Downtown boutique Jessie Blue moving to new location, changing name

Yvonne Denault is scaling back her photography business to make more time for her Jessie Blue clothing boutique in downtown Fargo. David Samson / The Forum

FARGO — Jessie Blue, a women’s boutique in downtown Fargo, is changing its name and moving to the city’s fast-growing southwest.

In videos posted to the store’s Facebook page in late December and early January, owner Yvonne Denault said the name of the store will change to Willow District and move to The Shoppes at BLU Water Creek on 45th Street South, near the intersection of 32nd Avenue South.

Jessie Blue, located at 716 Main Avenue, is now clearing out its inventory and selling all of its fixtures, Denault said Thursday, Jan. 17.

Denault said the downtown store could be closed by the end of January or in early February, with the new shop opened by mid-March or April.

Denault said the move was precipitated by feedback from customers, who said the store’s location and parking “was not fun” and made shopping there more inconvenient.

“We have a lot of customers that live on that side of town. It’s just more convenient,” Denault said.

Denault said she is also starting a group on Facebook to sell clothing through Willow District Clothing Outlet.

Things will be posted that won’t be available in the store, she said. Once pre-orders reach a certain level, the items will be ordered.

Willow District will add to its store hours and be open seven days a week, Denault said.

In addition to clothing, they will also sell more home goods and gift items, she said.

Denault started her shop three years ago in Moorhead as Vivie’s Boutique, selling lingerie and pin-up style dresses and accessories.

A year later, she moved to downtown Fargo. She later decided to sell more mainstream women’s wear, finding more success and changing the name to Jessie Blue.

The name Jessie is in honor and remembrance of Denault’s grandmother, Denault said.