Name Brand

When it was time for Raina Filippelli to name her new, trendy women’s contemporary boutique in Quarry Lake, the decision came easily. “I’ve always wanted to see my name in big, bright lights,” she cracks with a nod to the large pink neon sign that hangs above her store’s cash register.

Filippelli is no newcomer to the fashion scene, having held positions as a photo editor (for magazines such as Glamour and CosmoGirl), a luxury event planner, and a wedding blogger before moving from New York City to Baltimore six years ago for her husband’s business.

“I felt like I could take my experience and do something special here in Baltimore,” Filippelli says. “It just came down to timing, and I had a gut feeling that Quarry Lake was the right place to open a store when I saw all of the great restaurants and stores opening here.”

Raina Dawn, which opened its doors in October, specializes in fashion-forward pieces that are wearable and versatile, as well as shoes, accessories, and gifts. (Look for brands such as John + Jenn, Greylin, For Love & Lemons, and Generation Love.) The store’s bright white walls, gold accents, ornate chandeliers, and pale pink pops of color will make you feel like you are shopping at your favorite SoHo boutique.

“My strength is definitely in the little details,” says Filippelli. “Everyone is busy with life, and to have a place where you are able to come in and have people help you choose things and style you from head to toe, there is a lot of value in that. I want shopping here to be an experience.”