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Meet Silvana Costa of Wicked Peacock and Strut Boutique in Rockport

Today we’d like to introduce you to Silvana Costa.

Silvana, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Wicked Peacock started as Wicked Peacock Designs, where I initially made fascinators and unique hair accessories for off-beat brides. Because I had been collecting vintage jewelry to embellish the fascinators, I started to make jewelry by up-cycling the vintage pieces for parts. I sold my products at markets, pop-ups, a few select boutiques and I also hosted private parties around Boston. In addition, I worked with stylists and photographers as a jewelry stylist for editorial shoots. While I really liked making and styling jewelry, what I loved was meeting other seasoned jewelry designers whose work was, in my opinion, more interesting and very inspiring. This led to an idea: what if I created an on-line jewelry boutique featuring the work of independent and emerging artists? I hired a developer, used the Etsy platform as a model, but unlike Etsy, the site was highly curated. was born, and was an epic fail.

What I learned was that jewelry is an emotional-tactile kind of purchase, and high priced jewelry from undiscovered artists was a tough sell online for a start-up with a shoe-string marketing budget pre Instagram. But I knew was onto something real because when I did pop-ups, people loved the jewelry and accessories I curated.

Fast forward to a staycation with my then-boyfriend to Rockport for the weekend. We were walking around and I saw a storefront for rent. We called the number, and the rest is history. Wicked Peacock has been in Rockport for the last 5 years, offering the best selection of jewelry and accessories in the Boston area. Our edgy, boho, classic-chic style appeals to stylists and tourists alike. We just opened our second store, Strut Boutique, in June which maintains the Wicked Peacock aesthetic and feel, but is all clothing and gifts.

I love what I do because, at the end of the day, I am in the business of making women feel more confident. My customers come back and tell me about all of the compliments they’ve received wearing Wicked Peacock and Strut pieces. This is amazing! When you look good, you feel good and you project goodness outward. This kind of confidence is palpable and inspiring to others. No joke, the right pair of earrings can help you close a deal, ask for that long over-due raise and flirt with the hottest guy at the bar. Try it!

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Rockport is a highly seasonal location so it can be tough for small businesses to stay afloat. You have to buy effectively, and in my business, trend-spot seasons ahead. Luckily, I have an instinct for that kind of thing. Because of the short selling season, you have adapt and innovate accordingly. If something doesn’t work, you really have move on immediately.

Like every business owner, I’ve had some hard lessons in cash-flow management. If it weren’t for the financial support of my family who believed in me and my business, I would not have made it through the first season. But you figure these things out as you go and now I have systems in place to carry me through the off-season. I also had some tax lessons to learn in the beginning. When you own the business, you’re both the employer and the employed, so your tax contribution essentially doubles. Yikes! That was a tough one to wrap my mind around, and something you can’t get too caught-up on. Pay them and surge forward.

I moved my life to Rockport for my business. I was able to do that because I am basically unencumbered by family, marriage, children or debt. While it’s an extremely beautiful place, and I am grateful to be in Rockport for countless reasons, at the end of the day, I am a city person at heart and I’ve struggled living in a small-town. While most people come to Rockport to relax and rejuvenate, I got to Boston, NYC and LA to find solace. There, I walk around with the freedom that living in a small town doesn’t always offer.

So, as you know, we’re impressed with Wicked Peacock ad also Strut Boutique – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
Wicked Peacock is a jewelry and accessories boutique featuring the work of emerging artists, fair trade items, and fun fashion pieces. We’re an edgy, boho, classic-chic style, always fashion-forward and ahead of the trends. We specialize in curating an incredible selection of unique pieces, and offer our customers and amazing shopping experience with creative displays and fresh products arriving daily. Our newest concept Strut Boutique is a clothing store, with a super stylish selection. Everything in store is mostly under $100–except for our shoes and bags, which are artisanal leathers and more-so investment pieces.

So, what’s next? Any big plans?
Our customers find us in Rockport, and because they’re from all over the world, want to shop our selection online. While both stores have a great social media presence, I’ve been less-vigilant keeping up with the online site, mostly because our products sell so fast in-store that it is hard to manage. We really need to re-vamp our website, and that is what is in the works this winter–for both stores.

Contact Info:

Getting in touch: BostonVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.


  1. C Bergstrom

    November 6, 2017 at 8:18 pm

    Wonderful background info. Bright and clever gal!

  2. Peggy

    November 7, 2017 at 10:00 pm

    Hey Sylvana I thought this really was a great review! I just did my questionnaire recently myself here at Pop Gsllery / Glosta!
    Hopefully our businesses will boost and our paths will cross again before a year elapses?
    Great luck this season! ✌🏼💕

  3. Amanda

    November 7, 2017 at 10:09 pm

    Love this feature! Silvana is a gem and so are her shops!

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