40 Locally Owned St. Louis Shops to Visit Right Now
Founded by Beth Morris and Carolyn Burghoff, the four outlets and online site that comprise Paperdolls (multiple locations including 110 E. Jefferson Avenue, Kirkwood; 314-965-3655) bring contemporary clothing to women of all ages. The boutique first opened on Washington Avenue in 2005, moved to Kirkwood in 2008, and then expanded to Ballwin, University City and Des Peres. Paperdolls offers a large selection of apparel, jewelry and accessories, from trendy dresses for a fun night out to casual layers for running around town. The shop carries some designer labels, but the majority of the merchandise is in the $50 to $60 range. The owners travel often to fashion shows in Las Vegas, New York and LA to source the latest trends. A number of accessories reflect the store's sense of humor. If you're looking for a card that says "another f*ing birthday" or a perhaps too-honest "99 percent happy for you" greeting card, or you need a coffee mug to inspire you to "get sh*t done," this is the place. The store also carries some local brands supporting city pride like Maison Jewelry, which offers "314" and "636" necklaces representing the St. Louis area codes, and Aviate, which sells STL-embroidered baseball caps.