The Importance of Boutique Aesthetic: Creating an Experience Beyond Shopping
When we first opened our boutique, we knew from the start that it wasn’t just about the products we were selling—it was about creating an experience. After all, we weren’t just going to be selling things; we were going to be spending our days in this space, so it needed to feel like home.
Exterior Design: Patty Bates Milligan
We wanted every single detail, from the lighting to the smell to the color of the walls, to reflect our personal style and make our customers feel comfortable, inspired, and, most importantly, connected. After all, shopping is an experience, and the environment in which that experience takes place has a huge impact on how customers engage with what’s on offer.
The Power of the Senses in Retail
When it comes to boutique shopping, it’s not just about the clothes or products on the shelves—it’s about how the space feels. One of the most important sensory aspects we focused on was lighting. It’s amazing how much lighting can set the mood of a room. Too bright, and the space can feel cold and sterile. Too dim, and it can feel off-putting or difficult to navigate. My husband, Bay, can attest to my obsession with achieving the perfect warm, white light. We experimented with different fixtures, bulbs, and setups until we found that perfect balance. Soft, warm lighting gives the store a cozy, welcoming feel without being too harsh on the eyes.
Scent
Smell is another often overlooked factor, but it’s so powerful. The right scent can transport you to another place or evoke a feeling—whether it’s a fresh, clean scent or something more earthy and warm. We decided on Ranger Station, a Nashville fragrance house, as our shop candle line based on the recommendation of a friend. All their scents felt like a natural extension of our brand, subtle enough to enhance the atmosphere without overpowering it. A signature scent can make a visit to the store feel more memorable. Think of it as the "air" of the space—something that adds to the experience and makes people want to stay a little longer.
Colors and Decor: Setting the Tone
The color of the walls was another key decision in creating the right ambiance. We went with soft, neutral tones—creamy whites and muted blushes—because they serve as a blank canvas. They allow the products to shine while still creating a warm, welcoming environment. Bold, vibrant colors can be exciting, but we knew we didn’t want the walls to steal the show; we wanted the space to feel cohesive and calm, so that our customers could focus on the products and have a peaceful shopping experience.
When it came to decor, it was important to us that every piece reflected our personality and vision. The furniture, the little accents like plants, the art on the walls—all of it plays a role in making the space feel like an extension of who we are. In fact, the beautiful painting over the mantle was commissioned by our dear friend and artist, Julianne Woehrle. Every item had to serve a purpose, whether it was to draw attention to a particular display or simply to add to the overall vibe. We didn’t want to overwhelm anyone with too much clutter, but we also didn’t want it to feel sterile. It’s all about balance.
We knew we wanted the exterior of our building to reflect the personality and warmth of the space inside. When our friend Patty Milligan, a talented interior and exterior designer, presented a stunning sketch featuring vines, plants, grasses, and driftwood, we were immediately in love. We couldn't wait to bring her vision to life—I immediately asked, "When can you do it?" Her design adds a beautiful, natural touch to the building, making a bold statement while also enhancing the personal and welcoming feel of our boutique. It's the perfect way to capture the essence of what we offer inside, drawing people in and inviting them to explore.
The Details Matter
In the end, every little decision—from the clothing racks we chose to the fabric on the cushions—was thought out, talked over, and experimented with before we made any final decisions. We wanted our boutique to feel like an extension of our personal style, and because we would be spending so much time in the space, it needed to feel like home. When a customer walks in, it’s not just about what they’re buying; it’s about the experience we’re offering. A well-designed boutique is more than just a place to shop—it’s a place to enjoy, to relax, and maybe even to be inspired.
Come visit us at Era at 109 N. Fairfax Street. If we haven’t met you yet, we look forward to saying hello!
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