Entrepreneur follows fashion sense, opens new East Lansing boutique

Devon Bradley turned her passion for fashion into a long-time dream when she opened Belle Row Boutique in East Lansing last December.
 
"I've always wanted to own my own business," says Bradley whose parents were both entrepreneurs in Jackson, Mich. "The idea for a clothing boutique didn't come until I did a lot of online shopping, took a trip to New York, and found that a lot of newer trends weren't finding their way into Lansing."
 
Belle Row Boutique, Bradley says, is a trendy women's clothing shop that includes plush staples and premium denim lines mixed with sweet dresses. An eclectic mix of shoes and accessories rounds out the selection of exclusive, feminine looks at affordable prices.
 
Bradley works with fashion vendors to hand select every item in the 1,050-square foot shop at 3320 E. Lake Lansing Road. She buys nothing in bulk and typically only purchases two of each size. Items range from accessories to coats, and from sweaters to dresses. Once items are sold, Bradley says, they are not re-ordered.
 
"We want the clothing and the experience to be unique," says Bradley. "And for our customers to have something unique at a good price."
 
Seventy-five percent of the boutique is priced from $20 to $80, with the majority of items made in the U.S. Bradley complements the affordable shopping experience with other services, including a glass of wine, home delivery, private appointments, or allowing groups to reserve the shop for a "girls night out" or other fashion-related events.
 
"I want to offer a place where you can come in, try out trendier fashions and see if it's the right look for you," says Bradley. "Having my store here lets me offer you a better price. Plus, you don't have to pay for shipping."
 
Bradley plans to hire one to two staff in the coming year. She is also looking to showcase aspiring designers from fashion merchandising and design programs at Michigan State University and Lansing Community College, as well as clothing from area designers.
 
Source: Devon Bradley, Owner, Belle Row Boutique
Writer: Ann Kammerer, Development News Editor