When February comes to a close, the charming town of Collingswood will lose some of its sparkle.

Dawn Burke-Senna, owner of Haddon Avenue-based Charm boutique, is packing up shop and moving her store to Philadelphia.

“We’re on the move; we’re just not sure where,” said Burke-Senna. “Right now, we’re looking at sites in Society Hill or Olde City (Philadelphia).”

During the boutique’s latter years in Collingswood—Charm opened three years ago, on April 10, 2009—Burke-Senna said the decision to leave became clearer and clearer.

“About a year ago, I noticed that general foot traffic on Haddon Avenue—for shopping, that is—had really declined from what it was when we first opened,” she said. “My first year-and-a-half here seemed to be fine. After that, it was simultaneous. When more retail stores began closing, foot traffic dwindled.

“I think what happened, which is by no fault of the shopkeepers, was a tilt. Downtown Collingswood has become an area with a plethora of restaurants, and a scarce amount of quality retail shops,” said Burke-Senna. “I noticed that, as a shop would close, a restaurant would open. Not that it reduced foot traffic; there’s still plenty of foot traffic, but not the kind that’s interested in retail.”

According to the businesswoman, Collingswood’s business plan didn’t read as clearly as other areas.

“Developmentally, most towns have a plan—like Manayunk and Chestnut Hill, in Philadelphia—and the question is, where does Charm fit into that plan? And I just don’t feel like we do, in Collingswood, at the moment,” she said.

But Burke-Senna, who was born in Philadelphia and still lives there, said Collingswood overshadowed the city when she originally planned to open a boutique.

“I’m from Philadelphia. But I fell in love with Collingswood because it was charming,” she said. “That was three-and-a-half years ago, when it was bustling with stores, when it was really diversified.”

As a boutique owner specializing in clothing and accessories, Burke-Senna said there are many behind-the-scenes responsibilities customers may not realize.

“When I evaluate Charm as a businesswoman, there’s a cost factor for me to bring in exclusive lines. I have to travel to shows, meet with designers, get approval to carry limited quantities of merchandise,” she said. “I’m not a big store. I’m small, and I can’t just spend thousands of dollars on bracelets. I have to hand-pick everything.

“(Charm needs) to be somewhere where people are passing by each day, popping in. In Philadelphia, I host pop-up shops, which is when I outfit restaurants and other businesses to look like Charm. Hotel guests and diners come shop after dinner,” she said. “Opportunities like this, for exposure, seem to arise more in the city.”

Burke-Senna will officially close doors to the Collingswood Charm on the last day in February—which happens to fall on a leap year.

“If this year wasn’t a leap year, I’d be closing on March 1, which would’ve been the anniversary of the first day I took possession of the shop three years ago,” she said, before chuckling. “It’s a leap year, so I’m leaping out of here.”

Burke-Senna said her customers are excited about the move as she is, but saying goodbye will be bittersweet.

“I’ve been very community-driven during my time here, and I’ve enjoyed it,” she said. “I’ve had live fashion shows out on Haddon Ave. I was able to give small town girls a dream—all my models were my customers—I’ve had their mothers send me thank-you notes. Those things are bittersweet.

“This was not a decision that came easy. I’ve really planted myself here, and I have an amazing customer base,” she said. “But it’s time. It’s time for us to move on. There are no hard feelings; I had a wonderful run here. It’s bittersweet to leave, but I’m looking forward to a fashionable future.”

Beginning Tuesday, Jan. 17, Charm will be hosting a closing sale, extending to every item in the store, with discounts of up to 75 percent.