From Tenafly, With Style

OWNED BY TWO WOMEN from Tenafly, Reform Lifestyle boutique in Cresskill is a world of carefully curated denim, easy tees and soft layers that feel as much like a hug as they do a fashion statement. When you enter, you’re instantly enveloped in a carefully curated atmosphere that delights the senses with its fresh design, beautiful scent and sophisticated yet laid-back vibe.

This is all thanks to Jamie Evar and Heather Kushman, who have turned a shared love of fashion into one of Bergen County’s most beloved shopping destinations.

For Evar and Kushman, Reform Lifestyle is more than just business—it’s a reflection of their lives in Tenafly. It’s not hard to see why: This charming Bergen County town, just steps away from New York City, has been the backdrop for their professional successes and the place they call home. It’s where they’ve raised families, found inspiration and turned their passion for design and fashion into a thriving business.

 

LAUNCHED IN TENAFLY

While Reform is currently nestled in Cresskill, it was born in the heart of downtown Tenafly in 2012. Evar, a mom with a background in sales and a good eye for what women actually want to wear, noticed something most brands missed: Suburban moms weren’t changing out of their fitness clothes anymore. Not because they didn’t want to, but because there were no great alternatives.

Lululemon had a monopoly, and that felt somewhat limiting. So Evar started experimenting— bringing in elevated basics, under-the-radar brands and day-to-night staples. The clientele, mostly women coming in for Pilates, became devoted.

Then Kushman entered the picture. A mutual friend introduced the two, and over a few casual lunches, Reform found its missing piece.

The daughter of a boutique owner, Kushman grew up matching accessories for her mom’s outfits in the late ’70s. Her career included stints at Saks Fifth Avenue and Anne Klein, and she’d already run her own successful women’s store for over a decade.

With Kushman’s industry savvy and Evar’s instinct for what felt current, Reform moved from a corner in a Pilates studio to a full-fledged boutique in 2014.

“Our aesthetic is grounded in timeless and simple pieces— with a flair,” Evar says. The pair aim to create the kind of wardrobe that doesn’t shout but whispers with confidence.

“We buy clothing that has purpose in your life,” Kushman adds. From luxe travel sets to breezy cocktail tops and the perfect, impossible-to-find nondenim pants, Reform is that rare place where women can build a closet, not just buy a trend.

CONNECTING WITH CUSTOMERS

Of course, it helps that Evar and Kushman know their customers better than most therapists. “We understand the calendar of a Tenafly woman,” Kushman laughs. School drop-offs, work meetings, girls’ nights out, back-to-back kids’ events— Reform outfits women for the lives they actually lead.

That’s because Evar and Kushman live it, too. While Evar moved to New York City last year, both women have had a long history in Tenafly, raising their families here and building their business just minutes from home.

“We’re deeply connected to our community,” Evar says. “Our customers are our neighbors and friends.” They greet every customer like a lifelong friend—many are!— and Kushman’s hugs feel like slipping into one of their famously soft sweatshirts or hoodies.

No fashion fairytale is complete without a little evolution. In 2020, they expanded into menswear, launching Reformen Style—an equally curated space for men and teen boys who want to look good without trying too hard. (Think elevated basics for guys who hate shopping and sons who want to steal from their dad’s closet.)

Their secret sauce? It’s not just the fashion; it’s the feeling. “We want women to feel like their best selves,” Kushman says.

And they do! Loyal customers routinely pop in wearing pieces they bought five years ago, still in rotation, still earning compliments. In a world obsessed with what’s next, Reform gently reminds us of what’s worth keeping. Because real style isn’t about trends, it’s about taste. It’s about knowing who you are, and dressing like it. And Reform, it turns out, is where the women of Tenafly go to do just that.

BY GABRIELLE MARCUS