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'Occasional boutique' caters to women of all ages

A year-old Naperville women's boutique doesn't play by the rules.

But it's working just fine for Lillians of Naperville, part of a growing Minnesota-based franchise.

Ursula Schroeder's downtown boutique at 32 W. Chicago Ave., is open only eight days a month, so cut out convenience.

Traditional retail stores place orders months in advance. Not the case at Lillians. Company founders, two sisters, do all the buying for the 33 franchise stores in New York just a few weeks before the goods hit store shelves.

The stores sell "designer inspired" purses, jewelry, wallets and scarves. About 600 handbags ranging in price from $28 to $50, fill the shop. All sunglasses are $10.

Beginning in May, clothes will be added to the inventory. "It's trendy, not crazy," Schroeder said of the styles that include leggings and tunic tops, fun business attire, sportswear and jeans.

Creating a fun shopping experience and an anticipation for the new product is a company goal.

"It's fun, affordable and fabulous," Schroeder said.

A draw to the store is that it carries at least 50 percent new merchandise every month.

Shoppers have to keep their eye on the calendar as the boutique is open Thursday through Sunday during the first and second weeks of the month. The next time the "occasional boutique" opens is May 6 to 9 and May 13 to 16.

Company founders, Cindy Deuser and Sue Olmscheid, former corporate executives, started the business when they found that going shopping was no longer fun. They came up with the business plan that they launched five years ago.

"The two sisters are making shopping an experience," Schroeder.

They also require that all franchise owners carry the same love for retail that they have.

Schroeder is a passionate shopper, a trait her 10-year-old daughter Savannah has inherited.

"She started trying on clothes in dressing rooms when she was three. I could never pick out her clothes without her approval," Schroeder said.

The unusual business model caters to women of all ages. Schroeder said there are even some cute T-shirts for 8-year-olds.

"It's an exciting place to go shopping," Schroeder said. The store is open 10 a.m. to 7 p.m. Thursday and Fridays, 10 a.m. to 5 p.m. Saturday and 11 a.m. to 4 p.m. Sunday. For more, check out lilliansshoppe.com.