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It's a boutique that's edgy and chic, and very, very colorful

Daniel Neman, St. Louis Post-Dispatch on

Published in Fashion Daily News

FLORISSANT, Mo. — It has been a rough several years for retail business. But on one busy corner in Florissant, a unique clothing store has found ways to thrive.

EdgyChic Boutique has been open for six years. It's a small store — just 975 square feet, including room in the back — that sells colorful clothes to women of all sizes and shapes, from small to 3X, with some items up to 5X.

"Our goal is to bring happiness to a woman's day and to inspire them to creatively express themselves through fashion, no matter what size they are," said owner Angela Harris, 50, who considers herself a "curvy girl."

When the pandemic hit, Harris adapted to fit the times. She temporarily closed the Florissant store — and permanently closed a location in Fairview Heights — and concentrated on online sales.

"We had to pivot from bricks to clicks," she said.

The boutique already had an online presence, but during the lockdown she brought the store to its customers through social media, with live videos on Facebook Live, Instagram Live and Vimeo. She also took advantage of the COVID-lowered prices to rent a 5,000 square foot warehouse in Pontoon Beach to store her inventory and conduct her e-commerce.

 

"There's nothing like making money while you sleep," she said.

The physical store at 396 St. Ferdinand Street reopened in spring of 2021. Sales from that store and online are now about the same.

Another innovation came when she saw that someone was selling an old school bus. She bought it, revamped it and turned it into what she calls "a mobile boutique experience." Along with plenty of clothes for sale, the bus has a dressing room, air conditioning and music.

"It's a boutique on wheels," she said.

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