area STYLE

FINDING PIECES TO GRADUALLY TAKE YOUR WARDROBE FROM SUMMER TO FALL will never be easier than this month. Savvy advice from our own fashionist Alicia Underlee Nelson plus tips on where to shop, and a great article on an amazing local boutique owner fill the pages of our style section.

Words by Kim Malakowsky | Photography by Kensie Wallner Photography

With an eye for fashion and an entrepreneurial spirit, Hollie Nelson left behind a job as an occupational therapist and donned the hat of a boutique owner.

New to the world of retail, Mainstream Boutique offered Nelson the comfort of not going it entirely alone. After researching many options for her new business venture, Nelson knew this would be a good fit. Mainstream Boutique, with corporate offices in nearby Minneapolis, MN, has branched out to 72 stores in 20 states, giving Nelson support when needed, a network of other boutique owners to share ideas with, and workshops and monthly meetings to cover everything else.

Aside from a little support, Nelson is clearly “in the drivers seat,” one of the things that appeals most to her. “It’s mine,” exclaims Nelson. “It gives me a real sense of pride—something I’ve worked for.”

Mainstream Boutique sits near the busy intersection of 25th Street and 32nd Avenue in south Fargo, giving easy access to its many loyal customers. Once inside, you’re greeted with a friendly smile and knowledgeable staff. It’s immediately evident the experience will be much more than an ordinary shopping trip. Nelson and her staff of five make Mainstream Boutique feel like a little neighborhood shop where customers become friends and staff members know their clients’ likes and dislikes, often pointing them to something they’re sure they will love. The mood is casual and friendly and it’s easy to linger among the beautiful items. The boutique carries a unique collection of clothing, shoes and accessories.

Nelson does the purchasing for the store. While she has a keen eye, she draws not only on her own personal taste, but also incorporates the knowledge she has of her clients’ tastes.

One source of pride is a lean toward multi-generational merchandise. As Nelson explains, a transitional piece of clothing can be worn across generations depending on how it’s styled. “We have something for everyone ages 18-80!” says Nelson. “Sizes range from XS to 1X and sometimes larger.” As a mother and stepmother, Nelson enjoys seeing mothers and daughters shopping together at the boutique.

Like many boutiques, quantities of a single item are limited and items can move fast. Social media has begun to play an important role at Mainstream Boutique. New inventory is shown on Facebook as it comes into the store and savvy shoppers watch for favorites. Nelson embraces the interaction social media has made possible. It’s important to her to know customers as friends and neighbors.

Community involvement and support also play an important role at Mainstream Boutique. Nelson organizes store specials where a portion of the proceeds goes to local charities. Last year, Mainstream Boutique supported Giving Hearts Day and the Rape and Abuse Crisis Center. In addition, a clothing drive was organized benefitting Matthew’s Voice Project.

With three years under her belt, what can we expect to see in the future? “More of our own lines,” says Nelson. “Founder Marie DeNicola has introduced a new line, Mac and Me, named for her daughter Mikayla.” The mission of Mac and Me is to offer a collection of on-trend items that customers love. Merchandise consists of denim, seamless wear, accessories and casual wear.

The new line is showing great promise and will continue to expand, giving you one more reason to stop in the little neighborhood boutique and linger for awhile.

MAINSTREAM

2603 Kirsten Lane S | Fargo

701-356-6684

Monday – Friday: 10 AM – 6 PM Saturday: 10 AM – 5 PM

Summer Saturdays

(Memorial Day – Labor Day): 10 AM – 3 PM