Vivie's Boutique changes name to JessieBlue

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FARGO—A downtown women's clothing boutique has a new name.

Vive's Boutique, 716 Main Ave., announced Monday, July 10, that it would be changing its business name to JessieBlue. A new sign with the JessieBlue name was installed on the building Tuesday, July 11.

"Same great shopping location, friendly faces and products you've come to expect and MORE!" a Monday post on the store's Facebook page said.

The post didn't explain the reason for the name change. Owner Yvonne Denault didn't return a Forum request for comment about the change earlier this week.

Vivie's Boutique originally opened in the summer of 2015 at 420 8th St. S., Moorhead, occupying the upstairs of a Victorian home. It relocated to Main Avenue in Fargo in October 2016.