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Girl Power

Main Line shoppers know that Wayne’s Inside & Outside is the go-to place for the perfect gift. Now owner Carrie McNamara is hoping to win over the “tween” shopper with her new in-store boutique, Rosebud. McNamara was inspired by her 11-year-old daughter, Rosie (nicknamed Rosebud since birth), to paint the back of her store bubblegum pink, filling it with accessories bound to appeal to girls 10-15. “I was frustrated that I couldn’t find the right place to shop for Rosie,” says McNamara. “Everything was either too old or too young.”

And she knew other parents who were also having a hard time. “A lot of kids walk around Wayne with their friends, and there’s nowhere for them to go to spend money on themselves,” says McNamara.

Current inventory includes chunky necklaces with matching earrings ($8); grosgrain bracelets ($6); wide headbands in patterns from polka dot to madras ($12-$16); plaid flannel boxer shorts ($15) and pajama pants ($32); embellished flip-flops ($30); and nylon purses ($22). Many items can be monogrammed.

At the store’s launch in mid-May, McNamara invited more than 200 girls to a private shopping reception. Offering pink lemonade in mini-martini glasses, McNamara and her staff polled shoppers on what they’d like to see more of. The answer? Jewelry. Spoken like true young ladies.

164 E. Lancaster Ave., Wayne; (610) 971-1070, shopinside-outside.com.

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