Where Old Fashioned Charm gets in the Loop
An ultra-feminine boutique with vintage leanings located smack in the middle of the Loop?
So described, Florodora might seem an anomaly. But once you step into the cozy, welcoming space, you’ll see what a stylish respite from the city’s hubbub this little boutique offers.
“My grandmother used to work in this building (Florodora is located in the Monadnock building), so I felt a connection to this spot,” says owner Michael Blossom.
“I’d studied the area and thought it really needed a tasteful boutique, so I pulled the trigger and opened my store.” It proved to be an excellent decision – while Florodora has only been open since April, it’s already received tons of positive press and is quickly becoming a fixture on the local shopping scene.
Michael got his first taste of the retail industry while working in the showrooms at the Merchandise Mart, experience that served him well when it was time to stock his own shop. Although he later worked in IT for several years, fashion was always his first love, and he dreamed of opening his own shop.
“I named my boutique after the turn of the century Broadway musical Florodora” he says. “The show was known for its beautiful chorus girls, so I’ve tried to recreate some of that glamour with my merchandise. I’m also influenced by the way women shopped during that era – everyone came downtown, and shopping was this elegant, indulgent experience.”
Naturally, the clothes at Florodora have a distinct vintage bent. “I draw inspiration from the era of the (Monadnock) building – there’s kind of an Edwardian or Victorian theme, but everything is updated and modern.” This is a place for a woman who knows her own style.
“I’m not concerned with following trends,” claims Michael. “I like to stock designers who do their own thing.” Think romantic, feminine looks with a bit of a contemporary edge, and you’ll have a good idea of what you’ll find at Florodora.
Right now, dresses of all kinds are the biggest sellers. “Twenty percent of our business has been dresses,” Michael reports. Tailored shorts and pencil skirts have also been popular, as well as cropped jackets and embroidered, flowing blouses.
About his buying philosophy, Michael says, “I look for things that are really different, that have unusual details and a touch of uniqueness.” Some of the labels he carries include Twinkle, Nougat, Sofada (he has the Chicago exclusive on this whimsical line), and dresses by Yoana Baraschi and local favorite Michelle Tan. “There doesn’t seem to be a particular demographic that shops here – we’ve got a little bit of everything, so women of all ages can find something they like.”
Florodora has plenty of non-clothing items on offer as well. Graceful antique armoires hold lingerie by Hanky Panky (perfect to wear underneath all those girly chiffon dresses), stationery by Snow & Graham, and delicious candy from local chocolatiers Katherine Anne and Translucent. Shoppers can also pick colorful aprons by Chell Domestic Goodies (a great last-minute hostess gift), Joelle Nadine bags, and tons of other fun accessories.
There’s always something new at Florodora, so check it out next time you’re in the Loop and in need of some retail therapy.
Florodora is located in the Chicago Loop:
330 S. Dearborn St.
Chicago, IL 60604
312.212.8860
www.florodora.com
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SeeMore Shopping Contributing Writer – J. Zenn.
We recommend checking with stores for product availability. Suggested prices may change without notice. SeeMore Shopping strives for accuracy, but is not responsible for errors or omissions.
Editorial content is independent of paid advertisers. SeeMoreShopping incurs all expenses associated with reviews. Publ. 06/07.
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