FARGO-Erica Meech doesn't blame the recent shoppers who are convinced her store is new, even though she started the business three years ago.

The Fargo woman's Pink Luxe Boutique made a small move in downtown Fargo about a month ago that she said has given her a big boost in walk-in traffic and visibility. And yes, that means some people are finally learning about her store years after she launched it online.

Pink Luxe Boutique now occupies a leased space at 406 Broadway N., which was previously the Fargo office of Artekta Architects.

It's a "night and day" difference from the pop-up shop version of Pink Luxe she previously had in a small space in the back of Broadway Nutrition, 72 Broadway N., just a few blocks away.

"It was kind of hard for people to grasp on the concept that I was in the back of a shake shop," she said.

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Lifelong dream

Meech said she's known since she was a kid that she would eventually have her own clothing store, and she has her mom to thank for that discovery.

Her mother had a boutique focusing on vintage items while Meech was growing up.

"That's how I have my love for fashion," she said. "I remember she would dress me up in fur coats."

She took her time getting Pink Luxe, her first business, up and running after she launched it as an online store. After building up a larger customer base with its first pop-up location in Broadway Nutrition, Meech said she was ready to make a move to a more prominent spot among the bustling boutique scene of downtown Fargo.

But she's staying put now that she's here.

"I don't know if I really want to go bigger," she said. "I kind of like being small."

Meech's store has become big enough to rent a small space in back to Jani Anni Jewelry, giving another entrepreneur the chance to open a downtown retail location.

Meech describes Pink Luxe's product mix as "ready-to-wear" fashion-some customers actually wear what they purchase when they leave the boutique-that draws 18-year-olds and 60-somethings alike.

"I like simple pieces that you can transition into seasons and you can wear for years to come," she said. Meech also looks for "detail" in the products she sells, such as the cold shoulder top she wore during a recent interview.

"I always say sexy but modest," she said about Pink Luxe's fashion sense. "Sexy but modest, in your own way."

More than anything, Meech said she wants customers to pick up on the good energy of her store and be comfortable with their style choices.

"I definitely want people to feel confident in the items they're purchasing," she said.

Business profile

What: Pink Luxe Boutique

Where: 406 Broadway N., Fargo

Hours: 11 a.m. to 6 p.m. Tuesday through Friday and 11 a.m. to 5 p.m. Saturday

Phone: (701) 936-1396

Online: www.facebook.com/shopplb