Lyndale avenue has seen an influx of new boutiques over the past year, Pharmacie and Kisa among them. And the latest, Proper & Prim, is anything but. Catering to the hippest of Lyn-Lake’s young crowd, the shop is more modern art gallery than buttoned-up vintage, with its polished black floor, roll-up garage door, and custom-built front counter featuring weathered gray-and-white wood. The store’s décor and trendy inventory are in keeping with its first location in Fargo, both of which are co-owned by Ashlie O’Day and her sister, Teresa.
“Girls are the same everywhere,” Ashlie explains. “Our shoppers want to follow trends, but also set them, and they’re a little adventurous.”
That daring spirit comes in handy when faced with a store filled with wrap dresses, printed blouses, and statement jewelry from under-the-radar brands such as Joa, Knot Sisters, and Blu Pepper—lines rarely seen in the Twin Cities. And selling a limited quantity of each piece means shopping Proper & Prim ensures you’ve pulled a unique outfit.
“We move things in and out pretty quickly,” Ashlie warns. It helps maintain an exclusive boutique feel in a shop where everything is designed for the woman on a budget: The most expensive items cap at $100. Ashlie says she follows a value-conscious buying philosophy, selecting only the most luxurious pieces from less-expensive brands or basics from lines with higher price points—striking the proper balance between frugal and fun.
2743 Lyndale Ave. S., Mpls., 612-345-5486, properprim.com
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