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About us


With more than 25 years of experience in retail, Kelley Frey brings a focused and fresh eye to personal shopping and wardrobe consultation.  For seven years, Kelley co-owned Wish, a contemporary women's boutique in Boston, featuring collections such as Milly, Diane von Furstenberg, Catherine Malandrino and Theory.  Whether it was a flirty party dress, a casual denim look or a sophisticated work ensemble, Kelley had a loyal following and established herself as an unbiased style advisor among Boston women.  Prior to that, Kelley worked in various aspects of the fashion industry, including buying, merchandising, special events, management and sales, giving her unrivaled access to high-profile contacts.

After relocating to Connecticut with her family and selling her share of Wish, it didn't take long before Kelley realized she missed having a boutique.  So she decided to package her years of experience, dazzling organizational skills, fabulous taste and, ultimately, her great sense of what's flattering on each individual client, and launched a new endeavor, FRED, a women's boutique that features brands such as Rebecca Taylor, Misa Los Angeles, Love Shack Fancy and much more.

Kelley's favorite fashion era? "It's a toss-up between the 40s and 50s," she says. "I have narrow shoulders, but wider hips, so I would have been all about poodle skirts."

A graduate of the Interlochen Arts Academy, where she studied to be a concert pianist, Kelley switched directions toward her true love of fashion and went on to Florida State University to earn a degree in Fashion Merchandising.  Kelley lives in Riverside, Connecticut with her husband, Brad, a former professional golfer.  Besides owning a women's boutique, she's a busy mom with two daughters, Gillian and Grayson, and an English bulldog named Monty.


Shereen, a native of Dallas, Texas, is a graduate of New York University and always loved anything related with fashion.  At the ripe age of 25, she started an online e-commerce site called, which sold designer handbags and apparel for less than retail.  That site has now evolved into a NYC sample sale app for the iPhone identifying all the samples sales currently active in Manhattan.  Shereen's background in e-commerce helped solidify her partnership with FRED, and in the spring of 2012, Kelley and Shereen joined forces.  Shereen helps create a web presence for FRED and convey the cool, whimsical beach feel of the FRED boutique on

Shereen lived for more than 12 years in New York City and also two years in Madrid, Spain.  Shereen lives in Old Greenwich, CT with her family and is a mom of three.