Time For A Change

To stand the test of time is to remain useful and valued over a long period of time. It’s safe to say that Circe––a local boutique in St. Matthews–– fits in this category. So, one may ask the question, why then, after 10 years of success has Circe decided to expand, and into unfamiliar territory? It’s as clear as the blue sky when owners Laura Lee Boone and Jennifer Smith share their vision about the much-anticipated expansion.

Understanding too much change at once is overwhelming, they’ll be moving within the same Brownsboro Center. Staying true to their sleek décor and relaxed vibe is a key component for the new digs. In addition to the fabulous women’s clothing, accessories and beauty essentials they will offer a men’s line for young adults to young professionals. Believing this is an untapped market waiting to be explored.

I sat down with Laura Lee and Jennifer to get the inside scoop on what their customers can expect when they open the doors of their new store on Friday, November 1.

LORI KOMMOR: After 10 years of success and securing your place as one of Louisville’s chicest women’s boutique, Circe has decided to expand. Can you share with us why you’ve decided to expand now?
LAURA LEE BOONE/JENNIFER SMITH: We had an instinct 10 years ago to open Circe and because of that we have learned to trust our instincts again. After several years of comments from customers we felt there was a void that we could fill. SWAG: Southern Wear and Goods is our concept for a lifestyle store that will provide answers to outfitting your whole family. Together Circe and SWAG will be a place where you can shop to find the perfect outfit or gift for anyone from a graduate to bride and groom.

KOMMOR: What are some of the new lines and name brands Circe will offer their customers?

BOONE / SMITH: Circe will continue to carry the latest contemporary fashions from A.L.C, Diane Von Furstenberg, Rebecca Taylor, Skaist Taylor, Mother Denim and many others. You can trust Circe to always have the most unique selection of jewelry, accessories, and fine footwear. SWAG will introduce clothing lines that cater to our Southern roots. Some of the lines are Vineyard Vines, Southern Tide, Barbour, Bird Dog Bay, Southern Proper, and Johnny O’; a California surf line with a Southern flair. These lines will outfit both male and female shoppers of all ages. The “Southern Goods” part will offer unique gifts for the graduate, young couple getting ready to walk down the aisle, father’s day, mother’s day, and really any gift giving occasion even if it is a treat for yourself.

KOMMOR: What does the expansion mean for Sloan Winter’s Beauty Bar?
BOONE / SMITH: The Beauty Bar will still have a prominent space in our new location and Sloan will continue to be an integral part of Circe. He has been with us for the past five years and the Beauty Bar has been a wonderful addition to our family. He works hard to offer the most current beauty trends in cosmetics and skin care. Whether it is a skin care consultation, a make-up lesson, or an application for a special event you can have faith that Sloan will always make you look your best. Call the store to reach Sloan or ask an associate to book your next appointment.

KOMMOR: How will the expansion make Circe unique from the other local boutiques?
BOONE / SMITH: Imagine a department store scaled down to an intimate boutique setting with a collection of the most interesting and exciting products available. Our aim will always be to offer the best merchandise paired with impeccable and personalized customer service. Whether you are shopping for a middle school graduation, everyday classics, or a special occasion we want to offer a convenient neighborhood place for the entire family to shop.