Velvet Moon E-shop Pops Up at 50th & France

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,, or following her on Facebook ( or Instagram (

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

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,

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 

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[Photos by Jahna Peloquin & Velvet Moon]