About Us


SHIFT—named after the classic dress that started it all—opened on Nantucket in early 2010, when we saw a need for a contemporary on-island boutique that served both everyday and occasion shoppers. Our brands showcase resort-wear destinations, fashion trends, and necessary basics for seasonal living. Moving to Main Street in 2015, SHIFT continued to grow into Nantucket's premier boutique for ladies' coastal-chic apparel and accessories.  

We sailed across the Sound to Cape Cod in 2016, where we now have locations in both Chatham and Mashpee Commons. Having spent generations of summers on the Cape, it was only fitting for this family-owned and operated business to expand in an area that embodies some of the Russell family's greatest joys: family, fun, friends, summer, and play.

SHIFT is a lifestyle. We'll dress you from the boat to the beach to the bar, and every summer soirée in between.