Missoula News

A Cow Town Goes Designer

Betty’s Divine: A Niche of Her Own

By Brianne Burrowes, 1-26-06

	Aimee McQuilkin says one of the demographic Betty's Divine caters to is "fashion-forward" moms. Pictured here with her daughter, you can see, she's one herself. Photos by New West Photo Editor Chris Lombardi

Editor's Note: This is the fourth in a six-part series looking into how changing demographics are creating a new age in Missoula's fashion scene. Each day, New West is bringing you snapshots of the local businesses that are part of, and setting the trend. On Friday, we'll discuss what the trend means to Missoula's make up and the West at large. Click here to track all the installments.

Betty's Divine owner and manager, Aimee McQuilkin, says she has wanted to open her own store since she was 10-years-old, but it was only recently that she found a niche she could call her own.

Officially opening on August 15 of last year, Betty's Divine is all about fashion-forward clothing in a moderate price range, McQuilkin says. She describes her target shopper as women between 18 and 55 who are, "young professionals, college students, fashion-forward moms and people who like to support downtown Missoula, small designers and their communities."

There's something for everyone in the store, McQuilkin says, and customers are really recognizing the popular brands the store carries. The most recognized include Michael Stars, Salt Works, Red Engine and Tulle. Soon the store will carry Paul Frank's cut and sew line as well as Lucky Brand. Also, in February, the store will begin to sell men's clothing.

McQuilkin chose the store's location in the neighborhood south of Higgins Avenue bridge because of the great camaraderie between the businesses in the area. This summer the area stores are planning a block party to bring in customers, she says. As for the stores selling designer brands on the north side of the bridge, she says she isn't worried. "It brings more people downtown," she says. "They can hit all their places. Each store fills their own niche."

But perhaps the biggest competition is the store McQuilkin worked in as a buyer and manager, Rainbow's End, a store that carries many of the same brands as Betty's Divine.

Despite both stores carrying brands like American Apparel, Miss Me and Tulle, McQuilkin says the stores don't cater to the same customers. While Rainbow's End mixes import and designer clothing, "Betty's Divine has fresh, contemporary, creative and edgy clothing, footwear and accessories," she says -- two niches with different target markets.

The store, which opened in time for the back-to-school rush and Christmas shopping, has been successful so far. In December the store hosted "Dude's Night," an evening of cold beer and hot wings to encourage guys to buy gifts for their girlfriends. Because the event was so successful the store plans to hold another "Dude's Night" before Valentine's Day.

Another aspect of Betty's Divine that makes it such a unique retailer in downtown Missoula is the community involvement McQuilkin encourages in the store. Every First Friday of the month, Tingled Origins, a group of local belly dancers perform in the store and local artwork is on display. "We're selling a lifestyle, not a product," she says.

Since opening the doors in August, McQuilkin says Betty's Divine has by far surpassed what she hoped it would be both in terms of sales and personally.

"My main motivation is to have a great place to work and shop," she says.

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