New Boutique AmberNoon Opens in Wayne

The womenswear line was created by a King of Prussia dermatologist to protect against UVA and UVB damage.

Most people use sunscreen at the beach and pool, but are far less diligent about applying sunscreen before driving to work, running errands or dining outdoors. And most are downright negligent about providing sun protection for their necks, chests, arms and legs. “That’s precisely where I find a lot of melanoma,” explains King of Prussia dermatologist Dr. Erum Ilyas. “My patients always ask, ‘How’d that get there?’”

To provide full body protection from the sun’s harmful effects, Ilyas created AmberNoon, a clothing line with UVA/UVB protection. AmberNoon’s casual dresses, pants, cover-ups and hats are constructed with textiles woven tightly enough to block the sun’s rays. The fabrics are soft and durable, and aren’t chemically treated with UVA/UVB repellent. “I didn’t want to add chemicals to anyone’s life,” Ilyas says.

Dr. Erum Ilyas AmberNoon clothing line

Dr. Erum Ilyas.

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Pieces from the AmberNoon clothing line.

Launched online in 2017, AmberNoon was an immediate success. In April, she opened a brick-and-mortar boutique at Eagle Village Shops in Wayne. “As we were selling out of things, then reordering and redesigning, my home and office got over run,” Ilyas says. “I looked for storage areas, then thought I should look for a showroom so I could display the whole line.”

Ilyas, who is of Indian descent, is also excited about the prints she designed in palates that appeal to women of color. “I have to be able to wear my own clothes,” she says with a laugh. The brand is named after her and her husband’s daughter Amber, who is one of their three children. “All of the products carry the names of women who are important in my life,” Ilyas says.

A portion of the AmberNoon line will be part of the Market at Macy’s in Ft. Lauderdale, Fla. and Atlanta, Ga. The shops-within-shops will be open through the summer. For the pop-ups, Ilyas redesigned several of AmberNoon’s popular pieces, creating them in new colors available exclusively at Macy’s.

503 W. Lancaster Ave., Wayne, (215) 550-1241.

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