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| Photograph By Frank Di Piazza | |
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After a few years on the Left Coast, native St. Louisan Perchelle O'Boyle has set her sights homeward and opened Perchelle, a high-end women's and men's boutique on Washington. I sat down to chat with O'Boyle about her passion for custom design, what collections you'll find in her 2,000-square-foot store and why she chose to return to the Midwest.
You started with a boutique in Beverly Hills. How long had you been designing on the West Coast?
I lived in L.A. for about seven years. I started designing—and being paid for it!—in 2003. After working for other companies, I decided to start working for myself. I started freelancing, and within a couple years I was full speed ahead and had my own men's custom-design business and store in Beverly Hills.
Why did you decide to come back to St. Louis?
I chose St. Louis, first and foremost, because it is my hometown. There is also endless potential for fashion here. When I visited two years ago, things were completely different, and I love that. I'm happy to be part of a city that is growing so quickly.
What made you pick downtown as your location?
I chose downtown because I feel it is up-and-coming. The existing boutiques are also great inspiration for me. I like the style of the surroundings and how even the storefronts look like lofts. Plus, being here gives me a chance to offer more of a selection to the workers and tourists in the area.
What brands will you carry exclusively?
In the downtown area, I exclusively carry English Clientele, Nicole Miller, Betsey Johnson, Meghan and Yana K for women. And for men, Ben Sherman, HOWE, Modern Amusement, Just Cavalli, John Varvatos—and, of course, my exclusive men's line.
As a designer, you know firsthand about the construction and process of making a garment. What are key elements you look for when shopping other brands for your store?
Along with a well-designed garment, I always look for finely constructed and unique pieces. I try to keep an eye out for items that will translate to real life and aren't carried by other boutiques, so the brands have exclusivity. I also try to find a variety of silhouettes that cater to my very different shoppers.
Who is your ideal customer?
My ideal customer is a person who is fashion-forward or willing to explore the possibility of becoming that way. I admire a person who understands the importance of being well merchandised and looking good.
