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Entrepreneur brings L.A. style to second boutique




Unique. Sassy. Stylish.

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Unique. Sassy. Stylish.

That pretty much sums up the mission of Avery Morgan, a new boutique Karen Gutierrez opened just in time for the holiday season.

"It's just a small, unique boutique shop," Gutierrez said. "We don't have room to carry a multitude, but we're going to try to keep it fresh and edgy all the time."

The store opened on Black Friday, Nov. 23.

The new business, located at 1106 E. 27th, offers everything from trendy casual wear to cocktail dresses. There's also an assortment of accessories, such as Fossil watches, purses and bling jewelry.

Gutierrez and her staff strive to offer their clients up-and-coming fashion trends that might not be available elsewhere in northwest Kansas. Most of the shop's designer lines are based in Los Angeles, she said.

"I love dressing young women, and I love the styles," she said. "I think that's where the trends are set."

A few recent items include "super flare" jeans and sheer black pants that can be worn over brightly colored leggings.

Only small quantities of each product are ordered.

"That way, they get to portray their image without coming across everybody else in the same thing," Gutierrez said. "When we have six sold, it's done."

The small boutique is connected to Gutierrez's first boutique, Sophisticate. In fact, the location was the original site of that store before the women's boutique expanded four years ago.

In keeping with its mission to serve a younger clientele, efforts are made to keep prices moderate.

Staff also is taking a new approach to marketing. A Facebook account has been created for the boutique, and merchandise photos frequently are posted.

"We have a lot of young women who have called in and purchased from what they've seen on Facebook, so our Facebook market is going to be big for us," Gutierrez said.

Family is also at the heart of the business. Her daughter, Cristina, is on staff for both boutiques and the new store is named for her 7-year-old granddaughter.

"She's here after school playing around," Cristina Gutierrez said of her daughter. "It's so much fun."

"She will arrange jewelry; she will put together outfits," Karen Gutierrez added with a laugh. "She just has a blast."