Jessica Fong at her new women's clothing and accessories store, YM Boutique, at 202 Campbell St., Geneva. The store carries new styles from California.

Jessica Fong at her new women’s clothing and accessories store, YM Boutique, at 202 Campbell St., Geneva. The store carries new styles from California.

GENEVA – Jessica Fong’s new women’s retail store, YM Boutique, 202 Campbell St., Geneva, features the top clothing styles from the West Coast.

Fong, 36, opened the store in June.

“I sell women’s contemporary clothing and accessories,” Fong said. “I did nursing before. And then I went to school for fashion marketing down in California while my husband went to law school. I worked at a couple boutiques. I did my internship at St. John Knit, a brand sold mostly at Bloomingdale’s, Nordstrom, Saks Fifth Avenue.”

Fong said she also worked for Saks for a few years while the couple was living in California.

The significance of the West Coast fashions Fong sells is that new styles emerge from there and the East Coast first, she said.

“It starts over there [on the coasts] and then it trickles down to us,” Fong said, referring to new styles arriving in the Midwest.

As for her store, Fong said it gets new West Coast arrivals every week.

“Inventory is changing constantly,” Fong said. “So we only order a certain amount and that is all we carry and new stuff comes in every week.”

For example, a light colorful kimono jacket is very popular – so popular that after one day after the new stock arrived, there was only one left.

Her husband, Andrey, is an attorney, with an office in Aurora, she said.

The store’s website is still under construction, Fong said, so more information about the store is available by calling 630-780-3900.

Source: Google News

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