Dawn’s second summer on Nantucket offers new ways to celebrate life and long days among the dunes.
Allie one-piece by Montce and Valerie dress by Carolina K. PHOTO: COURTESY OF DAWN.
Allison Deck became a Nantucket washashore at the age of 3, when her mother, Dawn, brought her along on a business trip. Originally from the Boston suburbs, Deck says there were many trips to the island during her childhood. “Then, starting the summer heading into freshman year of college, I spent summers living and working on the Gray Lady in both retail and hospitality,” says Deck, who owns Dawn (shopatdawn.com), now in its second season on Nantucket. “Those years spent exploring the island, making many new friends and creating lasting memories are some of my most cherished.” Post-college life found her working in Los Angeles and New York, but she continued to return to Nantucket each season. “In 2016, I purchased an old 1860 captain’s home in the heart of the Historic District and began my dream of making Nantucket a permanent part of my life,” she says. Nantucket is now her home. We sat down with Deck to discuss her little shop of thrills (think sundresses from Mille to glassware from William Yeoward) and the season ahead.
Dawn’s airy space. PHOTO: BY READ MCKENDREE
What was the impetus for opening Dawn?
Throughout the many years of visiting Nantucket, I had in the back of my mind the goal of having a business on the island and becoming an active part of the community someday. Then, that someday came last year, when a space in town became available for rent. I had recently left a consulting job in New York and, leaning into my knowledge of the island, my career experience and a bit of business-school business planning, I opened the doors of my new shop [last summer].
And the name?
The name for the shop came instantly. My mother, Dawn, is my hero and the reason I began coming to Nantucket. Her unwavering support made the shop possible. The name also signifies the beginning of something new, which is exactly what the shop is, a new business and new adventure, but, even more so, a new way to connect to Nantucket and become a [part of the] fabric of the community that has given so much to me over the past 30 years.
Dawn offers clothing and accessories, along with beach essentials PHOTO BY READ MCKENDREE
What do you hope customers will feel when they walk into Dawn?
We want them to feel welcome. The store is designed for the customer to touch, try and explore. We encourage customers to unfold a pile, knock over a stack and take things off tables. It should be experiential and interactive. Our gorgeous windows, allowing natural light to flood in, and fun music echoing throughout the shop are the perfect complements to the warm aesthetic.
Glassware and cocktail sets, perfect for sundown on the patio or deck. PHOTO BY READ MCKENDREE
How do you curate the shop?
The selection at Dawn is meant to be aspirational yet approachable. We aim to have a selection of products and price points that allow the customer to walk away feeling great about their purchases. Customer service and product knowledge are both critical to the Dawn experience; we want you to be able to ask us questions and be able to help pick out the perfect item for yourself or someone else. Our knowledge of the styles and fit of our product help us navigate which pieces will work for each type of customer. It’s this knowledge that we hope makes people feel confident and comfortable shopping with us.
What are a few of your favorite items in the boutique?
This year, we’re excited to have expanded into a wider variety of beach essentials. Leaning into the success of our swimwear last year, we’re now carrying everything from umbrellas and towels to beach blankets and tables. The bestselling Parker short by AGOLDE is back this season, and she has a cousin, the Parker long short, which adds a bit more length in the inseam, so that there’s a short for all age groups.
With Nantucket’s ban on single-use plastics, we’re excited to bring in the DYLN alkaline water bottle this season, which is good for your health and the environment. Our Slightly Choppy custom flag program—last season we carried two exclusive designs with Nantucket and Cisco on them—is back. This year, we designed two additional flags, an ACK flag and a flag that has been inspired by Sankaty lighthouse. All four flags are sold exclusively at the shop.
Photography by: Read McKendree
