ASK any local clotheshorse: The shopping scene in St. Louis has changed dramatically in the last five years. St. Louis used to be one of those Midwestern cities where the divide between what you saw in fashion magazines and what you could find in local stores was an unbridgeable gulf.
That’s all changed. Now St. Louis has more than two dozen women’s boutiques (defined for the purposes of this story as independent, locally owned retail clothing stores), each with its own unique style. Gwen Stefani has been photographed wearing a T-shirt that is available in only two stores in the world: Fred Segal in Los Angeles and Play in St. Louis. Ladies who love Lilly have easy access to a premier signature Lilly Pulitzer store—one of just 22 in the country. Lucky magazine featured Byrd and Mezzanine as two of the best boutiques not just in St. Louis but also in the world.
Shopping in a boutique is a different exp- erience than shopping in a chain or department store. Each store is a reflection of the taste of the owner, many items are one of a kind (at least in St. Louis), and stock changes frequently.
With a boutique, “you just never know what you’re going to find,” says Anna Spector, owner of Mezzanine in the Central West End. “It’s much more exciting. Designers change frequently, and you’re going to find more unique, one-of-a-kind pieces.”
That’s not a guarantee, however, that you won’t find your recent boutique purchase on the rack at Neiman Marcus or even Famous-Barr. Most owners make between four and eight shopping trips each year, mainly to New York and Los Angeles (some also go to Dallas, Atlanta and Las Vegas). But the chains attend the same shows, which means there’s a chance they’ll make the same buys. “Most people don’t realize that we all go to the same markets,” says Jessica Paquette, owner of Crush in Chesterfield. “I’ve been in a booth and had the Nordstrom rep come up behind me. It’s hard for me because my shop is little. Is the designer going to ship 12 items out to me or 12,000 to the big guys?”
And it’s not just about volume. Once a department store becomes enamored of a designer, that designer is never the same. “I try to find new, innovative designers before they’re discovered by the big guys, because once the department stores get them, they ruin them,” says Merle Freed, owner of Merle Freed in Ladue. “They start guiding the designer and take away all the individuality.”
Fortunately, it’s easy enough to stay away from the pieces department stores carry. “A lot of the time, the lines are so big—100 pieces of clothing offered in four different colors—that the chances of us overlapping on one piece of clothing are slim,” says Laurie Solet, owner of Laurie Solet in Clayton. “I choose what I love regardless of what other people are doing, but it’s usually different.”
It’s different because tastes vary, and, to a person, boutique owners say their purchases are driven by their passion. “I buy what I like, which I think is the wrong answer if you go to fashion school,” says Natalie Woods, owner of Daisy Clover in Webster Groves, “but so far it has worked.”
Aside from the fact that each item is lovingly handpicked, most boutique owners point to one thing that sets them apart from mass-market stores: customer service. That’s a departure from the reputation of boutiques in such status-conscious places as Manhattan and Beverly Hills. Remember poor Julia Roberts in Pretty Woman, stranded on Rodeo Drive with thigh-high patent-leather boots and a fistful of cash? “I have money to spend in this place,” she protests to the perfectly coiffed, elegantly disdainful saleswoman. “We don’t have anything for you here,” the saleswoman sniffs. “Please leave.” Venture into almost any of St. Louis’ fine boutiques and you’re in for a friendlier reception, even if you’re dressed like a streetwalker.
“We pride ourselves that every person is welcomed in the store,” says Woods. “It doesn’t matter what you’re wearing. If you’re in here, you’re going to be treated like a friend or a sister.”
Solet says, “The number-one advantage to shopping in a boutique is the customer service and the friendly atmosphere. Every person through the door is treated like a friend we’re happy to see. Our motto is ‘Come on in, take a look, hang out—no purchase necessary.’ We see it as a fun place to hang out, and oh, by the way, we sell clothes, too.”
Not all local boutiques are superfriendly to shoppers they don’t know, as we found out when we secret-shopped them all, but once you become a regular customer, the experience always improves. “If you’re a repeat buyer, you become friendly with the staff and the owners and it’s more of a social event than just running into the mall and picking something out,” says Maeghan O’Hagan, one of the owners of Lusso in Clayton.
Boutique owners know that their repeat customers are their bread and butter—most say 75 percent of their clientele are regulars—and they act accordingly. Resort Classics will track down anything a customer finds in the Lilly Pulitzer catalog or a magazine, order it and hold it for the customer for 48 hours before putting it out on the floor. Resort Classics, The Bassford Shops, Play and Vagabonds offer private sales to their best customers. Some even have specific customers in mind when they go “to market.” And all consider it their duty—and a pleasure—to help a customer put together the perfect outfit.
Though boutiques old and new are united in claiming that they offer the best customer service, there is a marked separation between those that have been around for a decade or more and those that have exploded onto the boutique scene in the past few years. The new generation has done more than reinvigorate local shopping; it has ushered in a new spirit of camaraderie.
The old guard of boutiques, say insiders, was viciously competitive, with owners ignoring each other at events, banning each other from their stores and sometimes even trying to block each other from carrying favored designers.
The new boutique owners have a totally different attitude. “There’s definitely a comm- unity,” says Spector. “We’re all proud to be women in business, and we look forward to seeing one another at the shows. There’s a camaraderie among us.”
“I have found that it’s not competitive at all because there’s a lot of diversity,” agrees Brandy Pinol, owner of Testimo in Ladue. “On the East Coast and in L.A., I hear, it’s just the opposite—really fierce—but I haven’t found that here at all.”
That friendly lack of competition means that newly minted boutique owners feel free to breeze into the shops run by their competitors—and even tell customers to do likewise.
“I know I share customers with other boutiques,” says Elizabeth McGee, owner of Essential Elements in Ladue. “I had a customer the other day who asked where she could find a gold purse. I’ve never talked to Laurie Solet in my life, but I said, ‘Go to Laurie Solet—I’m sure she has something for you.’”
And Solet is happy to return the favor. “Not only do I share tips with other owners, but I often refer,” she says. “If a client is shopping for something special and I don’t have it, I can get on the phone to Margo at Byrd or Melodie at Vie. We send a lot of girls to other boutiques.”
And though most boutique owners say they don’t have time to shop around, the new generation is more likely to welcome peers rather than banish them, because although those shopping trips might have a business component, they have no evil intent. “Yes, I’m scouting the competition, but I love clothes and I like to see everyone’s point of view,” says Freed. “There is so much business to be had, there is room for everyone.”
It might seem limiting to be a boutique owner in staid St. Louis, a place where the success of a preppy stalwart such as Resort Classics is a given but where edgier boutiques might find less of an audience. On shopping trips to the coasts, some owners say, they see things they’d love to sell in their shops but know just wouldn’t catch on in St. Louis.
“I was so upset when I went to Seattle,” says Freed. “These European lines were to die for, but so expensive. We’re talking $900 pants. They were so avant-garde, I was trying to figure out what kind of body would look good in them.”
For Woods, “the thing to avoid is expensive handbags. No one blinks an eye at a $260 pair of jeans, but a $400 handbag? Never in a million years. I don’t think that’s true of all places, but it’s been true for me.”
Though most owners shy away from extremely expensive merchandise, as far as style is concerned, risk within reason seems to be the guiding principle—a policy that has yielded interesting results. “St. Louis customers end up loving things I thought would be too funky—they end up being some of our best sellers,” says Spector.
“Some of the most fashion-forward things are the things that sell first,” agrees Solet. “Customers respond to interesting and unique pieces. Sometimes our more conservative pieces are the last things to go.”
Ever wonder what happens to sale merchandise that doesn’t sell? Whereas many department stores dump dogs on their outlet branches or sell batches to local resale shops, boutiques usually clear their own stock. A few have used closeout specialists that sell clothes in other markets, such as Atlanta or Japan; others donate the dregs or give them to friends and family. This month, Laurie Solet will launch online sales on her website, which will enable her to sell her leftovers to parts of the world where the seasons are opposite, such as Australia. One thing she won’t do, she says, is sell them locally. “You will not find your $500 dress on a sale rack at a resale store for $50,” she says. “That’s a courtesy to my clients.”
“It’s all about how you sell it,” says Margo Kopman, owner of Byrd in Clayton. “Women don’t want to look like they’re trying too hard, but, at the same time, they still want to look fabulous. You just have to talk them through it.”
Sometimes even a high price isn’t an impediment. In one instance, Kopman gritted her teeth and bought a line of shirts with price tags as high as $550. “I was really scared,” she says. Her fears were unfounded: The shirts flew off the racks.
Some experiments aren’t as successful, but for boutique owners who stock their stores with things they would wear themselves, there are worse problems. “If it doesn’t sell, it’s mine, which is fine with me,” says Solet.
The thirst of St. Louisans for cool clothes and forward-thinking fashion may surprise some, but not the people who make a living serving it up. “It’s a common misconception that we’re not as style-conscious here,” says McGee. “It’s just a different style.” And with boutiques continuing to pop up all over the city, that style will only expand. “We’re not just a department-store town anymore,” continues McGee. “When I hear people say they only go out of town to shop, it really makes me cringe—and I used to be one of those people. But if you go out of town to shop, you’re really missing some great stuff. It’s all here, for everybody—and it’s only going to get better.”
WHAT’S HOT FOR FALL
The fall shows always energize the fashion community, but each owner has a different take on what’s hot this season.
Kevin Glazer, Play: “Fall fashions are all really luxurious—lots of cashmere, and denim with everything. For evening, people are going to be super-dressed-up, and jackets are going to be the hugest thing. You’re still going to see a lot of embellishments, but done in a much classier way.”
Elizabeth McGee, Essential Elements: “I think this fall is a true fall. The color palette is beautiful, and everything had a feminine twist.”
Joan Buchaniec, Resort Classics and The Bassford Shops: “Embellished, embroidered jeans are strong, as are cashmere sweaters, blazers and woven button-down shirts.”
Nancy Rose, Just Chic: “A lot of embellishment and embroidery, appliqués, metallic. I love it.”
Jessica Paquette, Crush: “Cowboy boots, which is so great because I’ve had them for three years, so it’s about time. The bohemian cowboy look is big—longer skirts with cowboy boots—and cropped blazers.”
Melodie Tauben, Vie: “The ethnic thing is still big—skirts and tunics—a lot of embellishment. A lot of beautiful, really interesting jackets, either cut very differently or with stitching or embroidery. There’s also a push toward beautiful, clean classics.”
Carla Felumb, Mister Guy: “The biggest thing is the new sweater blazer, and I’m seeing a lot of short knitted blazers.”
Lee Johnson, Lee J.: “Fabric and color. Spring was hot with turquoise and fuchsia; for fall we’ll see darker versions of those. People are going back to pure fabrics, like 100 percent wool.”
Merle Freed, Merle Freed: “Embellishment, embellishment, embellishment, which is so fun. The ladylike suit—matching pieces are back again. The return of black, big-time. The traditional business suit, but the twist is how you make it your own—a scarf, brooch, necklace, art piece. Everything is in jewel-tone velvet—shrunken jackets, wonderfully fitting velvet pants that can be very casual or very dressy. Teal is one of the most important colors, along with sapphire and garnet—they’re just beautiful colors, and they add a luminescent quality to the skin.”
THE BOUTIQUES
ANNA’S BOUTIQUE
41 Clarkson, 636-227-5546
Owner: Anna Palazzo
Opened: 1989 as Anna’s Alterations,
boutique in 2005
Style: Modern, contemporary, vintage
Labels carried: Troo, David Kahn, New
Frontier, Funky People
Sales: January and July
ANNEX TWO
12623 Olive, 314-576-5557
Owner: Donna LaMarca
Opened: 1985
Style: “Sportswear-driven, upper-end”
Labels carried: Woman, Elliott Lauren,
Christopher Blue, Alberto Makali
Sales: January/February and June/July
ARIANA’S
14159 Clayton, 636-527-7531
Owner: Ariana Naqellari
Opened: 2005
Style: “Contemporary, trendy L.A. fashion”
Labels carried: Da-Nang, LuLu of Paris,
True Meaning. Denim: Antik, Rock &
Republic, Free People
THE BASSFORD SHOPS*
1757 Clarkson, 636-728-1678,
www.1thebassfordshops.com
Owner: Joan and Shaun Buchaniec
Opened: 2003
Style: “Very contemporary—for people
who are aware of the current look but
aren’t slaves to a trend”
Labels carried: Women: Milly, Trina Turk,
Tibi, Only Hearts, Alice & Trixie, Diane
von Furstenberg, Lacoste. Men: Paul &
Shark, Bills Khakis, Lacoste, Nat Nast.
Denim: Paige Premium, Red Engine,
Serfontaine, Salt Works
Sales: January and July, plus private sales
for preferred clients
Ideal celebrity clients: Brad Pitt and
Scarlett Johansson
BYRD
8117 Maryland, 314-721-0766,
www.shopbyrd.com
Owner: Margo Kopman
Opened: 2002
Style: “You can always come here to buy
your favorite pair of jeans and T-shirts
but also extremely different, no-one-elsewill-
have-it things that you can wow a
party with.”
Labels carried: Paige Premium Denim,
Splendid, MORE, Common Thread,
Robert Rodriguez, True Religion
Sales: Two big ones every year, in
January and July, both about 30 days
long. During the final week (usually the
last week of January or the first week of
February and the first week of August),
there’s nothing over $75; cash and
check only.
Ideal celebrity client: “Jennifer Aniston,
because she’s classic with a little bit of
edge. She’s very stylish but not flashy.”
CARRIE’S
107 O’Fallon Commons,
O’Fallon, Mo., 636-281-1254,
www.carriesboutique.com
Owner: Phyllis Wehde
Opened: 1985
Style: “We do some traditional and
some things that are a little more
fashion-forward.”
Labels carried: Tommy Bahama, Nancy
Bolen City Girl, Think Tank, Kenzie, Tribal
Sales: January and July
Ideal celebrity client: Julia Roberts
CRUSH*
161 Long, 636-532-7413,
www.crushfashion.com
Owner: Jessica and Craig Paquette
Opened: 2002 as J’Pa; moved and
renamed in 2005
Style: “Urban casual”
Labels carried: Women: Da-Nang, Michael
Stars, Botkier. Men: Tommy Bahama,
Robert Graham. Denim: Stitch’s, True
Religion, Blue Cult, 7 for All Mankind.
Sales: Once annually, usually in February
Ideal celebrity client: “A cross between
Cameron Diaz, because she’s kind of
athletic and not afraid to take chances,
and Jessica Simpson, because she’s got
such a cute little figure and she’s not
afraid to show it, without being trashy. I
wish more women were like that.”
but also extremely different, no-one-elsewill-
have-it things that you can wow a
party with.”
MANY HAPPY RETURNS
Because of their small size, most boutiques have a return policy far less generous than those of chain or department stores. Most offer refunds within five to 14 days, and some will give store credit within 30 days.
Ariana’s and Little Austria have the strictest policies (no returns), Vie the most liberal (money back within 30 days). Although Just Chic owner Nancy Rose will only take returns for seven days after a purchase, she says she’ll give store credit “forever.”
And when you find that perfect thing on sale, be very sure before you buy: As far as boutique sales are concerned, if you buy it, it’s yours.
Though their policies may seem harsh, boutique owners insist that their knowledge of and care for their customers helps ensure that returns are not needed. Little Austria owner Alexandra Riegler Hommel, for example, will allow customers to leave a credit-card number and take clothes home for two days before deciding to buy.
And all owners hope they do a good enough job fitting customers that returns won’t be necessary. Elizabeth McGee of Essential Elements sums up the sentiments of all local boutique owners: “We want everyone to be happy with what they’re leaving with.”
DAISY CLOVER
8146 Big Bend, 314-962-4477,
www.daisy-clover.com
Owner: Natalie Woods
Opened: 2004
Style: “We run the gamut from girly to rocker. We have some things with metal accents, fabulous girly dresses and a really great selection of denim. We’re a little more conservative than some boutiques. We don’t have a lot of clubby clothes, but it’s still fun and trendy.”
Labels carried: Joe’s Jeans, Tracy Reese, Helen Wang, Vanitas, Free People, Made, Ben Sherman for Women, Antik Denim
Sales: Winter sale in January, with mark-downs as much as 75 percent; summer sale runs from the end of June to beginning the of July, with 25 percent off the entire store for four days.
Ideal celebrity client: Jessica Simpson
DISTINCTIONS
12354 Olive, 314-434-5445
Owners: Bruce and Nancy Lehtman
Opened: 1988
Style: “We cater to women from their twenties to their seventies, from very casual to very dressy, from sportswear to special occasion and mother of the bride dresses.”
Labels carried: Garfield & Marks, Lynn Richie, Renfrew, Cambio Jeans, Fibers by Barbara Lesser
Sales: Summer sidewalk sale last weekend in July, “Filene’s Basement sale” on special occasion dresses first Sunday in February
Ideal celebrity client: Diane Sawyer or
Katie Couric
ESSENTIAL ELEMENTS
9224 Clayton, 314-872-5600, www.essentialelements-stl.com
Owner: Elizabeth McGee
Opened: 2003 as Fitigues; name changed in 2004
Style: “Casual yet elegant—khakis, jeans, white T-shirts. The stuff you love to live in every day; if you find a dress in the store, it’s going to be a dress you throw on with flip-flops.”
Labels carried: Twill Twenty Two, Three Dot, Salt Works Jeans
Sales: Three-week warehouse sales in January and July
Ideal celebrity client: “A combination of Jennifer Aniston and Courteney Cox. The way they dress is very casual and comfortable yet flattering—and we find a lot of ladies shop with their friends.”
FEMME
7270 Manchester, 314-781-6868
Owner: Jane Poss
Opened: 2003
Style: “Very feminine”
Labels carried: Da-Nang, Red Engine, Matt & Nat, Free People
Sales: July and January
Ideal celebrity client: Cameron Diaz
JUST CHIC
9220 Clayton, 314-993-8875
Owner: Nancy Rose
Opened: 1995
Style: “Classy chic. The things people buy here, they can wear year after year.”
Labels carried: Michael Stars, Sara Campbell, Elliott Lauren
Ideal celebrity client: Julia Roberts
LAURIE SOLET
8228 Forsyth, 314-727-7467,
www.lauriesolet.com
Owner: Laurie Solet
Opened: 2003
Style: “The perfect blend of L.A. casual and New York elegant”
Labels carried: Rebecca Taylor, Tracy Reese, Lotta, Foley & Corinna, Da-Nang, Free People, Joystick Junkies, Joe’s Jeans
Sales: Two 75 percent–off sales each year, usually in February and August
Ideal celebrity client: Cameron Diaz
LEE J.*
1000 Washington, 314-241-0440,
www.leejfashions.com
Owner: Lee Johnson
Opened: 1999 in the Central West End (location now closed); current location opened in 2004
Style: “Contemporary European”
Labels carried: Women: Allen B, Gracia Fashion, French Connection, Vermani, Luly K. Men: Kenneth Cole, French Connection, Roar, 7 Diamonds, Atlantic Connection, Marithé + François Girbaud
Sales: July/August, October, January
Ideal celebrity client: Sandra Bullock
LITTLE AUSTRIA
9825 Clayton, 314-569-9087
Owner: Alexandra Riegler Hommel
Opened: 2000
Style: “Traditional classic,” high-quality clothing from Austria
Labels carried: Habsburg, Schneider’s, Gossl
Sales: January and July/August
LUSSO
12A N. Meramec, 314-725-7205
Owners: Maeghan O’Hagan, Drea Ranek, Melissa Nieberle, Kristen Zivic
Opened: 2000; began selling clothing in 2002
Style: “A lifestyle store with a little bit of everything. For clothes, we have more of a SoHo New York feeling.”
Labels carried: Paper Denim & Cloth, Nanette Lepore, Petit Bateau, Michael Stars, Yoana Baraschi
Sales: Two annual sales, one in mid-July for clothing and home accessories and one in February for clothing only
Ideal celebrity client: “Sarah Jessica Parker—a more eclectic style but easy to wear”
MARTA’S
1370 Clarkson Clayton Center, 636-227-8831, www.martasonline.com
Owner: Marta Gaska
Opened: 1981
Style: A one-stop shop for everything from clothes to shoes to accessories. “You can walk in our store at the last minute and leave ready to go to a party.”
Labels carried: Alberto Makali, Joseph Ribkoff, Cambio Jeans, Marta private label
Sales: Annual tent sale in July, with discounts as high as 90 percent
MERLE FREED
9644 Clayton, 314-997-3300
Owners: Merle Freed and Susan Luedke
Opened: 1992
Style: “Trendy; traditional with a twist. We have customers in their twenties on up. Mothers bring their daughters here for rehearsal dinners or parties. Our clothes are in style, but they are occasion-appropriate. You can be sexy without being revealing.”
Labels carried: Jon by Teri Jon, Babette, Mag, In the Wash, Sara Jane, Fray, i Alex, Nougat, BKG Sweaters, David Kahn, Jag. Some artists and designers have also designed clothes just
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for Merle Freed. “We have great jeans—no one knows that. And I can fit anyone.”
Sales: January and July
Ideal celebrity client: “Gwyneth Paltrow. If she didn’t wear couture all the time, she could shop here.”
MEZZANINE WEARABLES
389 N. Euclid, 314-361-3777,
www.mezzaninewearables.com
Owner: Paul and Anna Spector
Opened: 2003
Style: “Urban organic; clothes that have a timelessness about them and yet are very much contemporary and cutting-edge”
Labels carried: Nanette Lepore, Grey Ant, Ella Moss, L.A.M.B.
Sales: January and July
Ideal celebrity client: Scarlett Johansson
MISTER GUY
9817 Clayton, 314-991-5262,
www.misterguyclothiers.com
Owner: Carla and Terry Felumb
Opened: 1976; bought out franchise partner and became an independent in 1992
Style: “Updated classic with a twist. And we’re very diversified; our customer base is from high school girls to 70-year-olds.”
Labels carried: Etro, Rebecca Taylor, Tracy Reese, Edward An, Free People, Isda & Co., Zanella, Beth Bowley, Barry Bricken
Sales: January and June; Madness Sale, during which everything is reduced by 75 to 80 percent, in August and February.
Ideal celebrity client: Gwyneth Paltrow
PLAY**
1580 S. Lindbergh (in the Village
at Schneithorst’s), 314-569-1210,
www.playstl.com
Owners: Julie Baak, Ira DeWitt, Kevin Glazer, Gina Nakis
Opened: 2004
Style: “Eclectic. We have everything from jeans and casualwear to beaded Nicole Miller formal gowns you’d see on the runway.”
Labels carried: Women: Robert Rodriguez, Zipper, Love Junkie, Robert Graham, Alice & Trixie, Generra, Catch a Fire (designed by the daughter of Bob Marley), Twisted Heart. Men: BB London, Morphine Generation, Juicy Men, Ed Hardy, vintage T-shirts by Retro Sports, swim-trunk lines such as Cabral and Vintage Disney. Denim: Joe’s, Serfontaine, Indie, Hudson, Tag, True Religion, Yanuk
Sales: Regular sales in January and July, plus friends-and-family sales once a quarter—the store stays open late and offers 20 percent off everything. Previous customers receive invitations, but the sales are open to everyone.
Ideal celebrity client: Sienna Miller
RESORT CLASSICS**
9707 Clayton, 314-997-6161
Owner: Joan and Shaun Buchaniec
Opened: 2002
Style: “It really is resort classic. Everything in the store represents fun. People are there because they really want to wear these clothes.”
Labels carried: Lilly Pulitzer, Vineyard Vines, Tibi, Lacoste, CK Bradley, Molly B, James Gunn
Sales: July and October/November, as well as a pre–spring break sale in March and private sales throughout the year
Ideal celebrity client: Ashley Judd
SOHAILA
4739 McPherson, 314-367-4879
Owner: Sohaila Danesh
Opened: 1991
Style: “We carry a very small selection of the kinds of things people live in every day—relaxed, comfortable clothing that you can make beautiful.”
Labels carried: City Lights, Le Jealous Jeans, Indian scarves
TESTIMO**
9765 Clayton, 314-432-5775, www.testimoboutique.com
Owner: Brandy Pinol
Opened: 2003
Style: “I hate to use the word ‘bohemian,’ because it’s been so overused this season, but that’s the way people describe us. We have a little bit of everything. Most boutiques operate on what’s hot now—I concentrate more on personal style.”
Labels carried: Ed Hardy, Rachel Pally, Bulga handbags, Burning Torch, Lotta Stensson, Twelfth Street by Cynthia Vincent, Dolley, Ratna (Western-style shirts popularized by The Dukes of Hazzard), Tammi Lyn accessories, an in-house jewelry brand called Bohemian Rhapsody
Sales: One annually in July/August
Ideal celebrity client: “Sarah Jessica Parker. Her style is a little bit of everything. She can wear something from a flea market to couture.”
VAGABONDS
9842 Manchester, 314-918-9988, www.vagabondsboutique.com
Owner: Ted Crabtree
Opened: 2000
Style: “Contemporary classic. We have a large selection of dresses, and we offer a good age range.”
Labels carried: Mavi Jeans, Salt Works Jeans, Kathlin Argiro, Laundry, Petrozilla, Max Studio, Kenzie, Johnny Was
Sales: End-of-season sales in January, June and August, plus occasional invitation-only sales for people on the store’s mailing list
Ideal celebrity client: Kate Hudson
VIE
9660 Clayton, 314-997-0124
Owner: Melodie Tauben and Judy Kent
Opened: 1999
Style: “Sophisticated and elegant but a little bit laid-back, too. My clientele is in their thirties, forties and fifties, so I’m very concerned with finding things that fit more of woman’s body. I’m in my forties, and even those of us that work out, our bodies have changed. We can’t get away with a lot of things that a 20-year-old can. I focus on finding lines that are wearable but still very fashion-forward for my age group.”
Labels carried: Trina Turk, Elie Tahari, Diane von Furstenberg, After Five, 7 for all Mankind, Joe’s, Citizen, Paige Premium Denim, Mandalay (exclusive for Missouri)
Sales: December/January and July/August
ZIEZO*
6394 Delmar, 314-725-9602
Owner: Carol Crudden
Opened: 1982
Style: “Young contemporary—the newest stuff that’s going on in fashion. We try to stay a step ahead of the mainstream.”
Labels carried: Fornarina, Miss Sixty, Free People, Cesar
Sales: January and July
Ideal celebrity client: Sienna Miller
*Also sells men’s clothing.
**Also sells men’s and children’s clothing.
