Post Date: July 31, 2015
Author: Hannah Litwiller
Carolyn Burghoff always loved shopping with her daughters, but was often unable to find a boutique in St. Louis where they could shop together. Instead of shrugging it off and ignoring the problem, the she found a new solution - open up her own boutique clothing store!
Paperdolls was launched in 2005 by Burghoff and has grown throughout its ten years in the St. Louis area. Their original location was on Washington Avenue, but when Beth Morris joined the partnership in 2008, the pair moved to Kirkwood. Burghoff and Morris had so much success they opened another store in Ballwin and then a third boutique at 7700 Delmar on the corner of North & South in 2014. The boutique is aimed for women of all ages, offering affordably priced, one-of-a-kind clothing and accessories. It is not so unusual to see mothers, daughters and grandmothers shopping at Paperdolls together.
“Fashion should always be fun,” says Alise Glenn, marketing manager for Paperdolls. “We did not want to leave anyone out of the shopping experience!”
Paperdolls makes multiple trips to LA, New York, and Las Vegas every year to pick up clothes for their inventory. They boast trend pieces as well as must-have basics like denim, tops and separates. Their top priorities include stocking fashion-forward, wearable looks, as well as providing their customers with great service.
“We believe that every woman deserves the very best possible service without it having to be stressful,” says Glenn.
The boutique offers personal shoppers for clients looking for a more one-on-one shopping experience and hosts private shopping parties for groups of friends that enjoy shopping in a new way. Customers can have personal style assessments and consultations when shopping in any of their stores. Paperdolls even has a mobile shopping van that is used for events and private parties. Most recently, Paperdolls launched Lil’ Dolls, a mini-me collection for young girls. They are also planning to launch a new website in September, where Paperdolls can be delivered directly to your front door.
If you’re trying to save money, Paperdolls offers a variety of discounts and great deals for their store. The boutique offers discounts every Monday and Tuesday for college students and teachers carrying their ID. A rewards and loyalty program allows customers to earn cash credit for dollars spent, referring friends, and following the boutique on social media. Paperdolls is also known for their huge Black Friday sale that generates a line at the door each year.
Though they do very well at their other stores, Paperdolls enjoys working in U City due to a great location and an already-present customer base. They love the loft-like open floor plan and the natural light from the ceiling windows, and note that there is something for everyone at the Delmar and North & South location. Each boutique carries something one-of-a-kind; for example, only the U City Paperdolls sells Tokyo Milk Dark perfume and Library of Flowers luxury fragrance products.
“Every time you walk into a store, there will definitely be some variation in styles,” says Glenn. “That way each shop has something unique to offer customers.”
Paperdolls has received numerous awards for their great clothes and outstanding service. Some notable honors have been A-List accolades from St. Louis Magazine, Alive Magazine Readers’ Choice for Best Boutique in 2015, the Ladue News Platinum list, and the Town & Style Top 10 Fashion Finds in the St. Louis Area.
“Stop by and see what the fuss is all about,” says Glenn. “We promise to give you an amazing
7700 Delmar Blvd.
University City, MO 63130