News, Reviews & Awards

SEA, a new boutique in York Beach

Amy Root-Donle/photos@seacoastonline.com Professional makeup artist and owner of Sea in York Beach, Erika McCauley.

By Rob Levey
yorkweekly@seacoastonline.com
February 13, 2008

YORK — With an extensive background as a make-up artist in the entertainment industry, Erika McCauley has opened SEA, a boutique store on the ground floor in the renovated Atlantic House in York Beach.

Focusing on higher end cosmetics and jewelry, clothing, and accessories primarily made in New England, McCauley said she hopes to attract a diverse customer base but is really targeting what may be described as "the alpha female."

"My demographic is the 30-something female and older that has a definite sense of style, knows what she likes, and is not afraid to pay money for great quality," McCauley said.

Higher end cosmetics, however, does not mean exorbitant prices at SEA, as McCauley said her years as a make-up artist in the entertainment industry has allowed her to make direct contact with various distributors, meaning she can keep her prices lower.

McCauley said her background in the entertainment industry includes her work as a make-up artist on a documentary that won an Oscar.

"It's funny, but that was my small brush with fame," she said.

For now, though, McCauley is excited about SEA, which opened its doors in the end of December, and as for why she chose to open in York Beach at that time of year she specifically pointed to the revival in its downtown.

"The Renaissance in York Beach definitely influenced my decision to bring a business into the area," she said. "With the Renaissance going on, that is what we are going after — to bring diversity to the area."

McCauley said she has worked diligently to bring in a number of jewelry lines from New England craftsmen, including Harvest Gold from Center Lovell, and Keith Field Goldsmith from Portland.

Accessory lines include pocketbooks from Farci, while some of her mainstays for clothing lines will be jackets by Venesha made with high quality angora, and the Elizabeth Gillett collection.

SEA is currently open from noon to 8 p.m., Thursday through Monday, and McCauley notes she will most likely be open seven days a week beginning sometime in April.

As for how business has gone for SEA so far, McCauley has been pleased and noted Blue Sky on York Beach's presence on the second floor of the Atlantic House as helpful in drawing people to her "cozy and inviting" shop.

McCauley said she wants to make it known she is more than willing to help women of all ages learn more about make-up and understand how to achieve a more natural kind of beauty.

"I'll sit there and teach them how to put it on based on whatever issues they are having," she said. "I want to make women more attractive with a minimal amount of make-up and I can custom match foundation with a woman's skin color exactly — from pure white to pure black and everything in-between."

"In the changing world of fashion and beauty, we offer women of any age the products and the knowledge to keep current," McCauley said.

For information, call (888) 625-3839 or visit www.mynecessaryluxuries.com.