Boutique transformed into Prairie Mermaid

Vintage Willows taken over, renamed by manager

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BROOKINGS – Angie Iverson brought a magical touch to downtown Brookings when she recently opened her boutique, The Prairie Mermaid.

Incorporating a variety of styles from herself, her friends and the former store, Vintage Willows, she's working to make the boutique a place where women can surround themselves with beauty.

Previously, the downtown store located at 314 Main Ave. existed as Vintage Willows, where Iverson also worked as a manager. But after the store owner decided to focus on her Colorado store following her pregnancy, she offered Iverson the chance to buy the store.

And so, Iverson officially took ownership of the store on June 1, dubbing it The Prairie Mermaid Boutique.

The name came about because Iverson liked the conflicting imagery of the prairie and the mythical creature of the sea. (That she also likes mermaids might also have had a role.)

“It’s kind of a play on words, on being that unique figure in a place that you don’t normally find that. I don’t think ‘Mermaid by the Sea’ would have been as catchy,” Iverson said.

The store and its contents would still be readily recognizable to Vintage Willows customers, with many of the same brands, but with an added flair reflective of Iverson’s own style.

Some of the additions include more professional clothing options, more artistic items and some items aimed at men such as cologne and different candles.

“I love shopping and I love clothes, so I really try to find pieces that not only am I going to wear, but I feel that would work really well in South Dakota – practical pieces that you’re not going to find in other areas,” Iverson said.

For a time, she lived in Europe, and she often tries to keep her Spanish and Italian friends’ styles in mind when ordering clothes, too. She does the same in regard to her sister and other friends, since they each have their own style.

“I truly believe that there’s something in this store that any woman would buy. I’m not just talking about the clothes; I’m talking about artwork, body care, candles, unique jewelry,” Iverson said.

She takes pride in her work to pair up customers with pieces that best complement them, rather than simply pushing sales for their own sake.

“I want them to feel good in what they wear or what they purchase because even if it fits perfectly but they’re not happy about it, it’ll show on their face. I don’t want anybody to feel unhappy,” she said. “I know how great it feels to wear something that you love.”

Of the different products she carries, she thinks customers will appreciate the artwork for sale there, especially the pieces by Jennifer Moser.

“I haven’t had a person come in here and not stop to admire her work. Every piece that she creates is unique. You’re not going to find it anywhere else. … There’s a warmth to all of her work,” she said.

Throughout her store, she’s tried to bring out that same warmth and create a welcoming atmosphere. She has fond memories of just hanging out at a Pierre store when she was in high school, even though she didn’t have much money to actually buy anything, because the place made her happy and she felt surrounded by beauty.

“That’s my theme,” she said. “I want people to feel a joy when they come in. I want them to surround themselves with wonderful smells or beautiful colors or the touch of a nice fabric… I don’t ever want anybody to feel like they have to buy anything but just for this to feel like an oasis for them.”

There will be daily discounts offered, which will be posted on the store’s Facebook and Instagram pages. There’s also a 10 percent discount for veterans and teachers.

“There are so many jobs and people out there who are underappreciated, but those are two that I’ve always had a special connection to,” Iverson explained.

She knows she’s been blessed by others to have this chance to run her own business, and she hopes to return the favor to the community.

The Prairie Mermaid Boutique is open Monday-Friday from 10 a.m. to 6 p.m. and Saturdays from 10 a.m. to 5 p.m.

Contact Eric Sandbulte at esandbulte@brookingsregister.com.