By Lily Goldberg

When lifelong Berkshires resident Tony Chojnowski opened his Lenox boutique Casablanca in 1985, power suits and shoulder pads were all the rage. “Things are more casual now,” said Chojnowski. Over the past four decades, he has dressed Berkshires residents as the owner of five clothing and shoe stores in the Berkshires: Casablanca, Shooz, and Swtrz in Lenox; Casablanca South in Stockbridge; and GB9 in Great Barrington (run by his niece). Tourists and day-trippers come and go, but Chojnowski often sees the familiar faces of customers who span generations.

He loves matchmaking a customer with a dream outfit (“We’ve actually gotten boxes of chocolates” as thank yous, he said). Naturally, The B called him up to ask for some pointers on shopping. 

Get Expert Advice
We’re open seven days a week, but we also have people that make appointments because they want undivided attention—which is great!

Invest in the Basics
If you buy good quality, it lasts. We have a company that makes everything in New York, called Estelle and Finn. They do an amazing pant, and basic things that are just beautiful forever.

Love What You Buy
It’s important that you love something, even if it might be a little pricey or a little out of your comfort zone. I missed out on a few of those things over the years and I regret [not buying them] to this day!