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  • Writer's pictureGreenwich Chamber

Ribbon cut for Just Because expansion, 30th

The Greenwich Journal & Salem Press

Darren Johnson

The Greater Greenwich Chamber of Commerce held what's believed to be its first ever ribbon cutting on June 3.

The recipient was Just Because, a women's clothing store in Livery Square Shoppes in the Village of Greenwich.

Celebrated was the store's recent expansion and 30th anniversary.

For the past few years, Just Because has been owned and operated by Jenness Binova-Laval. She took over two spaces upstairs last July, one of which was a hair salon, and her business grew from 1000 square feet to over 2000 square feet.

In an interview, Binoa-Laval said that this is also a celebration that business has recovered from the pandemic.

"Two years later, people are emerging," she said. "We had a group of customers the other day who hadn't been in since before Covid."

Binova-Laval also credits the growth of downtown new businesses as creating a synergy that brings in more customers.

As well, social media and an online store have been key to marketing, with limited items online to whet appetite and attract in-person visits.

With the expanded space, Just Because will have new offerings and more clothing lines, as well as shoes from companies including L'Artiste and Sofft.

"Business has been great," Binova-Laval said. Even during Covid, we stayed true to our mission of great customer service."

The Chamber hopes to make ribbon cuttings a regular event. If you'd like to work with the Chamber of Commerce on promoting your business, contact


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