'Sammi Sweetheart' Builds Sweetheart Coast Boutique Empire

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Samantha 'Sammi Sweetheart' Giancola, a former star of the reality TV show 'Jersey Shore', has channeled her passion for fashion into building a successful boutique business called Sweetheart Coast. With two locations in New Jersey, Giancola carefully curates the inventory at each store to cater to the unique vibes and customers of the respective cities. She hopes to create a welcoming, confidence-boosting shopping experience for women.

Why it matters

Giancola's journey from reality TV fame to fashion entrepreneur demonstrates how individuals can turn their personal passions into thriving businesses. Sweetheart Coast represents Giancola's ability to evolve beyond her 'Jersey Shore' persona and build something deeply meaningful that reflects her own style and values.

The details

Giancola, who will turn 39 this March, had originally dreamed of attending fashion school in New York City. While her life took a different path, leading her to star on the hit reality show 'Jersey Shore', she has now channeled that early fashion ambition into Sweetheart Coast. With two brick-and-mortar locations, one on the boardwalk in Ocean City, New Jersey and the other in Atlantic City, Giancola custom-curates the inventory at each store to cater to the unique vibes and customer bases of those respective cities. The Ocean City store leans into a breezy, beach-town aesthetic, while the Atlantic City location offers a broader mix of clothing suitable for both casual and night-out looks.

• Giancola will turn 39 years old in March 2026.
• Sweetheart Coast opened its first location on the Ocean City, New Jersey boardwalk.
• Sweetheart Coast opened its second location inside the Ocean Casino Resort in Atlantic City.

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