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Recovering From Disaster: 5 Questions With Diane Courtney, Owner Of Tangerine Boutique

By November 23, 2012February 1st, 2018Interviews
Recovering From Disaster: 5 Questions With Diane Courtney, Owner Of Tangerine Boutique

Tangerine Boutique opened its doors in 2003, just three blocks from the ocean in Bay Head, NJ.

When you hear the phrase, “experience a slice of Tangerine,” that could mean anything from classic, comfortable women’s fashions to trendy party dresses, along with shoes, handbags, jewelry, accessories and everything you need for a day at the beach.

Originally from Delaware, Tangerine Boutique owner Diane Courtney loved the idea of opening a small shop in a charming, seaside community like Bay Head.

Three years after graduating from Drexel University, that idea was brought to life. On October 29, 2012, the resolve of Diane and other Jersey Shore business owners was challenged like never before by Hurricane Sandy.

Question: Explain what kind of loss and damage your business experienced as a result of Hurricane Sandy, and what went through your mind when you walked into the store for the first time after the storm.

There was furniture that had been moved in front of the doorway, so my husband had to get it out of the way before we could even get into the store. That wasn’t a good sign. When I first walked in, it was complete shock. It was more destruction than I could have ever imagined. It took me a couple days to really get moving, working and figuring things out.

Tangerine Boutique Front Door

The view through the front door of Tangerine Boutique after the storm.

The water had receded but the water stains showed it was almost four feet high. There was mud all over the floor. Things were toppled over. We made sure all merchandise was a few feet off the floor, but that obviously wasn’t safe enough.

The loss of merchandise was huge. I was completely stocked with no more shipments through Christmas, so I was at full capacity and ready for the holiday season. Not only merchandise, but furniture and display cases that I had collected during almost 10 years in business were destroyed. It’s unbelievable how much stuff I had to throw away. It was a major shock.

I never dreamed I could ever have that much water in my store.

Question: What have you done so far to rebuild and what steps do you plan to take next?

Honestly, my store has actually moved along very quickly. I was at a business meeting and people said my store is like a ray of sunshine because we already have drywall in there. We’ve been able to dry out the store and clear out the damaged drywall with the help of volunteers.

A crew from North Carolina showed up out of the blue one day and said, “We’re here to help.” It kind of kicked my butt into gear because I was moving very slowly. Then I had this crew come out of nowhere, ripping out drywall and taking furniture out to the street. What they did in three hours would have taken us at least a week or two. I can’t thank them enough.

They really helped me get things moving. My landlord is on top of things and already has a contractor in there working. We’ve actually started painting already. I was hoping to reopen by spring, and now my target date is December 1.

The only thing holding us back right now is the National Guard blocking off Bay Head because it’s just not safe yet for people to come in and out. They’re still cleaning out debris, doing inspections and determining whether or not the area is safe. If it is, we should be able to open December 1.

Tangerine Boutique Crew

Diane (behind the banner wearing a pink scarf) and the clean-up crew from North Carolina.

Question: What do you see as the biggest challenge to overcome before you can say things are back to normal – or, will things every truly be “normal” again?

The first challenge is making sure the area is safe. The next challenge is getting people to come back to these shore towns and shop local. I know we have a great following and our customers will come back, but we need more than our regulars to survive.  People may think the beaches are gone and the businesses are gone. Are people going to still visit the shore? I believe they will. But people might be nervous about coming to Bay Head, at least right away. We just don’t know.

Tangerine Boutique Water Line

“I never dreamed I could ever have that much water in my store.”

The hurdle between now and when things hopefully do get back to normal is how to recoup my loss. I have to look at other avenues instead of just opening my doors in Bay Head. When I thought we might not be open until spring, I was thinking about how I’m going to survive until then, whether it meant a temporary location, home parties, holiday events, any kind of events.

We’re already planning those kinds of events to fill some gaps. A lot of the merchandise I’ll be selling is damaged, so I’ll still be losing money on it. I can make money off some of my merchandise, but even if that goes well, I still have to figure out how to bring in extra income because we really don’t know what the future holds, short-term and long-term.

Question: From a business standpoint, is there any lesson that you can take away from this experience?

(laughing) Well, I know I would definitely clean out the store completely if a storm like this is ever forecast again. On the positive side, I feel like I’m more connected with my customers than ever. I emailed everyone on our list and kept in contact as much as we could through Facebook. The number of responses we received was overwhelming. Everybody is checking in to make sure we’re okay. Our customers really care about us, and those relationships are even stronger now.

As far as business operations, don’t just buy insurance, and make sure you know what you’re paying for. I’m not going to get any insurance money because I didn’t have flood insurance. I can’t get in touch with my insurance agent and that’s been a pretty common story around here. Everybody’s having a hard time getting any kind of claim filled. At this point, I still don’t know what’s covered. This has been a tough learning experience.

Tangerine Storefront

Tangerine Boutique Storefront

Question: What is the state of the business community in Bay Head and surrounding areas?

I have to say the morale has been amazing. The local business association got together the other night, and we kind of went around the room so everybody could tell their own story. There were a lot of tears. Some businesses are in worse shape than others. But everybody said, “We’re coming back and we’re gonna be stronger than ever.” There’s no doubt about that. The camaraderie was amazing and we’ve all gotten so much closer.

We all recognize there’s a ton of work to do. We see it every day. The mounds of trash in front of businesses and houses are unbelievable. There are 60 homes in the water in Mantoloking, and another 157 need to be knocked down. That part of it is really sad.

The amount of humanity – inside the business community and from others who want to help – has been incredible. People have really come together to help each other.

Tangerine Boutique is located at 84 Bridge Avenue, Bay Head, NJ 08742. Reach them at 732-892-8300 and visit them on Facebook.

Please support Tangerine Boutique and other local businesses as they continue on the long road back from disaster.


Join the discussion 10 Comments

  • Sue Price says:

    Hi Scott

    What a moving story. That team showing up from North Carolina is amazing and so heartening to hear.

    It is good to hear Diane is going to be back in business and that things are moving along.
    I live in a seaside tourist town in Australia. We had flooding the last couple of summers but nothing like Sandy!
    Thanks for sharing this story Scott.


    • Scott_McKelvey says:

      Hi Sue,

      When Diane told me she hoped to be open December 1, I almost fell out of my chair – in a good way.

      Not to kick off a scientific discussion, but with the volatile weather patterns caused by global warming, we may have to expect more storms like this. Very scary.


  • Yeremi Akpan says:

    When disaster strikes, I am always moved when I see strangers move into action for the good of all. If only we could be that way all of the time…

    • Scott_McKelvey says:


      So true. One of the benefits of crisis is a renewed sense of community and humanity, even if only temporary.


  • Hi Scott,

    Thank you for sharing this story. Even TV doesn’t really relate how much damages hurricane Sandy has done. It’s nice to see that this shop owner has recovered well.

    • Scott_McKelvey says:

      Hi Sylviane,

      Yes, I’m happy to share one of the positive stories. I know others in that areas that are damaged beyond repair, but the overall resilience being shown by residents in these areas is inspiring.


  • Carol Minarcik says:

    Hey Scott, Great Post. I feel sorry for everyone who had to deal with this Storm. I live in Texas and never really remember any bad weather to this extent.. Carla was the last one, and I was only 3 at the time. I think no one really understands the devestation of a storm without experiencing it first hand. Thanks for the post, I felt the frustrations as I read it. I am sure it will take allot of time for people to get back to normal but it will happen.

    • Scott_McKelvey says:

      Hi Carol,

      Thanks! I can’t imagine what it must have been like to wonder what was happening to your home or business during a storm like that. Truly gut-wrenching. They’re definitely working hard to get back to normal as quickly as possible.


  • Adrienne says:

    Hey Scott,

    Diane sounds like she has a wonderful business community and lots of great customers who really care about her and the business. I know that when a hurricane like this hits you never know what to expect. Like Carol, I live in Texas yet I’ve been through them all. We’ve also been very fortunate to not live in an area that floods although there has been extensive damage all around us due to falling trees and flooding as well. It just never hit us specifically.

    Sounds like she’ll be bouncing back and I’m happy to hear that the community is eager to get things back to some type of normalcy as soon as possible.

    Thanks for sharing this interview with us and I wish Diane all the best.


    • Scott_McKelvey says:

      Hi Adrienne,

      As someone who grew up about five minutes from Tangerine Boutique, I can say for sure that the business community, especially the mom and pop shops right along the shore, are a very close knit group. Thanks for the kind words, and I’m sure they appreciate the support!