DOWNERS GROVE – The awning on the outside may still say Baubles & More, but occupying the space is a new women's clothing boutique with a new name.

Briosa Boutique, 5121 Main St., Downers Grove, had its grand opening March 23. It is the second Briosa location for owners Debbie Bell, Gloria Ursich and Rae Vegetabile, who opened the first store more than six years ago in Lockport.

“We have been looking for a second location for a while,” Ursich said. “This opportunity came about, and it’s perfect.”

The location was previously home to Baubles & More, which closed Jan. 30 after 11 years in business.

Laura Wolfe, who owned Baubles with her sister, Lisa Gomez, will be a silent partner in the new store until September. Wolfe said she was initially concerned about the legacy of her store when she decided to close and pursue a new career, but she thinks the Briosa owners are a perfect fit.

“Downers Grove is very lucky to have these three women,” she said. “They’re wonderful.”

Ursich said they had heard about the space becoming available and loved the feel of the downtown area.

“One thing that really drew me to this downtown area is that all the businesses in this downtown area are small business owners,” she said.

The store sells a variety of women’s clothing, accessories and jewelry the owners buy from trade shows.

Ursich said the store’s apparel has its own unique style.

“The name itself, Briosa, mean vivacious,” she said. “You stand out.”

Ursich said Baubles had a loyal customer base that Briosa will need to win over.

However, Wolfe said it should be a smooth transition because Briosa will carry many of the same clothing lines that Baubles did.

“[The Bauble’s customers] have been coming in,” Ursich said. “We’ve gotten really nice compliments from them.”

The new owners did a quick turnaround to open the store in time for spring. The interior has been remodeled, but it still will be a couple of weeks before the new awning is ready.

Briosa is one of several women’s clothing boutiques on its block of Main Street. Ursich said the competition makes the area more attractive.

“When you work in a mall or plaza, there’s other stores in the area that you are competing against,” she said. “I think that’s better because it encourages people to come and do the shopping if there’s more to choose from.”

Ursich said she believes boutiques have become prevalent because shoppers appreciate the personalized service.

“It’s more of an intimate experience,” she said. “People know when they’re boutique shopping, they’re going to have help.”

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If you go

WHAT: Briosa Boutique, 5121 Main St., Downers Grove

WHEN: 11 a.m. to 3 p.m. Sundays and Mondays; 10 a.m. to 7 p.m. Tuesdays to Fridays; 11 a.m. to 5 p.m. Saturdays

INFO: 630-434-4441, www.briosaboutique.com