Sunday, June 29, 2008
Life, In this Issue..., Style

Natural, earthy, fresh

Carefree shopping at Squash Blossom

Photos/Spark St. Jude
Squash Blossom’s chock full of interesting finds.

By Carly Felton

“Chances are, if Paris or Nicole is wearing it, we don’t have it and don’t want to.”
This blatant statement of unofficial store policy exhibits the free spirit of Squash Blossom boutique owner Talia Blanchard and, in essence, her Decatur shop.

    The casual store features exposed brick walls and a pressed tin ceiling, exuding a warm, relaxed vibe; and the historic space and the funky clothes and accessories offered convey the confidence and individuality of Squash Blossom’s customers.

    Blanchard says the store has a Bohemian foundation, but that she and her mother, who've co-owned Squash Blossom for almsot nine years, "choose what we like" when it comes  to buying styles and lines for the store, constantly updating the selection to avoid looking dated. Everyone from college-age females to working mothers comes in for the unique shoes, accessories and clothing—all aimed at the young at heart.

    “We have a casual, funky flare emitting a carefree spirit and a special individuality that radiates from our customers when they leave the store with a new wardrobe,” Blanchard says. “We are often called by our customers a ‘mini-Anthropologie,’ which is a great compliment.”

    Squash Blossom is characterized by Free People clothing. “Free People delivery days at Squash Blossom are like Christmas for a 6-year-old,” Blanchard contends. “It’s always different from what everyone else is doing.”

    Jeans, dresses, tops and jackets from Tulle, Velvet, Lucky and Burning Torch can often be found, too. Prices usually range from $30 to $180, with a few, higher-end items available. Much of the jewelry carried is made by local designers, including Heather Haase, Periwinkle and Lauren Elizabeth.

    “We try really hard to support socially and ecologically friendly companies and initiatives. One of our best sellers is a super-cute, compact nylon bag for food shopping. We sell multiples of those at a time; they are a great gift for anyone, even if they aren’t tree-huggers,” Blanchard says.

    For fall, Squash Blossom will boast a French-Canadian shoe line called Fluvog, which makes “super funky but totally wearable” styles, great for pairing with jeans and dresses; as well as Camper clothing styles from Spain.

“Fall styling at Squash Blossom is about color, texture, fit and fun,” Blanchard says. “Lots of long-fitted skirts with basic tees, casual jackets and the multi-seasonal jewel: turquoise. We get new merchandise in every day, and, believe it or not, fall shipments start coming in at the end of June!”

A Philadelphia native who studied English and art in college, Blanchard says she’s recently learned to appreciate the modern look with clean silhouettes and sleek fits. “I like mixing that with the super relaxed, casual attitude Squash Blossom is known for, giving off a more polished, put-together look.”

Talia acknowledges her mother, who owned a store in Philadelphia before moving to Atlanta, as the fashion maven behind Squash Blossom’s unassuming style, although she does have entrepreneurial experience from opening Twain’s Billiards with her brother, Ethan, when she first became an Atlantan.

While she says she’s more interested in textiles than fashion, she loves clothing. “Shopping is not a chore at Squash Blossom," she says. "Everything has something special about it, and we have customers who say they can spend all day there and keep seeing something new and interesting.”

For the best deals, check out the sale items in the back of the store; plus, the first weekend in August and February, Squash Blossom participates in a monstrous warehouse sale dubbed “The Best Boutique Sale Ever.” In addition, Squash Blossom recently joined Darla, a shopping-lover’s club that provides members with special boutique discounts and party invitations.
“I firmly believe people should wear what they like and what fits, as long as it doesn’t involve Christmas sweaters, socks and sandals, ‘Mommy’ jeans or those leggings that strap under your foot,” Blanchard says, illustrating Squash Blossom’s attitude toward independence. “We’d like to think the lines we carry all have a relationship and work together, though they are so different from one another. We’re like the spa of boutiques.” SP