HAMPDEN – The void left by the closing of It's All About Me (IAAM) in Hampden will be filled by Jillian Knapp’s shop Rosewood at the corner of Somers Road and East Longmeadow Road. With what could seem like a touch of fate, Knapp was able to snap up the location as a second site for her eclectic selection of décor, giftware and fashion.

When Knapp found out that IAAM was closing, a sales rep for the shop and for Rosewood recommended that it would be the perfect space for a second shop. This took place in September 2020, just a short time before Knapp gave birth to a baby boy. Plans slipped out of her hands as she attended to her baby, and then just a few weeks ago, the light came back on.

Knapp’s sales rep reached out and asked if she was ever able to follow up on the space, and that prompted her to get in touch with the realtor. “I figured it doesn’t hurt to see what he says, so I called and he said he had just listed the property for sale just four days prior. I said I wasn’t interested in buying the building but if they wanted to rent it to give me a call.” Knapp’s husband got involved, and the two were able to come to an agreement.

At first sight of the space, Knapp thought it was a “really cool building and the location is great. It’s right in the middle of the four-way intersection. And I like that it draws people from many different towns, from Somers, Connecticut to Monson, Wilbraham, East Longmeadow, Longmeadow, Ludlow, and more.” Knapp’s shop in Westfield has a great following, but she is excited about reaching out to a broader scope of customers.

The building will remain the same physically, but inside will be filled to the brim with merchandise. “I just started moving things in this past week,” said Knapp. “My garage is filled with fixtures as I found them.” She had to be innovative since ordering fixtures was met with reps saying it would probably take months with all the backorders happening now. “My sales reps laughed at me saying possibly in August or September. So I started looking locally for hutches and clothing fixtures that would be just right with maybe a coat of paint or two. Lots of shelving and bookcases that can be transformed, and taking a few things from the Westfield store.”

Rosewood in Westfield was a 24th birthday present to herself. “I said to myself, ‘that sounds like fun.’ I really didn’t know what I was doing. I was working at Anesthesia at Baystate and with the opening of the new store, I may have to leave there. This was a change of pace from being in the operating room.” With having two stores and a baby, Knapp said it comes down to childcare. “Paying for childcare and paying employees to be here while I work at Baystate made little sense.”

A familiar face who worked at IAAM will be on staff in the new Hampden location, and other candidates are in the works.

The Hampden location features much more space than the Westfield Rosewood location. “I will be able to offer a lot more than I can in Westfield,” said Knapp. One exciting addition to her fashion offerings is shoes. There will be a lot more clothing to entice the fans of IAAM, and there will be much more gift selections. “I’m going to bring in ‘town’ merchandise including pillows, and sweatshirts and t-shirts. I sell out of the Westfield ones all the time at my shop.”

Knapp is looking forward to talking with customers and learning more about what items they are looking to purchase. Her flexibility with her product lines allows her to be able to customize the shop to things that will delight shoppers.

The added bonus for Knapp is the accessibility of the new location to her home in Monson. She will be commuting to both locations because Knapp said she loves her customers.

She has no experience in retail management or running a shop, but Knapp said her clientele has grown steadily since the opening in Westfield not too long ago. “I love the retail experience and serving the customer. I love gift shops and shopping in general. Now I can shop and sell what I love and be surrounded by pretty things every day. Why not?” she shared.

Rosewood will be opening on May 1 – just in time for Mother’s Day shopping. Knapp said, “We’ll have a softer opening due to COVID-19, but we will be celebrating!”

Rosewood will be offering gifts, décor, clothing and shoes for women in Hampden and surrounding areas beginning May 1. Visit their Facebook page for up-to-date information.