Meet The Boutique: Idun of St. Paul

Idun Choose Day

You’d never guess that Idun was Dahlia Brue’s first foray into the world of retail. After all, the Minnesota-based boutique (pronounced Eden and named after the Norse goddess of youth) has quickly become a go-to for fashion-forward-thinking women since it opened up shop in 2014, carrying a curated selection of emerging designers that aim to inspire confidence in the woman that wears the clothes. Dahlia was working as an event planner for a local magazine publishing company before she decided to finally start her own business — always a dream of hers — and worked on the concept for two and a half years before opening Idun’s doors. And, in fact, it is confidence that has carried through from Dahlia to the stock on the boutique’s shelves, as her admiration for under-the-radar designers and the instinct that prompted her to follow her heart has remained imprinted into the shop’s brick and mortar. Here, Dahlia shares with us what made her take the leap, as well as some of her favorite things.

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