Roxy Carmichael reopens with new owner, fresh styles at Edgebrook in Rockford

October 15, 2025|By Kevin Haas|In Rockford, Business, Business/development, Top Stories, Featured, News, 815 News, Rock River Current, Local

Noelle Tulley is the new owner of Roxy Carmichael Boutique at Edgebrook in Rockford. She’s pictured Wednesday, Oct. 15, 2025, shortly before the store’s grand reopening. (Photo by Kevin Haas/Rock River Current)

By Kevin Haas
Rock River Current
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ROCKFORD — Roxy Carmichael Boutique has reopened under a new owner who has overhauled the shop’s clothing, accessories and home decor with a fresh sense of style.

Noelle Tulley bought the business at 1639 N. Alpine Road, suite 1617A, in the Edgebrook shopping center from Christine LaMantia, who had run the fashion retailer for the past seven years. LaMantia put the business up for sale in late August and began liquidating its inventory as she prepared to retire. Tulley saw an opportunity to fulfill a dream of owning her own boutique while carrying on an established brand in the city.

“They’ve been around forever. It’s a staple in the community,” Tulley said. “Everyone loves it. I wanted to continue that and carry that on into the future.”

The shop closed Sept. 30 and reopened today under Tulley’s ownership. A purchase price for the business was not disclosed. LaMantia is staying on board for a short stint to help with the transition.

The shop has been filled with new fresh and trendy clothing for its grand reopening weekend. It offers elevated casual looks with brands such as Mustard Seed, Mystery, Adora LA and On Trend. There are also handbags, jewelry and other accessories, as well as a new focus on seasonal home decor such as candles and home accents.

The look of the storefront has also been tweaked to give it a clean, open aesthetic.

“She has a whole new flair and a whole different take on things. She’s got wonderful taste in everything and sees a different vision,” LaMantia said. “Everything that she has brought in is on point. The fashion is beautiful, the accessories and the home decor. She has great taste.”

Noelle Tulley, right, bought Roxy Carmichael Boutique from Christine LaMantia, who had run the retail shop since 2018. They’re pictured inside the store before its grand reopening on Wednesday, Oct. 15, 2025, in Rockford. (Photo by Kevin Haas/Rock River Current)

Tulley, 51, hopes the styles offered connect with a wide age demographic.

“I have a 27-year-old and 22-year-old and they like all of this, too,” she said. “My 27-year-old said, oh my God, I would wear all of this.”

Tulley is a Rockford native and 1992 graduate of Boylan Catholic High School. She has a background in finance and human resources, as well as retail management. Outside of the store, she serves as executive director of the Harvard Senior Center, a nonprofit that’s open for activities for seniors two days per week in Harvard.

Roxy Carmichael has been in business since 2007, initially at 310 N. Alpine Road and for the past two years at Edgebrook. It was founded by sisters Debbie Aiello and Katherine Mitchel, and LaMantia took over the company in 2018.

Roxy Carmichael Boutique is at 1639 N. Alpine Road, suite 1617A, in Rockford. It’s pictured Wednesday, Oct. 15, 2025, ahead of its grand reopening. (Photo by Kevin Haas/Rock River Current)

LaMantia had hoped a buyer would come forward to reinvigorate the brand and bring it into its next chapter. She said Tulley is doing exactly that.

“I think it’s fascinating because it’s been around for so long that the name speaks for itself,” LaMantia said. “Taking over the intellectual property is so meaningful because it’s a staple of Rockford.”

Roxy Carmichael is among dozens of shops at Edgebrook, including a handful of other retailers: Eurostyle+, B Jones, Fleet Feet and Akerman’s Shoes.

“I’m really happy to see the store stay there and stay in business, and I’m excited for Edgebrook, too,” said Brandi Jones, who has run B Jones boutique at Edgebrook for 22 years. “We have a really close connection with (Roxy Carmichael), so the fact that somebody’s buying it and taking it over means so much to Rockford.”