Never heard of this store before and being a male… Why should I? Store has a fabulous inviting feel and is very very clean and well designed. Store sells Jewelry, purses, clothes and all kinds of girly knick knacks. The displays are top notch and well thought out. My daughter is a bit to young to get the appeal of the store and that was a-okay with me. I asked my wife if she’d ever been and she had rave reviews. My guess is that it’s for the 25 and older crowd, but I’m no fashionista. The staff was great and genuinely wanted to help. Didn’t observe any staff not working or doing something and that’s huge for me. Chandelier was cool touch to center of store.