Beth LaMure opened her vintage clothing store “Simply Vintageous” on Wednesday last week and by the time we stopped in on Friday afternoon the place was abuzz with shoppers buying from the unique, one-of-a-kind clothing collection LaMure has owned for over a dozen years. “Business has been going gangbusters!” the ebullient LaMure shared with the Buzz as she scurried off to offer a shopper some advice.
“I call it beautiful, wearable, relevant clothing,” La Mure told the Buzz. “We’re not a consignment store. It’s a collection of pieces I collected over the years when I worked as a producer in the film and video world.” She owns some 2500 vintage pieces, which are in storage, and shows around 200 pieces at any time in her new shop, having moved from Melrose near the Pacific Design Center.
“I love Larchmont and the small town feel it gives me, similar to growing up in a small town.” LaMure grew up in Roswell, New Mexico. She is subletting from Marcie Bron
kar who ran her design business, and then Art Salon, out of the store at 128 1/2 N. Larchmont Blvd, next to Chevalier’s Bookstore.
The clothing collection includes many evening gowns, jumpsuits and rompers, dresses, coats, sleepwear and accessories, which sell mostly in the $100-300 price range, though some items like one-of-a-kind gowns and fur coats sell well above that price . She carries an assortment of ‘old stock’ never-worn Lucie Ann lingerie, hand-made “Scarf Moment” new scarves from vintage fabrics by Charles Rosenberg, and Liberty of London wristlets by Carter Jones made specially for the shop by casting director Allison Jones  who lives and works in the Larchmont neighborhood (and her Boston-based business partner Judy Carter.)
LaMure converted the small shop in just a few days to accomodate the racks and shelving to showcase her wares. She obviously has a great eye for curating vintage wearables, and seems to be having lots of fun in the process. “If you don’t see a price – ask. If you see a price you don’t like – ask,” she said gleefully as a young woman held up a wide-brimmed straw hat that looked like something Audrey Hepburn would’ve worn on a summer outing. “We are not snooty here.”
Simply Vintageous will be hosting a Grand Opening reception Friday, April 18th (“my apologies it’s Good Friday”) from 5-8 pm with champagne, chocolates and cupcakes.
