Sal Terrae: Inclusive, Community-Focused Fashion Downtown

Its name, inspired by the Latin phrase meaning salt of the earth, reflects the family’s vision of creating a welcoming and approachable shopping experience for all.

The boutique began as an online store before expanding into its first physical location at 324 South Broadway, Suite 200 in Fagan Studios. The move was made possible through Rochester’s "Downtown Nextdoor" program, an initiative designed to help small businesses test a brick-and-mortar presence without the barriers of a long-term lease.

Inside the boutique, shoppers will find a curated selection of contemporary women’s apparel. The inventory focuses on comfortable, everyday styles that balance current trends with wearability. Items range from cozy knit sets and sweater dresses to structured jackets, jeans, corduroy pieces, and casual tops. The boutique places strong emphasis on size inclusivity, carrying garments from Small through 3X, a feature that has quickly set it apart from many other boutique-style retailers.

Customer feedback highlights the quality and comfort of the clothing, with many noting how accessible and versatile the styles are. The family team ensures that the selection feels approachable for a wide range of ages and body types, making it a reliable option for shoppers looking for fashionable pieces that fit real life.

Sal Terrae’s arrival in downtown Rochester aligns with the city’s ongoing efforts to support local entrepreneurship and expand its mix of independent retail. As the community continues to evolve, boutiques like this one play a key role in creating a vibrant and personal shopping environment that cannot be replicated by national chains.

With its focus on connection, inclusivity, and modern style, Sal Terrae Boutique has established itself as both a meaningful addition to Rochester’s retail landscape and a promising example of small business growth in the city’s revitalizing downtown district.

Find them online at www.salterraeboutique.com

On Facebook at @Sal Terrae Boutique

On Instagram at @shopsalterrae

Pop-Up Hours (Through February 2026)

Wednesday – Saturday: 11 AM – 7 PM

Sunday – Tuesday: Closed