Drama opens today at 50th & France. I got a sneak peek last night and was really impressed. Courtney Smallbeck has streamlined her store’s look – the apparel is more modern and sophisticated, but still at affordable prices. And still aimed at that young professional woman who wants to look cool at work, and after hours: over-dyed shirt dresses, patterned blouses, silk dresses – all less than $150. The on-trend accessories are $50 or less; I saw some studded leather cuff bracelets for $20 and intricate silver earrings for $40.
It seems like Drama moved into the former BluePeg space at 4946 France Ave. S. in Edina practically overnight, but the truth is, Smallbeck had been planning the relocation from Uptown for nearly a year. So she had time to drop lines sold by some of her new neighbors, and picked up new, lesser known lines like Bella Dahl and Funktional. She continues to support local accessories and fashion lines including Rox Minneapolis by Robyne Robinson, kjurek couture and Amanda Christine.
Drama looks to be a perfect compliment to the 50th boutique scene.
Stay tuned for the next 50th & France development: Lights were on at the former Ann Taylor Loft spot on the corner and while the lease signs are still up, the paper is down from the windows. Meanwhile, Athleta, the Gap Inc. fitness brand, tells me they’re coming to town, but has yet to confirm the exact location. I’ve heard it’s 50th & France. Just doing the math…