Apricot Lane Boutique opens in Provo

PROVO - Encouraging values from the 1950s with of-the-moment clothing, the new Apricot Lane Boutique in Provo's The Shops at Riverwoods is drawing in mother/daughter shopping duos from across the Utah Valley.

Apricot Lane Boutique opened over the weekend and has seen crowds in the celebrity-inspired fashion boutique ever since.

The shop is not just another overpriced boutique. Instead, Apricot Lane focuses on bringing affordable and current trends into the store by limiting inventory and creating a quick turnaround with merchandise - a technique used by runway fashion mega-chain Forever 21.

By featuring edgier styles for teenagers and young adults and more conservative styles for mature women, the store owners hope to attract mothers and daughters who want to bond over an activity females know how to do best: shopping. With modest styles that are current, Apricot Lane particularly appeals to the Utah Valley customer.

The new boutique even hosts "fashion parties," which include food, drinks and free reign of the store with a group of friends and family.

"As a female, I know how much girls love to shop and spend time with their friends, so we figure, why not combine the two pastimes at one location - our store," said store owner Jen Ackerman in a press release. "We help create a memorable evening for friends to share as well as help them find styles that compliment everyone's own tastes and wardrobe."

In celebration of the grand opening, Apricot Lane will be giving away a surprise high-tech gadget, so visit the store during the month of April and enter to win.

Brooke Brown is a writer with a love of fashion, cooking and music. Her fashion advice appears on Deseret News every Monday. She also blogs daily at www.keepfashion.wordpress.com. Email questions or comments to brooke.k.brown@gmail.com.