1407 N. Wells, (312)654-0482, shopwildflowers.com 
(No Ratings Yet)
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Goods: Lingerie, pajamas and a small assortment of erotic toys. Designers: Cosabella, Huit, Simone Perele, Elle Macpherson, Arianne, Wendy Goez and Lise Charmel. Price Range: Moderate-Expensive. Owner: Gretchen Reachmack was shopping for lingerie with her cousin, an ex-nun, when she had the idea to open a lingerie boutique where women could browse and be comfortable. Vibe: Visitors must buzz to enter and then pass through a brick-paved, gated courtyard. The tucked-away boutique feels like a secret lingerie garden. Inside, staff is gracious and warm. The Look: Underneath-it-all sass. Zebra prints one day and Victorian corset tops the next. Shopper’s Perks: Couples appointments are encouraged and men are welcome to lounge in the big leather man-chair outside the ladies’ fitting room. The Thing for Spring: The color trend stretches to undergarments too, as Reachmack is thrilled about hot, beautiful colors like mint and coral.
1445 N. Wells, (312)475-9002 (No Ratings Yet)
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Goods: Clothing and a small selection of accessories for women. Designers: Heike Jarick, Ardistia; denim by Brown Label; coats by Mackage; bags by Gustto. Owner: Former stay-at-home mom Kim Woodward left the nest to return to her retail roots after she “got the courage to finally do it.” Vibe: The small room’s sparse decor, bright lighting, R&B beats and simple displays give the room a minimalist chic feel, but the elegant clothing will take your attention so fast, you’ll hardly be concerned about anything outside of the attire. Price Range: Expensive. The Look: Clothes that transition flawlessly from the office to dinner at Boka to drinks at Violet Hour. Uri is for the shopper who prefers a few perfect pieces rather than lots of almost-perfect ones. Shopper’s Perks: Woodward has the exclusive-in-Chicago on several designers, including Heike Jarick and Ardistia. The Thing for Spring: New Hungarian line Use Unused will liven up Uri’s minimalist room with bright colors and unique designs.
1551 N. Wells, (312)867-7700, trendformen.com (No Ratings Yet)
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Goods: Clothing, shoes and accessories for men. Designers: Bullz-eye, American Chang, Vigoss, Edward Dada, Report, Joe Ghost, Brandolini, denim by X-ray. Owner: Trend for Men is co-owned by five trendy men who boast over twenty-five years of combined retail experience. Vibe: Like a SoHo boutique in the center of Old Town. Price Range: Moderate-Expensive. The Look: From pinstripe suits to cheeky ties, expect this stylish guy to be the spontaneous type. Shopper’s Perk: In addition to alterations and wardrobe consultations, expect one-of-a-kind pieces from Edward Dada and Report. The Thing for Spring: Look for lots of funky jackets and unique denim.
1343 N. Wells, (312)335-1962, shopsarajane.com (No Ratings Yet)
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Goods: Clothing and accessories for women, a small section of baby gifts. Designers: Lewis Cho, Amanda Uprichard, Level 99, nu, Yumi Kim, Rebecca Beeson, Billy Blues, Akiko, Orion, Single. Owner: Sara Jane, who worked in wholesale before opening her own urban chic boutique. Vibe: A clean display of merchandise with careful spotlighting. Fitting rooms are tucked behind swooping cream curtains topped with chocolate fringe. At Sara Jane, fun with fashion prevails: “We try not to take ourselves too seriously in here,” Jane says. Price Range: Expensive with some moderate accessories. The Look: A taste for off-the-beaten path designers. Retro cuts mixed with modern accessories. Old-fashioned and girly—think lacy collars and silky, pastel camisoles. Shopper’s Perks: The staff prides itself on honest feedback.
1543 N. Wells, (312)337-1800, oneyellowshoe.com (No Ratings Yet)
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Goods: Shoes and accessories for women. Designers: Shoes from oh…DEER!, Dollhouse, Me Too, Joseph Griffin, Aerosoles, Blowfish, Bos. & Co. Owner: Old Town resident Tammy Brody, a former commercial producer, grew tired of traveling for her job. So she opened a shoe shop in her own backyard. Vibe: Tammy enlisted a set-decorator friend to bring a Shabby Chic vibe to her garden-level shop. Mismatched crystal chandeliers hang from white pipes; flowers sit in the windowsills, old black-and-white photographs are framed on the walls and old bluesy tunes spill out of the speakers. The Look: This shopper is expert at accessorizing on a budget, and she expertly pulls outfits together with a splash of color. Price Range: Inexpensive-Moderate. Shopper’s Perks: Almost nothing in the shop costs more than $100. The Thing for Spring: Metallic footwear and stacked heels.
1706 N. Wells, (312)751-2929 (No Ratings Yet)
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Goods: Women’s clothing, accessories, lingerie, perfume, candles, cards, baby blankets, toys and clothes. Designers: Three Dots, Nanette Lepore, Theory, Hoss, Rozae Nichols, Trina Turk, Diane Von Furstenberg. Owner: John Liberty opened this Old Town mainstay twenty-five years ago; today, the shop continues to expand. Vibe: The rooms are bright and elegant, with delicate chandeliers and exposed brick walls. The sales staff is dressed adorably and an upbeat mood prevails with eighties and nineties hits in the background. Price Range: Moderate-Luxury. The Look: Each room increases in price and dressiness, so there’s something for any occasion. Wear to drinks on a friend’s patio, your college roommate’s wedding or dinner at NoMi. Shopper’s Perks: Client books kept by the staff remind them to alert you when your favorite designers come in. A classy handwritten note thanks customers for purchases. The Thing for Spring: Wide-leg denim by Hudson, brightly colored Catherine Malandrino dresses.
1350 N. Wells, (312)440-1300, haberdashmen.com (No Ratings Yet)
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Goods: Clothing, accessories, shoes and grooming supplies for men. Designers: Clothing by Shipley & Halmos, Bureau, John Varvatos Star USA, Mike & Chris, Converse by John Varvatos, sunglasses by Mosley Tribes and grooming goodies from Billy Jealousy. Owner: Adam Beltzman, a former lawyer, set up this Old Town shop as an alternative to the cookie-cutter men’s store. Vibe: Sleek, masculine decor includes polished wood and oversized leather chairs. The totally clued-in staff has the scoop on each item and designer in the store. Price Range: Moderate-Expensive. The Look: Polished, confident and cool. Shopper’s Perks: Cocoa Room candy’s on the house—and so is the eye-candy: All the guys who work here are simply dashing. The Thing for Spring: Lightweight seersucker blazers and shorts.
1361 N. Wells, (312)573-0750, Grayboutique.com (No Ratings Yet)
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Goods: Women’s clothing and accessories. Designers: Jewelry by 2SisterDesigns; jeans from Serfontaine, Anlo, J Brand; women’s clothing from Hale Bob, Cynthia Steffe, Lily McNeal, Julie Brown and Poleci. Owner: Laura Schoch, an English-composition major (she’s writing an e-book on the store’s Web site!) and owner of Gray’s two suburban locations. Vibe: Decor is sophisticated and subtle. The walls are splashed in the store’s signature hue and spruced up with arched mirrors and modern light fixtures dangle from the ceilings. The Look: Contemporary and right-on-trend. Laura says that Gray strikes the ideal balance between urban and suburban chic. Shopper’s Perks: Preferred customers are privy to bonuses like private sales. The Thing for Spring: Gray is heavily supporting local Chicago talent by featuring two local designers a month.
