Nestled in the heart of Shelter Island Heights, PURE THREAD is more than just a boutique—it's a carefully curated extension of its surroundings, where natural beauty meets minimalist design. Founder Jill Heller shares how her journey from working in a home studio in Sag Harbor led to the creation of two distinct spaces: a serene boutique at 181 North Ferry Road and a separate studio space, both embodying her vision of simplicity and tranquility. Drawing inspiration from the island’s natural elements and a love for neutral palettes, Jill has crafted environments that highlight the essence of each seasonal collection, allowing the purity of design and the charm of Shelter Island to seamlessly blend.
DL: How did you decide to create a separate brick and mortar for the boutique and for the studio?
PT: For many years, I have been working out of my home/studio in Sag Harbor while looking for a space for my curated fashion collections. As soon as I saw the room at 181 North Ferry Road in Shelter Island Heights, I knew that I could create a multi-brand boutique in the space and separate my home/work life from the boutique experience.
DL: Is there a design aesthetic that inspired you when designing the 2 separate spaces?
Do you feel as though certain color palettes lend themselves to a more intimate setting when trying on clothing?
PT: I’ve always preferred a minimal aesthetic with white walls and natural colors and textures. It’s important to me to let the seasonal color palette of the clothes shine. The clean, neutral backdrop helps highlight the seasonal collections and ensures the customer can envision herself more clearly in each piece. In the dressing room, I love the off-white linen curtain, a seated bench, and floor-to-ceiling mirrors that lean against the wall, a customer once said that it feels like they’re in their dressing room at home!
DL: What indigenous elements of Shelter Island do you bring into the design of the store and the studio?
PT: The store holds a view of Chase Creek in Shelter Island Heights, which brings a sense of tranquility and natural beauty into the space. We are located on Bridge Street, near the cafes and small boutiques, capturing the charm of the local community. The proximity to the ferry to and from Greenport, where boats come into the harbor, adds a unique maritime element to the store’s ambiance. The connection to the water and local scenery is reflected in the store’s design, creating a serene and inviting atmosphere.
Edited by Michaela Kotob
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