New Shop Alert: Idun

St. Paul’s Cathedral Hill neighborhood is best-known for its historic architecture, its significance as the home to St. Paul’s famous sons F. Scott Fitzgerald and James J. Hill, and of course, the Cathedral of St. Paul—not to mention dining hot spots like W.A. Frost and Moscow on the Hill. But with the recent addition of the internationally-minded, high-design boutique Idun, the area may be on its way to becoming an up-and-coming retail district.

Situated on Selby Avenue, the shop joins neighboring stores BlackBlue and Primp. It previously was the site of Allee Metro Chic and L’Atelier Couture bridal shop, but owner Dahlia Brue has made it her own with a number of updates.

“I wanted to give the space a museum feel to really showcase the pieces,” Brue told me as I checked out the space this past weekend, “and have it feel clean and minimal and simple but not cold.” One wall of the boutique features exposed brick and stone, providing a warm, urban contrast to the clean white walls. Brue also opened up the space by knocking out a back wall, putting in slimmed-down railings and installing large, orb-like light fixtures.

A former event coordinator with Tiger Oak Publications, the 27-year-old Pennsylvania native is a first-time business owner. “I’ve always loved clothing, and I’ve wanted to own my own business since I was little,” she explained. “And I really felt there was something missing in this area.”

The shop carries a mix of goods that reflect the shop’s minimalist aesthetic, with activewear-inspired detailing, luxe fabrics and clean silhouettes. Brands include quintessentially-French line Bérangère Claire; minimalist Danish label Won Hundred; sporty, streetwear-influenced NYC line Nomia and Toronto-based contemporary sportswear line Priority of Ten.

Idun is open from noon to 8 p.m. Monday through Saturday.

Idun, 495 Selby Ave., St. Paul, 610-745-7681,

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