“West Coast Style on a ‘Whim’ in Burlington Vermont"

Whim Boutique announces their grand opening in Burlington Vermont. Whim is a contemporary women’s clothing boutique. Focusing on casual chic, Whim is a one-stop shop for contemporary jeans & tees. They feature many fresh lines like JET, William Rast, Hudson, Earnest Sewn, Project e, Fresh Karma, J&Co, Rachel Pally & 2b Free.

Whim has a clean look with white walls, bamboo floors and chocolate brown fixtures. It is reminiscent of a boutique one might see in Miami or LA. “Our focus for the store is to make it easy to shop, with clean, nicely spaced racks”. The white crisp walls make the clothing standout and that really is what it is all about.

Owner Melissa Fairchild says “I wanted to bring something to Burlington that was new, I was doing all of my shopping online and saw a huge untapped market in Vermont, for west-coast inspired clothing”.

“When we first opened we thought that our main customer would be college girls, but we have been pleasantly surprised with the age range that has been religiously coming here, from teens to hip moms”. Whim already has many repeat customers, some coming in weekly to see what is new.

For any new business advertising is key. Whim has found word of mouth has been the best for them and better yet free! Fairchild says “We have tried many advertising outlets, flyers, mass emails, newspaper & radio. But what really works is that one customer having a great experience and passing it on.”