New boutique brings feelings of ‘Up North’ to Madison

Sisters open up shop in Madison Wednesday.

Sister duo Nicole Howarth and Megan Schiele started Up North clothing and jewelry three years ago operating online and through pop-up markets.

Now the duo is bringing its first storefront to 404 W. Lakeside St. next to Lakeside Street Coffee House. The decision to open a storefront came after COVID-19 got rid of Up North’s event-based sales.

“Like a lot of businesses, we had to look at what we had been doing and make some changes,” Howarth says. “We just thought people really missed going up north … so we wanted to bring a little of that to Madison.”

For the sister pair, up north is a feeling as opposed to a specific place. Most items at the boutique are designed or made by Howarth and Schiele.

When Howarth and Schiele started the business they were seeking creative outlets. They started with a pop-up at a Madison Night Market and things took off from there.

Schiele creates jewelry and Howarth creates the designs for clothing and accessories. Up North also has home goods like candles, tumblers, glasses and pillows. For the holidays, they also curated gift sets featuring locally made products.

To adhere to COVID-19 restrictions, they will be limiting shoppers, wiping down surfaces, wearing masks and offering hand sanitizer. Up North opens Wednesday.