Where affordability meets fashion: PrimRose Boutique relocates to West Fargo

WEST FARGO — Main Avenue in downtown Fargo has lost another women's clothing store , but PrimRose Boutique owner Indira Kovaci said her decision to move to West Fargo had nothing to do with ongoing road construction.

For Kovaci, it was about showing her hometown some love. The West Fargo native said she specifically wanted to bring fashion to the heart of West Fargo.

"I wanted to bring something to this part of town," she said. "Everybody keeps going south out to Veterans (Boulevard). I feel like everybody is forgetting about the heart of West Fargo."

PrimRose Boutique recently moved into a portion of the former Premiere Video location at 1115 9th St. E. Premiere Video went out of business in late 2016. Kovaci said she would love to see a hair salon or juice bar open in the adjoining space one day.

Riley Bader opened PrimRose Boutique at 616 Main Avenue in July of 2017 . This was the second store for Bader, who was also working as a hair stylist at the time.

Kovaci purchased the boutique from Bader in May of 2018. The Minnesota State University Moorhead graduate said she was looking to put her business management degree to work, and owning and managing a boutique seemed like the logical answer.

Kovaci said she's always loved fashion, especially fashion-forward trends.

"Anything they find here, they probably won't find at any other boutiques," she said. "I like to play with coming trends."

This includes lines from European designers. She recently carried a really popular Spanish line. Once she sold out of it, she picked up a line from Paris. She hopes to continue to incorporate lines from outside the U.S.

But just because the apparel is trendy doesn't mean it's expensive, Kovaci said.

"Our motto is 'Where affordability meets fashion.' I want everyone to be able to dress themselves from head to toe and not break the bank," she said.

In addition to women's clothing sizes small to extra large, PrimRose Boutique sells jewelry, shoes, purses and other gift items from area vendors such as Real Good Bath & Body.

Kovaci was busy setting up the boutique Wednesday morning, July 17, in advance of grand opening festivities planned from 2 to 7 p.m. Thursday, July 18. The event will feature a remote from 98.7 FM and over $500 in door prizes. Kovaci said many of the prizes are from local businesses like Salon DUO, Country Fried Antiques and more. In addition to prizes, everything in the boutique will also be marked down 20%.