MOORHEAD — The Black Frame Boutique, a women's and children's clothing and accessories store, has opened at 23 4th St. S. in downtown Moorhead.

This is the second Black Frame Boutique for Kelci Boniface, who initially launched the business online from her home about six years ago. She opened her first retail store a year later at 3475 45th St. S. in Fargo. It's located in the same building as Sola Salon Studios, where Boniface also works full time as a hairstylist.

Boniface describes her clothing, available in sizes newborn to 3X, as casual to business casual.

"We're not too dressy. I'm not too dressy of a person myself," Boniface said.

Hot items right now include anything camouflage or buffalo plaid, she added.

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Boniface also designs, prints and sells custom graphic apparel. She's done projects for her son's hockey team, Legends Sports Bar & Grill in Moorhead, eXp Realty in Fargo and a local yoga studio.

And that's not all. Boniface also bottles and sells a signature scent in her "free" time called The Black Frame.

Boniface said she's able to do it all thanks to a supportive family and wonderful staff.

"I have very supportive family and friends. My support system is there for sure. My husband is definitely in it with me," she said.

Her husband, Jeremy Boniface, said he's very proud of what Kelci has been able to accomplish.

"It has been very exciting to watch Kelci grow her business from a spare bedroom in our house to two brick and mortar locations of retail space," he said. "Many of Kelci’s customers turn into friends, employees at her store and clients for her hair salon. We are all very excited for what the future holds for The Black Frame Boutique."

Kelci said she often relies on Jeremy for technical support. Last week, he was tasked with helping her set up a new point-of-sale system.

Their children, Brayden, 6, and Kinsley, 3, are involved in The Black Frame Boutique as well. They've both modeled their mom's clothing in local fashion shows. While Kinsley loves to model, Kelci said the excitement is wearing off a bit for Brayden as he grows older. Today he's more apt to be found shooting Facebook Live videos of his mom unloading orders in the store. Boniface said "box openings" have become very popular on her social media accounts.

"When I get a shipment, I open it in a live video. People claim items through there. Our Facebook is hopping. People love that kind of stuff," she said.

In addition to the Fargo and Moorhead stores, Boniface continues to sell merchandise through her website at She offers free shipping on all orders.


WHAT: The Black Frame Boutique

WHERE: 23 4th St. in Moorhead and 3475 45th St. S. in Fargo

HOURS: The Moorhead store is open from 11 a.m. to 7 p.m. Tuesday through Friday and 9 a.m. to 3 p.m. Saturday. The Fargo store is open 11 a.m. to 6 p.m. Tuesday through Thursday, 11 a.m. to 4 p.m. Friday and 10 a.m. to 2 p.m. Saturday.

ONLINE: or search for the "black frame" on Instagram, Pinterest and Facebook