From the outside, Indigo Blue in Tampa looks like just another high-end women's boutique: plenty of natural lighting, organized clothing racks and impeccably styled mannequins on the windows. But on the inside, it's clear that's where the similarities end.
The walls are the first giveaway. Painted to match the store's name, the bright indigo blue gives the place a young attitude. Then there's the boutique owner, Griffin Zysk, who wears rainbow flip flops to work yet still looks like a well-styled fashionista — a product of her unabashedly shopping her own inventory before it reaches the racks of her store. Finally, there are the price tags, which just don't seem to belong in a boutique environment, all priced under $100.
Indigo Blue caters to the shop-o-holic on a budget, which is a type Zysk knows very well. The Florida native is first and foremost a fashion and shoe lover, so stocking a store full of clothing and accessories for the last two years hasn't exactly been a challenge. She knows what her customers want: a higher ticket look for a better price, and she gets them exactly that. From basic to sophisticated tops ranging from $18 to $42; short, midi and maxi dresses between $40 and $52; and jewelry — lots of jewelry, scattered throughout all corners of the store — most items can be dressed up or down, serving multiple purposes and saving shoppers one thing they value greatly: closet space.
In keeping with its laid-back Floridian roots, Indigo Blue has a nonchalant charm. A basket of $5 earrings by the checkout and promotions — like the Easter weekend "pick your duck," in which rubber ducks have a discounted amount taped to them — keep the store from being what it looks like from the outside, just another high-end boutique.
— Natalia Galbetti is a freelance writer and director of sales and marketing at k.hendrix in St. Petersburg. Follow her on Twitter at @NatiGalbetti.