Starr Card took over Frankie and Julian's women's boutique in North Shore last June, but it wasn't until this week that she launched it with a new name, MILK.
The name, which is meant to represent that "fashion is fluid," derives from "The Milky Way," said Card. Southside Creative helped her with the new branding, and Card, who worked at Frankie and Julian's before purchasing it, said the new name is just a way to make the boutique her own.
The 800-square-foot space at 330 Frazier Ave. has been painted white and is mostly colorless except for the racks of clothes lining the walls. Card has three employees, including her daughter, who help operate the small business.
"Everything at my house is white or off white and it's just feminine," said Card, who was dressed in white from head to toe. "I'm very noncommittal to color. The clothes are the focal point."
MILK is among several boutiques along Frazier Avenue, mostly catering to women, including Blue Skies that is owned by Tina Harrison.
Harrison, who is a part of the "North Shore Merchant's Collective," said there aren't a lot of vacancies along Frazier Avenue anymore and businesses have now started to spread down Cherokee Boulevard in the neighborhood. Revelator Coffee is an exception though and recently moved out of their space along Frazier.
Harrison said they see more tourists during the summer months than locals. She said Blue Skies, which sells home goods, jewelry and other items that make "perfect little gifts," relocated from the Southside to the North Shore 15 years ago.
"I love this neighborhood," Harrison said. "I wouldn't want to be in any other neighborhood. I love the diversity of stores here."
Card, who was in the pediatric dentistry field before becoming a local fashionista and business owner, also launched a website for the boutique this week, milk-boutique.com. The boutique aims to create "sophisticated looks for a modern woman" and carries both emerging and established brands, like Ripley Rader, Byron Lars, Michael Stars, Lilla P and Schutz.
Card said her goal is to carry brands and clothes for women of all ages. MILK carries both clothing and accessories, with jewelry from Morra Designs and Frolick. Jean shorts for the "tight college budget" are available starting at $39.
"The goal is to have three generations of women come in and walk out with something they love," she said. "Our youngest customer is 17 and our oldest is 83."
MILK is open from 10 a.m. to 6 p.m. Monday through Saturday and closed Sunday.
Contact staff writer Allison Shirk at email@example.com, @Allison_Shirk or 423-757-6651.