Weather Forecast


Vivie's Boutique changes name to JessieBlue

Vivie's Boutique, 716 Main Avenue, Fargo, as seen Oct. 11, 2016. The store recently changed its name to JessieBlue. Forum file photo

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.

Ryan Johnson

Ryan Johnson is the Features Editor for The Forum of Fargo-Moorhead. He previously wrote for The Forum and the Grand Forks Herald.

Have a comment to share about a story? Letters to the editor should include author’s name, address and phone number. Generally, letters should be no longer than 250 words. All letters are subject to editing. Send to

(701) 241-5587