Aura Boutique

The new Uptown store sells Instagram-worthy styles from the coasts

The checkout counter inside Aura Boutique in Uptown Minneapolis.
Aura Boutique in Uptown

photo by tj turner

Uptown has just gotten a little more Instagram-worthy with the opening of Aura Boutique. The new store sells some of the hottest labels and styles found on the coasts—especially those seen in the feeds of Instagram stars such as the Kardashians, the Jenners, and the Hadids. The look is body-conscious, low-key glam in neutral tones. 

While some of Aura’s offerings skew toward a younger clientele, many of the sleek styles hold appeal for a variety of ages, such as body-con evening gowns with sculpted shoulder pads, luxe loungewear, high-waisted jeans, fashion-forward athleisure wear, and super-soft tees, plus delicate jewelry by Mottla Grace, a mother-daughter duo from Edina. 

Co-founders Ellie Berquist and Kya Walker focused on finding brands that aren’t already available in the Twin Cities. “I always struggled with finding something to wear to an event,” explains Berquist. “Everyone’s wearing BCBG or something from Macy’s. We want to help people avoid showing up in the same look as someone else.” 

Aura is launching an e-commerce site, but the brick-and-mortar storefront is worth a visit to see how the one-time Wuollet Bakery has been transformed. The remodeling crew knocked down walls, raised ceilings, and incorporated a floral backdrop to encourage shoppers to take selfies—giving the store an appearance that is truly Instagram-worthy.

Read more: Check out Jahna’s First Look for more photos of Aura Boutique.

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