One of Salem‘s favorite locally owned retailers is getting a new home. As an added bonus, the team is also preparing to open a nearby gelato bar.
The family behind luxury accessories brand ZITELLE is relocating its popular boutique from Church Street to the former Witch Pix space at 172 Essex Street, right next to the city’s iconic East India Square Fountain. Witch Pix now operates at 29 Congress Street.
“ZITELLE is moving,” the brand announced on social media. “A new address. A heightened experience. A beautiful evolution of ZITELLE®”
Originally founded as a pop-up shop, ZITELLE has become known for its premium merino wool beanies, toques, scarves, gifts, and other accessories. Rather than simply shopping off the shelves, customers can personalize all of the store’s products, creating one-of-a-kind pieces that reflect their own personal style.
“Our love for wool, the arts, and style inspires us to design timeless wool pieces with an updated, contemporary form,” reads the company’s website. “ZITELLE hats are made with natural fibers and premium materials, ensuring next-to-skin comfort, durability, and a superior fit. Our brand encourages individuality by allowing choices through design and creates luxurious necessities that pamper and protect.”
In addition to the relocation, owners Gene, Tina, and Gia Buxton plan to open a new concept called Lil’ Zitelle Gelato Bar at 176 Essex Street, just a couple of doors down from ZITELLE’s new storefront.
The dessert bar, whose tagline is “Taste the Magic,” will serve handcrafted gelato, freshly brewed coffee, sweet treats, and a wide assortment of confections, inviting guests to “treat yourself to something magical!”
Gia told What Now Boston that the family is aiming to open Lil’ Zitelle Gelato Bar during the second week of July 2026. Meanwhile, renovations will soon be underway at ZITELLE’s new retail space, with the boutique expected to reopen on Essex Street before the end of July.
For the latest sneak peeks and grand opening updates, follow both ZITELLE and Lil’ Zitelle Gelato Bar on Instagram.
