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Tuesday, November 16, 2010

Kim Crow's New Boutique: Evie Lou

Posted By on Tue, Nov 16, 2010 at 11:10 AM


You might already know the name Kim Crow from the fashion pages of The Plain Dealer. Now her fashions are jumping off the page too.

“I was turning 40 and starting to freak out about what I was going to be for the rest of my life,” says Crow, who stepped down from the full-time fashion editor gig earlier this year. “I loved being a journalist, but it was time to try something new.”

That something new is a clothing boutique on Professor Avenue in Tremont called Evie Lou. It’s named after Crow’s four-year-old niece, whom she says “captured my fashion philosophy perfectly when we went shopping last summer. She said, ‘I want to be comfy but look nice.’”

Evie Lou is fueled by the knowledge of what women are looking for, which Crow learned firsthand in her five years as fashion editor. It’s filled with cotton knit dresses, long flowing tops, flattering jeans, and sweatshirt-material blazers, with most prices hovering under $200.

“I always wanted to start a business, but never thought I would have the money to do it,” she says. “Last year, I did a bunch of stories on businesses that had just opened, and a lot of them said, ‘I didn’t have a lot of money.’ I realized you didn’t need $100,000.”

Financing worked out fine, but it all took a little longer than expected. “I had fall clothes coming in, and I didn’t want to open after Christmas and put them all on sale. So I put a lot on my credit cards,” Crow says. “Business has been better than I expected, but I’m a nervous wreck.”

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