Downtown Westfield NJ: The Heart of Local and Name Brand Retail

Lots of New Jersey transit towns are compact and walkable in their center. But they are usually only bedroom communities for the people who live there and work in New York City. What makes Westfield NJ different is that it's a destination town. Because of its free-flowing layout and intentional mix of unique local shops and restaurants with well-known, upscale mall brand stores, it's both commuter town and vacation-experience wrapped up into an appealing package that draws visitors from near and far.

While parking is often a challenge, because of the town's popularity, it's not that difficult to find a spot if you're willing to walk a block or two. For instance, you can park on E. Broad Street, near Mindowaskin Park, (except for rush hour--note the signs) and stroll into the core. Westfield is such a pretty town, that it's pleasant walking anywhere, so avoid the congestion and find a handy spot along the way.

The main shopping streets downtown are E. Broad Street, Elm Street, Quimby Street, Central Avenue and North Avenue. Parallel to North Avenue, on the other side of the railroad station, is South Street, which has numerous service businesses and restaurants. Perpendicular to E. Broad Street and North Avenue, is Prospect Street, where you'll find a few shops and two popular cafe/restaurants: 16 Prospect Wine Bar and Rockn' Joe coffeehouse.

The NJ Transit train station opens right onto the intersection of North Avenue and Elm Street, so you can walk from there to any number of charming restaurants on Elm and Quimby Streets, offering an international potpourri of cuisines. Some of them are BYOB.

Westfield is a fashion shopping day-trip destination, with name brands like Victoria's Secret, Ann Taylor, Eileen Fisher, Chico's, Esprit, Gap, Gap Kids, Williams-Sonoma and more.

What makes it much more interesting than simply going to the mall, though, is the one-of-a-kind resources you'll find there. For instance, Menina on E. Broad Street and Anais Boutique on Elm Street offer sophisticated clothing and accessories. For kids' clothes, there's Pumpkins & Petunias, near the movie house, on E. Broad Street.If you're a knitter, Knit a Bit is a charming yarn shop with a nicely edited selection and instruction available, too. It's upstairs above the shops, on Elm Street.

There are numerous shoe shops in Westfield, for women, men, and children. Also luggage, photography, coffee, and outerwear.

Because of the many restaurants and cafes downtown, you can start in the morning with breakfast at Panera Bread on E. Broad Street, stop for lunch at Rockn' Joe on Prospect Street, indulge in gelato at The Chocolate Bar on Quimby Street, and relax over dinner at Splash Thai on South Avenue or Mojave Grill on Elm Street. Eat, walk it off, eat, walk, etc.

For a break from the shopping and deciding, walk around Mindowaskin Park and release your mind to the sounds of quacking ducks and the beauty of the trees and the lake. If you prefer lunching with a sandwich or burrito, get takeout from Qdoba on Elm Street. Fresh, delicious, and affordable. Or pick up your order from Vicky's Diner on E. Broad Street and enjoy it al fresco sitting in the gazebo in Mindowaskin Park.

Along with all the shops and restaurants, the basics are also located right downtown: Post Office, UPS Store, MotoPhoto, a fun Trader Joe's market, supermarket, banks, cleaners, YMCA, etc. You can easily park once and walk to everything.

About 10 minutes away on E. Broad Street is the Westfield Public Library, with lots of Internet computers, free wifi, and comfortable wing chairs and study carrels, in case you're visiting with someone who'd rather read and surf than shop.

Online Shopping vs. Local Retail

The latest issue of Westfield Today, the official site of Downtown Westfield NJ, reports that even this destination shopping and dining town is feeling the effects of the upswing in online retail shopping: 

Like many towns, Westfield is not immune to the current retail climate and hardships. According to recent news reports, online shopping increased 20% during the recent holiday season and continues to grow year after year. Brick and mortar stores continue to feel the effects of this trend as well. Like many downtown environments, independent stores and service providers are finding it more difficult than ever to compete in this new era of retail commerce and many national chains are in a period of contraction rather than expansion of their retail stores. Westfield is certainly seeing this paradigm shift in retail.

There are some new openings in downtown Westfield slated for this month, such as a yoga studio, art and party place, art studio for kids' parties, T-Mobile, and a new lingerie and swimwear store.

Seems like retailers everywhere, both small-local and large-national, have to figure out a way to integrate online with in-store shopping, to keep customers motivated to show up in person. In-store-only deals? Will be interesting to see how this all shakes out. Meanwhile, brick-and-mortar retailers have to figure out ways to weather the sluggish profit picture.

Vicki's Diner

In New Jersey, freestanding diners--the art deco original-design kind--are a familiar sight. It's less typical to find such a gem tucked between shops on a busy downtown street. Vicki's Diner, on E. Broad Street, in downtown Westfield NJ, is a shiny example.
With gleaming chrome panels interrupted by bright red stripes, Art Deco signage, and red upholstery on the booths inside, Vicki's Diner is a popular destination for locals who know they can get pumpkin pancakes (in season), a warming bowl of chicken soup, wraps, salads, omelettes, takeout, and daily lunch specials. Breakfast is available all day, soups are fresh and homemade. Service is warm and personable at this family-owned downtown Westfield diner.

Westfield NJ a "Great American Main Street"

If you wonder why Westfield NJ appears as one of the Best Places to Shop & Walk, don't just take my word for it. Here's what the National Trust for Historic Preservation had to say when it awarded Westfield its "Great American Main Street Award" in 2004:


"For economic revitalization, enhanced downtown and historic preservation by Downtown Westfield Corporation."

Westfield was one of only 5 towns in the entire United States that won the designation. The other towns were Burlington IA, Encinitas CA, Paso Robles CA, and Rogers AR.

The Farmhouse Store

The arrival of The Farmhouse Store on East Broad Street (from its previous location on North Avenue) brings its cornucopia of home decor and personal accessories to the center of Westfield's downtown pedestrian walking district.



















This is a real one-stop-shopping sort of place, where you can find colorful accent rugs, throws, bird houses, pillows and planters along with attractive dinnerware, bowls, baskets, tabletop accents, candles, soaps and creams, lamps and side tables. If you're purchasing gifts here, you can buy accompanying cards to go with them.


The Farmhouse Store Barnwood Collection is a line of furniture that is "handcrafted using antique barn boards that have been carefully reclaimed from old barns and mills. This beautiful old wood is between 100 and 200 years old."


In the personal fashion category, there are charming tapestry-patchwork totes, several cases filled with artisan jewelry,


and sophisticated crafty handbags and backpacks.

Kiehl's Since 1851, in Westfield NJ

Kiehl's Since 1851 is known for skin and hair products made from natural ingredients.
What I didn't realize until I stopped in the Westfield shop on E. Broad Street, is that Kiehl's also makes products for children and babies.







Even more unusual is that it's a source for natural grooming products for dogs and horses! Did you know that? Here are photos of pooches with healthy coifs, courtesy of Kiehl's.











For women, there is a complete line of face, body, hair, sunscreen and fragrance formulations. Men can find natural shampoos, hair styling, and lip care treatments.

Ahrre's Coffee Roastery in Westfield NJ

You can't walk down Elm Street in downtown Westfield NJ without noticing the comforting coffee aroma wafting out from Ahrre's Coffee Roastery. This tiny storefront is home to "the highest grade of Arabica Coffee available from around the world . . . and Ahrre's roasts"the beans in small batches to insure the quality of the roast and to maintain our high standards of freshness." It's that small batch roasting process that makes this fair-trade sourced coffee special.

Another thing that makes Ahrre special is the concert series he produces, Coffee with Conscience, which raises funds for worthy charities while showcasing national touring folk, blues, and folk/rock performers at the First Methodist Church in Westfield. The next concert will take place on September 19th, featuring Bob Malone.

Rockn' Joe in Westfield NJ

Rockn' Joe is one of those local spots that seamlessly spans generations. Depending on the time of day or day of the week, you'll see moms with kids, teenagers, Boomers, or seniors, enjoying really fresh and delicious healthy sandwiches, soups, quiches, omelettes, and salads; dreamy desserts; specialty coffees, espresso, teas, and blended smoothies.

Most of the time the music -- which tends towards the rockn' side -- is piped in from above. But on Wednesday nights, there's an open mic which spotlights local singer/songwriters. On weekend afternoons you can often see friends and family filling the house to support the sounds of fledgling teen bands, such as Boulevard.


Call Rockn' Joe to find out about other scheduled gigs. The atmosphere is casual and cozy, the service friendly and knowledgeable.

More Summer Music in Downtown Westfield NJ

Did a drive-through downtown Westfield NJ last night on the way back from a meeting in Garwood. Weather was perfect, and downtown was hopping, with a nice crowd gathered on North Avenue in front of the train station to hear live jazz.

TONIGHT: Don't forget to check out the weekly Wednesday music double-bill: Open Mic at Rockn Joe AND The Booglerizers at 16 Prospect Wine Bar. From 8-10PM both places. On Prospect Street in downtown Westfield NJ, between North Avenue and E. Broad Street.

Just bounce back and forth to hear good tunes, see new talent, and enjoy good food and drink, right here in downtown Westfield NJ!

A Good Parking Problem in Westfield NJ

It's sometimes difficult to find a parking space in downtown Westfield, NJ. Contrary to what you might think, that can be a good thing. It means this busy commuter village of 30,000 residents has become a destination for high end shopping and high visibility dining, and lots of people want to be there.

How did this come to be? And what makes Westfield NJ different than any number of well-off suburbs in the New York metropolitan area?

For one thing, the street layout has an open, breezy feeling, with the NJ Transit station spilling its passengers right onto Elm Street,

a "restaurant row" that is especially appealing during the warm weather months, when every eatery has outdoor cafe tables out front.

For another, Westfield NJ decided years ago to energize its shopping core by inviting high end national brand mall stores into its downtown, intermingled with local unique merchants. In a region where mall shopping has become the norm, Westfield NJ is able to compete with the malls as an alternative destination.


It's become a fun place to spend the day or evening: shopping at brand name retailers such as Ann Taylor, The Gap, Victoria's Secret, and Aerosoles, along with quirky local boutiques and service businesses, then grabbing a bite at any of the numerous and varied cafes and restaurants right there.

So, unlike other commuter towns in New Jersey or New York, which can feel rather insular and provincial, focusing in on their residents and wary of outsiders, with downtown merchants struggling to lure enough business to stay afloat, Westfield NJ has come up with a mix of retail and dining that satisfies the needs of its residents while also attracting the spending power of visitors from other places. The result is a town that always feels like the place to be, with a vibrant street life and upscale tone that feels a bit like being on vacation.