Second Look Styling

Second Look Styling is a sustainable consignment boutique located at 709 South Avenue in Rochester's South Wedge neighborhood. Founded by Sarah Beth Pavia, the business started as an online styling venture in 2018 before opening its brick-and-mortar shop in early 2025. Pavia, who moved to Rochester in 2011, built a following on social media by curating secondhand outfits and home décor sourced from local thrift stores, antique shops, and garage sales. The business name comes from her habit of encouraging friends to "take a second look" at their own styling potential.

The boutique carries a mix of pre-owned clothing and accessories spanning everyday brands, designer labels, and vintage pieces, alongside a selection of homewares and décor items. Beyond retail, Second Look Styling provides several additional services:

• Consignment — customers can book appointments to sell qualifying items through the shop
• Personal wardrobe styling and image consulting with founder Sarah Pavia
• Home decorating guidance using secondhand and sustainable finds
• A micro-event space available for private shopping parties and Sip and Shop gatherings
• Rotating monthly pop-ups featuring local vendors

The shop also offers a student discount of 10% with a valid ID, available Wednesday through Saturday.

Second Look Styling is built around the idea that secondhand shopping can deliver both quality and style without a high price tag. The boutique distinguishes itself by combining consignment retail with one-on-one styling services — a pairing uncommon among Rochester-area resale shops. Pavia's background includes serving as a brand ambassador for Goodwill and earning features in local business publications, grounding the shop in a community-connected approach to sustainable fashion.

The shop sits on South Avenue in the South Wedge, a walkable neighborhood south of downtown Rochester anchored by independent businesses, restaurants, and coffee shops along the South Avenue corridor. On-site parking is available. The store is open Tuesday through Friday from 11 a.m. to 5 p.m. and Saturday from 11 a.m. to 4 p.m., with Sunday and Monday closures.