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Our Story

Welcome Home

“In 1994 when Galina and I were searching for a location to build a dream,

we imagined a place like Newtown. When we found 25 South State Street, we knew

we were home. This was the place where we would change the course of our

future and shape the lives of our employees and clients for years to come.”

– David Witchell, Co-Owner of DJW

David and Galina Witchell opened David J. Witchell at 25 South over 20 years go. They

started with seven eager new employees who became the founding members of the DJW

company. With an incredible amount of hard work and dedication, the Salon grew to

become the center of a growing business.


“We are deeply embedded in the community we love.”


Today, DJW houses over 160 employees, each grown from within and trained personally

by David & Galina. They have four locations on S. State St with a total of 22,000 square

feet. There are three women’s clothing boutiques – The Mezzanine, 25 South

Denim, and Essentials, each with its individual merchandise selection.


In 2016 we opened the new DJW Salon & Spa in Peddler’s Village

with three new boutiques, 25 South, 25 South Luxe at Peddler’s Village, and 25

South Crush, which adds another 11,000 square feet.