Inside Business: Apricot Lane - KFYRTV.COM - Bismarck, ND - News, Weather, Sports

Inside Business: Apricot Lane

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Women's fashion is big business, and one of Bismarck's newer boutiques is taking the West Coast look to a new level.

When you think of Strawberry Fields Forever and Penny Lane 1967, and the Beatles come to mind. If you mix fruit and street metaphors today,

you might come up with Apricot Lane. Store owner Loni Bienek says she was shopping for a franchise with national name recognition that still

offers an intimate retail experience.

"Apricot Lane has about a hundred boutiques around the United States and when I did the research, Apricot Lane was the one that fit me and my model the best," says Bienek.

The biggest challenge in fashion is finding the right fit for the customer, but Bienek says that's also the most rewarding part of her job.

"What I enjoy most is the costumer. They come in and its amazing. They just don't know how to put outfits together, how to tie a scarf a certain way, and so we really enjoy finding things for them," she says.

One of the things that sets Apricot Lane apart from other boutiques is that they specialize in West Coast merchandise.

"We say this is where L.A. meets North Dakota. We have that little bit of a country western flare here, but yet we still have a little bit of that L.A. look. Younger girls love the boots and so do their moms, so we try to carry both lines," says Bienek.

Apricot Lane also supports an international effort to help young Asian girls.

"We carry a line of jewelry called 3 Strands. What it does is it helps combat sex trafficking in Cambodia and 100 percent of the profits go back to the 3 Strands company," she says.

The shop is open seven days a week, and provides a unique shopping experience for women of all ages, mixing the latest West Coast trends with a bit of country vibe.

Apricot Lane is located across from Kohl's in Pinehurst Square. You can learn more online at

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