With the advent of e-retailing, many independent designer and brick-and-mortar shops turned to the internet to sell their collections. Now, one Minneapolis-based e-retailer, Velvet Moon, has done the opposite, transforming a 50th & France storefront into a month-long pop-up shop.
Owner and designer Gina Marie Landes, 25, launched the e-shop last August as an extension of her namesake line, Gina Marie Vintage, which she founded in 2009. It carries mostly U.S.-made, independent lines from all over the country, curated with Landes’ signature “modern bohemian” aesthetic–think maxi dresses and robes in delicate lace and sheer, airy fabrics, or a more minimal, neutral version of boho brands like Free People with a similar price point.
“I wanted to produce more, but couldn’t really afford to,” she said. “So I decided to start carrying other brands, so now I can manufacture as I see fit, based on what my customers are wanting. It’s been a good mix.”
Also a buyer and store manager at Parc Boutique, Landes is dipping her toe into the pop-up concept for the first time at a space that was formerly home to swimwear shop Nani Nalu. So far she said the response has been positive—she’s been able to get to know her local customers while also drawing in new faces. Following the end of the month, she said she’ll open her Northeast Minneapolis studio to the public once a month; stayed tuned by visiting her website, shopvelvetmoon.com, or following her on Facebook (facebook.com/shopvelvetmoon) or Instagram (instagram.com/shopvelvetmoon).
This Thursday, the shop will host a trunk show featuring Minneapolis designer Martha McQuade’s summer collection, “Canvas.” Her handmade designs incorporate organic and hand-dyed fabrics, and easy, chic silhouettes. View the collection at marthawmcquade.com/canvas.
Trunk show: 5-8 p.m. Thu. Velvet Moon Pop-up is open 10 a.m.-6 p.m. Wed.-Sat. & noon-5 p.m. Sun. through June 30. 3922 W. 50th St. (enter at alley), Edina, shopvelvetmoon.com.
Editor’s picks:
Velvet Moon may be the place to find the perfect hippie-chic lace dress, but it also carries some seriously stunning statement pieces.
Handmade cowhide clutches by Primecut, $130 (in store only)
“Adelaide” silk ice-blue twist-back dress by Gina Marie Vintage, $89 (also available in black and white)
“Liberty” hooded kaftan by Wonderland Honolulu, $60
More Local Shopping News:
An Evening with Red Wing Heritage
Askov Finlayson hosts an evening with Red Wing Heritage, where they’ll be joined by the company’s Product Development Manager, Michael Larson for cocktails, a Q&A and a presentation about the development process behind some of Red Wing’s key styles and the origination of their designs and products. RSVP to attend at andrew.kaul@northcorp.com. (5 p.m. cocktails, 5:30 p.m. presentation. Wed. Free. The Bachelor Farmer, 50 2nd Ave. N., 2nd floor, Mpls., askovfinlayson.com.)
Hackwith Design House Special Releases
Minneapolis-based line Hackwith Design House continues its Hackwith Alongside Makers series with a limited-edition, collaboratively-designed neckace with Portland, Oregon-based jewelry line Tiro Tiro, to be released this Wednesday. Hackwith has also partnered with the American Refugee Committee (ARC) for a fundraiser that features a piece designed exclusively for them to be released this Friday, June 20, World Refugee Day, with all the proceeds going to ARC to benefit refugees around the world. (hackwithdesignhouse.com.)
Proper & Prim Grand Opening
New Uptown Minneapolis boutique Proper & Prim–the second location for the Fargo-based store of the same name–celebrates its grand opening with a night of drinks, music and 15 percent off everything in store. (4-9 p.m. Thu. Free. Proper & Prim, 2743 Lyndale Ave. S., Mpls., 612-345-5486, properprim.com.)
Shinola & Filson Opening + North Loop Shopping Event
After months of anticipation, Minnesota’s first Shinola and Filson shops are set to open their doors this week. Both stores will split the former space of Dunn Brothers in the North Loop of Minneapolis, with Filson carrying its signature luggage, outerwear and leather goods, and Shinola stocking its watches, bicycles and leather accessories. The shops will take part in this weekend’s North Loop shopping event, which will feature demonstrations, refreshments and discounts at nine stores including MartinPatrick3, D.Nolo, Askov Finlayson and Arrow. (Shinola & Filson open at 10 a.m. Thu. North Loop Shopping Event: noon-2 p.m. Sat. 228 Washington Av. N., Mpls., shinola.com & filson.com.)
FGI Summer Breeze Rooftop Fashion Show
The latest poolside styles for men and women will be on display at this weekend’s Summer Breeze rooftop fashion show hosted by Fashion Group International’s Minneapolis chapter. Featured boutiques include MartinPatrick3, Afmosfere, Minq, Motto, Nani Nalu, Bumbershute and J.W. Hulme Co. (6-9:30 p.m. Wed. $25-35. Calhoun Beach Club, 2925 Dean Blvd., Mpls. www.eventbrite.com.)
The Summer Style Shop & Art Preview
The newly-opened Free People store at Mall of America is teaming up with Pirates and Peonies stylist/blogger Shaynah Dodge and fashion illustrator Katie Ryan of Queenikathleeni Designs for a Summer Style Shop & Art Preview. It includes styling sessions by Dodge, original artwork by Ryan, a photo booth, and a limited-edition gift tote for the first 30 customers. (6-8 p.m. Thu. Free. Free People Mall of America, 149 South Ave., Bloomington, 952-854-9905, mallofamerica.com.)
Showroom Branch Launch Party
Locally-focused Uptown boutique Showroom is welcoming three new designers–Joeleen Torvick, East Fourth Street, and F’n Write Tess–with a launch party. Meet the designers, shop the collections and enjoy sips and small bites. (5-8 p.m. Showroom, 615 W. Lake St., Mpls., 612-345-7391, showroommpls.com.)
Flirt Boutique’s Semi-Annual Sale
Parisian-styled lingerie boutique Flirt is hosting is popular its semi-annual sale this weekend, with 40 percent off nearly half of the store. (Sat.-June 29. Flirt Boutique, 177 Snelling Ave. N., St. Paul, 651-698-3692, flirt-boutique.com.)
Decori Designs Warehouse Sale
Forget Ikea–get stocked up on designer furniture for the same price at Decori Designs’ annual two-day warehouse sale. The interior design studio will be slashed a whopping 75 to 90 percent off. (9 a.m.-4 p.m. Fri. & Sat. 5417 Opportunity Court, Minnetonka, 952-922-0111, decoridesigns.com.)
DOCOMOMO Mod Mixer
Enjoy a nice of hors d’oeuvres, cocktails, a raffle, music and mingling at mid-century modern furniture shop MidModMen at this annual mixer thrown by modernist conservation organization DOCOMOMO US/MN. (6-8 p.m . Thu. MidModMen, 2401 University Ave. W., St. Paul, docomomo-us-mn.org.)
[Photos by Jahna Peloquin & Velvet Moon]
