Vera Bradley Moves to Boutique Bellissima

“Vera Bradley has arrived.” This is the exuberant proclamation adorning the windows of Boutique Bellissima in the Village, letting the legions of Vera Bradley fans in Grosse Pointe know where they can now buy the popular line of colorful bags and accessories.

The line was sold at Cavanaugh’s, also in the Village, from February 2009 until a few months ago, when the store began eliminating merchandise in preparation for going out of business. According to Jennifer Mizzi, owner of Boutique Bellissima, Vera Bradley contacted her about carrying the line at the suggestion of Cavanaugh’s owner, Connie Bukowski, who felt the boutique would be a suitable replacement vendor.

Vera Bradley agreed. “Boutique Bellissima is located in a lovely area and the store is in good company,” said Melissa Schenkel, public relations manager for Vera Bradley. “The owner’s enthusiasm for our products, combined with the store’s merchandising displays and marketing efforts, made this a good fit for Vera Bradley.”

Vera Bradley products, famous for their bright prints and versatility, are extremely popular in Grosse Pointe, largely, says Mizzi, because they suit all ages, interests and styles. “People from eight to 88 love Vera Bradley,” she said, adding that they are the ideal gift item. Moreover, “people see it as a way to get a designer label for a very good price. You can’t get a Louis Vuitton bag for $65, but you can get Vera Bradley, which is attractive and extremely well made.”

The typical Vera Bradley customer owns nine to 12 pieces in the line, Mizzi said. Some are loyal to one fabric, while others like to mix and match. The line makes adding new prints to a person’s collection easy, she noted, as it unveils new fabrics four times a year. Boutique Bellissima has prominently displayed the company’s four newest prints: Daisy Deco, Folkloric, Baroque, and Watercolor.

Boutique Bellissima carries a wide array of Vera Bradley merchandise — from small items such as wristlets, contact lens cases and ID/credit card carriers to large backpacks and luggage — and can order for customers anything in the Vera Bradley catalog. The store can also assist customers in monogramming their purchases. Mizzi said she expects that many brides who use the boutique’s bridal gown and alteration service will select Vera Bradley items for bridesmaids’ gifts and that men will come in for can’t-go-wrong presents for their wives and daughters. The arrival of the line coincided with Mother’s Day, Mizzi noted, and sales were very good during the first week as a result.

Roughly 400 of the boutique’s customers will receive promotional materials announcing the line’s arrival at the store through a mailing organized by Vera Bradley. The collection will be managed by store employee Meagan Held, who said shoppers can expect the fall fabrics sometime in July. The store will also soon be offering Vera Bradley throw blankets, which she said are ideal for college kids, as well as cloth hampers, flip flops, and beach towels.