Boutique owners don't just buy what they love, they buy what they think we will love. And let's face it, we're fickle.
So we admire that they have a vision, and we admire that they make a living asserting their unique perspective on style.
We visited a few local shops and asked the owners to show us around and answer some questions about why they do what they do.
Anna Spector
Age • 34
Shop • Mezzanine, 2741 Sutton Boulevard, Maplewood, shopmezzanine.com
Opened for business • 2003
How'd you decide on your location? I love to live and work in Maplewood.
Why do you think fashion is so important? Fashion is artistic expression. It can also act as a social and political barometer indicative of our era, so I think people continue to update their wardrobes based on changing sentiments, whether artistically, personally or socially inclined.
What have you stocked that sold really well and totally surprised you? I have pushed the envelope with some really intricate and brightly colored prints that have been very well received.
What have you stocked that didn't sell well and totally surprised you? Dainty bracelets and necklaces with pearls.
Your personal style (three words or less)? Classic, tomboy, bohemian.
Favorite clothing item: Silk Tucker tunic in "Smiling Fan" print.
Which celebrity would you like to see walk into your store? Sofia Coppola.
Are jeans overrated? I don't think they're overrated, but sometimes they're overworn.
Top priority when getting dressed: Feeling good.
Fashion icons male and female: Yves Saint Laurent and Jacqueline Kennedy Onassis.
Your first exciting fashion purchase: Grunge was all the rage when I was in high school, so after school we would go shopping at various Goodwill stores scouring for the perfect ensemble. On one such trip I unearthed a vintage Grateful Dead T-shirt that said "Going Down The Road Feeling Bad" — the title of a Grateful Dead song — and featured the Dead's signature skeletons riding motorcycles on the front. I wore that shirt as often as I could until it was covered in oil paint from art classes, and coffee grounds from my college job as a barista. I still miss that shirt, and wish I hadn't been so abusive with it. I'm much more gentle on my favorite pieces these days.
I'd be embarrassed to count how many (blank) I own: Scarves.
Every woman looks better in ... Something that fits well, and she feels comfortable in.
Every man looks better in ... Something that fits well, and he feels comfortable in.
True style is ... Something that comes from within.
St. Louis gets a bad rap about personal style, but I think ... It's progressing.
Dream job outside of fashion: Professional figure skater.
Carol Crudden
Age • 51
Shop • ZIEZO, 6394 Delmar Boulevard, University City
Opened for business • 1982
Why do you think fashion is so important? Fashion is definitive. It defines periods of time in history, cultures, groups and individuals. It is constantly changing and evolving and can often reflect extraordinary personal aesthetic.
What did you stock that sold really well and totally surprised you? Rompers and jumpsuits did well this season. Last season, they didn't.
What did you stock that didn't sell well and totally surprised you? We carried several styles of shorts this past season to wear over tights with boots. There was not much response.
Every woman looks better in ... Heels or wedges.
Every man looks better in ... A well-tailored suit jacket.
True style is ... Confidence in how you present yourself.
St. Louis gets a bad rap about personal style, but I think ... Bad personal style exists everywhere.
Describe your personal style (three words or less)? Eclectic flair.
What's you favorite clothing item right now? Green 1970s leather trench coat.
Which celebrity would you like to see walk into your store? Portia de Rossi, but she has to bring Ellen (DeGeneres).
Are jeans overrated? No, not overrated but often overbedazzled.
What's your top priority when getting dressed? Looking good, but age appropriate. This has become increasingly challenging.
Fashion icons male and female: Emma Peel and John Steed.
First exciting fashion purchase: Gaultier plaid vest.
Dream job if I couldn't work in fashion: Radio DJ.
I'd be embarrassed to count how many (blank) I own: Unread books and magazines.
Nikole Shurn-Perkins
Age • 30ish
Shop • NV Showroom Boutique, 1308A Washington Avenue, St. Louis, nvshowroomboutique.com
Opened for business • August 2009 in original location, March 2011 in current location.
Aside from fame and fortune, why'd you open your store? I wanted to give emerging designers a place to showcase their talents.
Why do you think fashion is so important? Fashion is like "chicken noodle soup for the soul." For some reason it makes you feel better when you purchase something new for yourself. When you look good, you feel good.
What did you stock that sold really well and totally surprised you? I took a chance on the earring necklaces and the "poparazzi" earrings, aka "Basketball Wives," earrings made popular by the women on the reality show. I was utterly surprised that I sold out of them.
What did you stock that didn't sell well and totally surprised you? These cute belted petal-waist skirts with pockets. I just knew for sure that these would be a hit along with boots and a cute blazer or with a tank and gladiator sandals going into spring-summer.
Every woman looks better in ... Appropriate undergarments and clothes that fit. I can't stress enough how the proper fitting bra, "foundation" (girdle, Spanx, etc.) and underwear make a difference in how you look in your clothing. I'll probably get in trouble for saying this, but just because it comes in your size does not mean you should wear it.
Every man looks better in ... A tailored suit. There's just something about a man in a great-fitting suit.
True style is ... Being true to who you are. You can copy a look from a magazine, but if you don't exude the confidence to rock it, then it just doesn't work.
St. Louis gets a bad rap about personal style, but I think ... We're actually ahead of other places. I will say, though, that we need more risk-takers. St. Louis is very trendy and some won't try something new until they see a celebrity wearing it or it's caught on around the city.
Describe your personal style (three words or less)? Classic, edgy, me.
Favorite clothing item: Wide-leg trouser pants are hot.
Which celebrity would you like to walk into your store? It doesn't even matter, I'll just take one.
Are jeans overrated? Of course not! I love that they can be dressed up or down depending on the occasion.
What's your top priority when getting dressed? Making sure you can't see my panty line.
Fashion icons male and female: Michael Jackson, my dad, Michelle Obama, Heidi Klum, Diana Ross, Carrie Bradshaw (Does she count? We'll give credit to the TV character's stylist, Patricia Field).
First exciting fashion purchase: I found a pair of awesome Yves Saint Laurent sandals at DSW in Dallas about nine years ago. They were originally $500, but I paid $100. I still wear them.
My dream job if I couldn't work in fashion: Event planner
I'd be embarrassed to count how many (blank) I own: Handbags, yet I only seem to rotate the same three or four.
Ebony Chanel Wilson
Age • 30
Shop • Therapy Boutique, 2717 North 14th Street, St. Louis
Opened for business • Oct. 15, 2010
Aside from fame and fortune, why did you open your store? I received my undergraduate degree in business and a master's in fashion design. I wanted to go work for Macy's as a buyer. They ended up moving to New York, so I decided to accomplish my longtime dream of opening my own boutique.
Why do you think fashion is so important? Fashion expresses how you feel. The way people dress expresses a lot about who they are. Everyone can create their own personal art.
What have you stocked that sold really well and totally surprised you? These gray, furry, round-toe pumps. When they arrived I hated them and wanted to return them so bad. They ended up being a hit.
What have you stocked that didn't sell well and totally surprised you? My plus size collection. I was in total shock, women kept asking "when are you going to get plus size in?" I have it, and none of them is interested. I plan to purchase more this spring, and let's hope the ladies will come and purchase.
Every woman looks better in ... Nice accessories.
Every man looks better in ... Well-fitted clothes.
True style is ... Your own style. Be who you want to be. Make a statement for yourself.
St. Louis gets a bad rap about personal style, but I think ... We need to get off name brands. Wear what is cute. Try new, up-and-coming designers. If the price tag says $300, we are looking for a brand name, but we should be looking at the quality.
Describe your personal style (three words or less)? Edgy, sophisticated, bold.
Favorite clothing item: Black puffy sleeve top with a tie in front. I sold it in the boutique, and it flew out of the store.
Celebrity you'd like to see walk into your store: Mary J. Blige
Are jeans overrated? Yes. That's exactly why Therapy Boutique does not sell them. People are wearing jeans everywhere. Bring back the sexy sophisticated women who wears hats, gloves and tights.
Top priority when getting dressed? Do I have accessories to coordinate with what I am wearing for today?
Fashion icons male and female: Ralph Lauren and Jacqueline Kennedy
First exciting fashion purchase: When I was 10 I purchased my favorite purple Guess jeans. It was an exciting moment.
Dream job if not in fashion: Editor-in-chief of Vogue France or United Kingdom (OK, but that's still fashion); oh, then, own and operate a lucrative investment company.
I'd be embarrassed to count how many (blank) I own: Jackets, handbags and shoes.
Maurice "Mo" Erwin
Age • 60
Shop • Woody's, 10411 Clayton Road, Frontenac
Opened for business • 1952 (under a previous owner)
Aside from fame and fortune, why'd you open your store? I wanted to work for myself.
Why do you think fashion is so important? It gives you your own identity.
What have you stocked that sold really well and totally surprised you? The "jeans-driven" Soft Coat sport coat that has become a staple in many men's closets.
What have you stocked that didn't sell well and totally surprised you? Each year there is some sport shirt or jacket that you thought would really sell, but for some unknown reason, no one else seemed to like.
Every woman looks better in ... Clothes that fit and are age-appropriate.
Every man looks better in ... Clothes that fit and are age-appropriate.
True style is ... Personal.
St. Louis gets a bad rap about personal style, but I think ... St. Louis has its own style, which is a mix of East Coast and West Coast.
Describe your personal style (3 words or less)? Updated classic.
What's you favorite clothing item right now? Sport coats
Which celebrity would you like to see walk into your store? George Clooney or Selma Hayak
Are jeans overrated? No
What's your top priority when getting dressed? Putting an outfit together that is a little edgy and will make a customer 'step out of his box" to buy it.
Fashion icons male and female: Cary Grant and Audrey Hepburn.
First exciting fashion purchase: A pair of Monk Strap shoes in college.
Dream job if not in fashion: Sports agent.
I'd be embarrassed to count how many (blank) I own: Ties
