Bringing Paris charm to the prairie

Florentine's shop, salon staff, clients get the royal treatment

Florentine Bradforde treats her clients like goddesses.

When they arrive at Florentine's de Paris, whether to shop or get their hair done, Bradforde greets them with open arms and joyous exclamations, as if they were long-lost loved ones.

Florentine's de Paris, 1221 28th St. S. in Fargo, is a clothing boutique and full-service salon that could be the setting for a novel about women, life and friendships.

The boutique sells stylish clothing and accessories such as jewelry from Paris and shoes Bradforde has personally tried on to make sure they are comfortable and look good.

"We're kind of a best-kept secret in Fargo," said Mary Dufner, boutique and salon manager. "When (customers) come here, they're just thrilled because they're able to find something that's very unique."

But what makes the shop special is its owner.

Bradforde, born in Spain and raised in France, has owned the business for 25 years. She moved it from Moorhead 10 years ago.

Her clients have become family, inviting her into their homes and grieving with her at her son's death.

"My clients kept me alive," Bradforde said. "They helped me out, and they distracted me."

Bradforde dishes out economic advice in one breath: "If we all put our 10 cents together, we can be successful again."

And with another breath, she gives life lessons: "You've got to have the courage to keep going and never give up."

She offers everyone who walks in the door cappuccino or tea, and feeds them if they come in around lunchtime.

"Life is too short; we've got to be good to people," she said.

She has in-store fashion shows twice a year, making the food she serves and using her clients as models.

Bradforde seems to have as much fun as her clients while she peruses her racks for the perfect outfit for them.

"We carry such a great satisfaction in dressing people because when I dress you, my name is on your back," Bradforde said.

Bev Adams of Fargo said her style was always conservative and plain before she found Florentine's.

"I'm not somebody who can dress myself. That's not my skill," Adams said.

Now that she shops at Florentine's, she has been stopped and complimented on Fifth Avenue in New York City, considered one of the world's best streets for shopping.

Gretchen Hoffman of Vergas, Minn., said she likes that Bradforde and Dufner keep their clients in mind when buying clothes for the store.

"They just know who I am, they know what I like, and they bring it to me," Hoffman said. "Anybody who leaves Fargo to shop for clothing hasn't shopped at Flory's."

The salon offers a full range of hair services and spa treatments such as facials, pedicures and manicures.

Jayne Bertsch of Fargo said the atmosphere is like being at a slumber party.

There are seven stylists. Most have been with Bradforde for 10 years.

"In our industry, working as a team is so important," stylist Gail Sheeley said.

"We have a lot of fun here. That's our main goal," said stylist Mary Ann Stael. "We're very supportive of each other."

"Not just with second opinions about a color or something with a client but in our personal lives, too," stylist Laurie VanEnk added.

Julie Sagen of Arthur, N.D., said she could go to any of the stylists and they would know how to cut her hair. They also know her personally.

When Sagen was two weeks later than usual in booking an appointment after her father died, Sheeley called her at home to see what was wrong.

As Sagen sat drinking a cappuccino waiting for a recent hair appointment, Stael wandered over to give her a hug and ask how she was doing.

Bradforde said her stylists are like her children.

"I've had ups and downs in my life, and these girls have been here for me," she said.

Bradforde was lured to North Dakota by family 34 years ago.

"They told me this was a wonderful place to be. They never told me about the snow," she said, laughing.

Bradforde said the warm people make up for the frigid winters.

"It's funny how I got used to this place."

Business profile: Florentine's de Paris

• Location: 1221 28th St. S., Fargo
• Ownership: Florentine (Flory) Bradforde
• Boutique hours: 10 a.m. to 7 p.m. Monday through Friday; 10 a.m. to 4 p.m. Saturday; closed Sunday.
• Salon hours: 8 a.m. to 7 p.m. Monday through Friday; 8 a.m. to 4 p.m. Saturday; closed Sunday.
• Contact: (701) 241-4425

Readers can reach Forum reporter Tracy Frank at (701) 241-5526