East Hampton has long been intertwined with Aerin Lauder’s personal aesthetic. The coastal enclave’s understated elegance, natural beauty, and enduring traditions have shaped both her lifestyle and the vision behind AERIN, the luxury lifestyle brand she founded. Now, that connection comes full circle with the opening of AERIN’s newest boutique at 7 Newtown Lane, bringing the brand’s signature blend of beauty, fashion, and home décor to one of the Hamptons’ most sought-after shopping destinations.
Nestled along East Hampton’s iconic retail corridor, the approximately 700-square-foot boutique feels less like a traditional store and more like a beautifully collected country home. White shingles, pale blue shutters, and overflowing flower boxes create an inviting first impression, while interiors designed in collaboration with celebrated designer Tom Scheerer capture the relaxed sophistication that has become synonymous with both AERIN and East Hampton itself.
Inside, custom farm tables, woven rattan seating, raffia wall coverings, decorative painted floors, and dressing room curtains crafted from Quadrille fabrics create a warm, layered atmosphere. The space reflects Lauder’s approach to living: polished but never precious, refined yet deeply comfortable.
“East Hampton has always been incredibly special to me and holds so many cherished memories,” Lauder says. “Its natural beauty, relaxed elegance, and strong sense of heritage have been a source of inspiration for as long as I can remember.”
That sense of personal connection is evident throughout the boutique. Alongside AERIN’s collections of home décor, fashion accessories, beauty products, and heirloom pieces, visitors will discover an eclectic mix of artisanal finds, vintage treasures, and globally sourced objects personally curated by Lauder. The result is a shopping experience that feels intimate and highly individual, mirroring the sensibility of a well-traveled collector’s home rooted in timeless Hamptons style.
Art also plays a prominent role in the space. Works by Richard Dupont and Donald Sultan share the walls with photography by Pamela Hanson and Lachlan Bailey, contributing to the boutique’s layered, residential feel.
The fashion offering extends beyond the AERIN label, showcasing a carefully selected roster of international lifestyle brands, including Emporio Sirenuse, Agua by Agua Bendita, Lizzie Fortunato, Paola Marassi, and Timeless Pearly. Additional designers, including Deepa Gurnani, Folkloore, Micky Paris, and Sylvia Toledano, are expected to arrive later this summer.
The new AERIN boutique is now open at 7 Newtown Lane in East Hampton.
