FRONTLINE: Shop Talk

Girl Power

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.

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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.

Our Best of the Main Line & Western Suburbs Party is July 25!