Apricot Lane, a boutique described as a "mom and daughter" destination, opened its first Michigan store on Thursday morning at
The shop carries fashion and accessories you won't see anywhere else, said owner Jennifer Braner of Fort Wayne, who grew up in Ortonville and picked Rochester Hills for its first Michigan destination because of the trend factor.
"We try to be fashion-forward and trendy, and when we were looking around at where to open in Michigan, we knew this was the place," Braner said. "We only carry five or six of any particular piece, so when it's gone, it's gone. This is a great place for moms and daughters to shop together, because we have things for 16-year-olds up to 65-year-olds."
Everything in the store is 20 percent off for 10 days to celebrate the grand opening.
Apricot Lane, which opened in the spot is the , where managers have been focused on catering to moms.
"This store has a very boutique-y feel, but it's also very easy on the checkbook," said Shelleen McHale, marketing director for the Village. Knit dresses, for example, start at $29.
"Our Rochester moms want things that are different. They don't want to be seen at the PTA meeting wearing the same clothes as the other moms.
"The store looks amazing and I am excited for our Village fashionistas to see the boutique and all it has to offer."
Village hours are 10 a.m. - 9 p.m. Monday-Saturday and noon to 6 p.m. Sunday.