Baraboo boutique offers latest in women’s clothing

January 8, 2019

Angels & Arrows Boutique has at last found a permanent landing spot.

The women’s clothing and accessories shop got started in August 2017 as a Reedsburg pop-up shop, then moved to space above Countryside Refind when that growing business moved to Third Street in June.

Last month, Angels & Arrows moved down Third into a street-level storefront. It shares space at 110 Third St. with the Ya Ya Bear scarf-making boutique.

“We wanted to do our own thing and have a storefront,” said owner Amy Millie, who founded the business with Jamie Fearing. Millie now runs the business on her own, as Fearing left Angels & Arrows this month to focus on her other business.

Angels & Arrows sells women’s shoes, apparel, handbags and accessories. Millie scouts buyer shows and the internet for the latest trends. She says people can expect to see prints become popular this spring.

“It’s all a learning process,” Millie said. “We’re different. We carry the top trends.”

The boutique caters to women 20 and older, and Millie and her staff have found Baraboo shoppers willing to walk on the cutting edge. “There’s a lot of trendy women,” she said. “We’ve met so many cool people.”

Downtown Baraboo Inc. President Deirdre Marshall said the Courthouse Square is becoming a great place to shop for women’s fashion.

“Angels & Arrows’ new location is on the hottest block for that,” Marshall said. “Their merchandise and displays are interesting and artfully done, and should pull in window shoppers.”

Millie said being part of the downtown business community was part of the appeal of relocating to the 1,500 square-foot space on Third Street. Plus, moving in with Ya Ya Bear, another business dedicated to women’s fashion, made sense. “All the businesses around us have been amazing. Everyone works together,” Millie said. “We just felt like it was a good fit.”

Angels & Arrows moved out of Countryside Refind on Dec. 11 and opened on Third the next day. “It all worked out, and we’re ready to roll,” Millie said.

Finding a long-term perch will help her focus on keeping an eye on what’s for sale at shows and what’s selling in Baraboo. She’s also willing to act as customers’ personal shopper.

“We’re very friendly, accommodating,” she said. “If we don’t have something here, we’ll find it for them.”

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