubicle life wasn’t for me. I wanted to wake up every day excited to go to work. I was in Manhattan on 9/11, and one of the clearest lessons I learned that day was to never waste time doing work you don’t love. That experience made me reflect on what mattered most: being close to my family and creating a life that felt meaningful.

Skirt was born out of a desire to build a space that reflected what I found beautiful—surrounded by smart, stylish, kind, and generous women—and to turn that into a career I could truly love.

Today, I’ve been married for 21 years and have three teenage boys (one heading off to college this fall!). I’ve created a career that’s allowed me to stay ambitious while also raising a family—something I feel incredibly grateful for. I’ve also grown the business into a team of over 30 amazing people, most of whom have built incredible careers of their own. Even after all this time, I still ask myself every day: How can I make Skirt better? For our team, for our clients, for our future.

What has been the proudest moment for you in your career?

The moments that make me most proud are when someone tells me they’ve heard that Skirt is a wonderful place to work—or that I’m a great boss. That means everything to me. I’m proud of the careers I’ve helped create for others and the way I’ve grown as a leader. I started with zero experience and had to learn a lot—about communication, honesty, and how to handle conflict without ever losing sight of kindness and empathy. That’s been a personal evolution I’m really proud of.

But if I’m being honest, something else I’m proud of is that I built this business entirely on my own. My parents were incredibly supportive emotionally—they believed in me from the very beginning—but they weren’t in a position to help financially. I didn’t have connections in retail or know anyone who had done something like this before.

I figured it out by surrounding myself with smart people, asking questions, and learning like a sponge from anyone willing to share advice. I worked hard, stayed curious, and kept showing up. That sense of independence and resourcefulness—that I truly built this from the ground up—is something I carry with pride.

What motivates you when you need an extra push?

Burnout is real, and I’ve experienced it—but I’ve also come to appreciate it as a signal to pause, reset, and refocus. This business brings me so much joy, and yes, there are parts of it that are fun and glamorous. But make no mistake—Skirt is a serious, successful company.

It’s not just about beautiful clothes and great styling—it’s about leading a high-performing team, running a fast-paced operation, and showing up every day with the responsibility of steering a business that supports dozens of people and serves thousands of clients.

What keeps me going is the challenge. I’m at my best when I’m solving a problem, building something new, or bouncing back from a setback. And honestly, I just love the people I work with. We laugh together, we push each other, and being surrounded by that kind of energy is incredibly motivating.

How would you describe your store to someone who has never shopped with you before? Do you have an aesthetic you keep in mind as you buy for Skirt?

Skirt is a luxury women’s boutique known for carrying the best brands and delivering an unmatched level of personal service—always with heart. We’re known for advanced contemporary brands that are wearable, flattering, and special. When I buy, I’m always thinking about the lifestyle of our client. She’s busy. She’s stylish. She needs clothes that work hard and feel amazing. I look for pieces that are elevated but approachable—clothes that make a woman feel confident, feminine, and like herself, only better.

We’re also known for our warm, upbeat energy. Skirt isn’t just a store—it’s an experience. A haven. A place where women feel celebrated. The energy inside the store is always buzzing—it’s a lively, welcoming, often bustling space. Some days, the dressing rooms are full, clients are changing in the bathroom, and it’s wonderfully hectic. But even in those moments, there’s an undeniable sense of care. Everyone who walks through the doors is seen, styled, and appreciated.

It’s also a place where real friendships are formed—in the intimate spaces of the dressing room, where fashion advice flows freely and genuine connections take root. Women come in for clothes, but they often leave with new friends. There’s something special about that.

How would you describe your personal style?

This is such a tough one! My style really depends on my mood—it changes season to season, sometimes day to day. But at its core, I’d say I’m classic with preppy undertones and a deep love of femininity.

I’m not afraid to say I want my outfit to be pretty. That always matters to me more than being cool. I gravitate toward pieces that flatter—tailored silhouettes, elegant fabrics—and while I love trying new colors or shapes, the classics always call me home.

I love a pop of color, but I also think black, white, and camel will forever be chic.

Who are the women that inspire you?

I’m inspired by women who lead with both strength and softness—women who create community, who show up consistently, who bring beauty and joy into the world, whether through business, family, fashion, or friendship. Honestly, the women I work with inspire me every day. So do our clients. They’re smart, stylish, funny, and real. That kind of authenticity is endlessly inspiring. And while I know it’s cliché to say “my mom,” for me it’s deeply true. My mother was the smartest, kindest woman in the world, and I lost her three years ago. She loved clothes and taught me to love them too, but the greatest gift she ever gave me was my siblings—especially my sister, Genevieve.

My mom was one of eight children—six of them girls—and she showed us from the beginning how powerful it is to have sisters. She didn’t just say it; she lived it. She adored her sisters. She admired them, learned from them, leaned on them, and filled our lives with that same sense of loyalty and love. So it’s no surprise that I feel the same way about my sister. Genevieve is a scientist, a wife, a mom—she’s the yin and the yang all in one person. Incredibly smart, incredibly fun. She never got a grade lower than an A, but she can also drink me under the table. She gives the best advice, always. She’s pragmatic but deeply sensitive.

She’s been my rock, especially over the last few years. She's my favorite person in the world—the one I’d always rather be around. The only thing I tease her about is her closet, which consists entirely of camel, cream, beige, and white. I like to joke that while she’s out there finding a cure for cancer, I’m busy finding a cure for muffin top. Neither of us has succeeded yet, but we’re still trying.

If you were a color, what color would you be and why?

This one’s tricky—but I’d say I’m baby blue. It’s a color I’m known for (my staff would definitely agree!). I wear it often, buy it for the store, and truly believe it flatters everyone. It makes light eyes pop and brings out something fresh and pretty in every skin tone.

When I’m not feeling my best, a baby blue sweater or coat always gives me a boost. It’s soft but strong. Classic, but never boring—just like the kind of woman I strive to be.