50 Shades of GRAY
It’s the end of a shopping era for many jetsetting, ultra-stylish women who sweep into the elite mountain town of Aspen year-round. After nearly 10 years in business, The Gallerie Aspen, a beautiful, luxury clothing boutique, is shuttering its 1,600-square-foot downtown shop at the end of August. Owner Sarah Gercke, who just last year transitioned the storefront into a private, by-appointment-only specialty shopping experience serving a tight-knit group of loyal clients and visitors alike, is turning her keen eye for design inward, as she shifts her focus to GRAY Aspen, her own high-end, four-year-old clothing line, which until now was sold exclusively at The Gallerie. “It’s always done so well,” Gercke says of GRAY Aspen. “But I’ve never given it enough time to flourish. Now I want to give it a chance.”
The equestrian-inspired women’s ready-to-wear collection features classic, perfectly tailored dresses, jackets, pants and tops, along with funky details that make the pieces stand out on racks full of designer labels. Created with the travel-obsessed in mind, most of the line’s luxe leathers, suedes and jersey are imported from Italy, but the pieces themselves are handcrafted in New York City, allowing Gercke to manage production from her home in Aspen, while ensuring that every garment maintains strict quality standards.
As for her loyal clients, who have been with her since the beginning, Gercke still offers some private shopping. Even better, she designs custom creations for the women who know and love the GRAY Aspen label — the ones who can say that they wore Gray before it hit the mainstream (as it likely will).