There’s no doubt that there’s a resurgence in Cathedral Hill. The historic neighborhood seemed (inexplicably) to be a hidden gem in the Twin Cities, a little secret reserved just for Saint Paulites. Now, thanks to a plethora of hot new restaurants and a slew of chic shops, the secret is out: Cathedral Hill is a destination.
Tucked in a small space on Selby Avenue is one of the main contributors to the neighborhood’s new cool-kid status: Idun. This fashion-forward boutique boasts clothes and accessories that would be at home in the trendiest of East Coast boutiques, but just so happen to be the answer to what the wardrobes of Twin Citizens have been missing: high-quality, modern pieces that are both trend-forward and timeless.
Starting Fresh
Idun’s expertly curated collection is focused on insider-favorite independent designers. The crisp, clean store has missed no detail, thanks to super-stylish owner Dahlia Brue, who planned the store for over two years prior to opening in May 2014.
“I had to do a lot of research before opening the doors, since it was my foray in to the retail world,” says Brue. “I took everything slow. I didn’t want to rush it. I wanted to do it right the first time.”
Which she did with aplomb. While Brue was new to retail before Idun, she was no stranger to the fashion world. Well before the store was even a brainchild, Brue followed independent designers, saving and poring over images of their work before Pinterest was even a thing. It was her love and appreciation for their designs that made her realize that there was a void in the Twin Cities fashion retail market, and thus she began to turn Idun into a reality.
While Idun would fit into any of the Twin Cities’ toniest neighborhoods, for Brue, Cathedral Hill was the only option. “It’s where I’ve built my home,” she explains. “I feel a strong sense of community and history in Saint Paul, so it was really natural for me to focus on building onto that. Selby Avenue in particular felt like the area where Idun should be. It’s understated and simple, but quality and worth the trip.”
The Goods
This refined yet approachable boutique is artfully stocked with unconventional, stylish pieces, from basics to standouts—all representing the antithesis of the cheap-chic/fast-fashion retail trend. “Idun tries to carry a consistent blend of timeless pieces that have a sense of intrigue to them,” explains Brue. “The merchandise is modern, but we know that these pieces are investments and that our customers want to be able to wear them forever.”
Clothes and accessories at Idun are contemporary, almost architectural in design. The northern European minimalist sensibility of the merchandise is readily apparent (Idun, after all, is the name of a Norse goddess); you’re unlikely to find any garish flashes of sequins or wild patterns here. Instead, white-washed walls are adorned with chic garments, mostly in neutral hues, with occasional pops of sumptuous, thoughtful color (our recent visit revealed a to-die-for red Trademark overcoat and statement-making Rachel Comey orange velvet pants).
Basics like shoes, sleepwear, swimwear and handbags appear here, too, each piece a standard-bearer for the store’s ethos of unique design and fine materials—delicate mule wedges and luxe leather backpacks are up-to-the-minute pieces you want to be wearing. And like any au courant boutique, the store also offers a generous assortment of lifestyle products. Think Grown Alchemist skin care (organic and luxurious), CB I Hate Perfume (alcohol-free, wildly innovative, fresh scents) and under-the-radar publications (Monocle, Space, Victory) to inform your reading list.
The list of progressive designers carried at Idun is impressive, and almost all are exclusive within the Twin Cities—but this shop knows that its audience isn’t just the downtown girl. From Kaarem shift dresses to essential Stutterheim raincoats to bestseller Jesse Kamm pants, the racks are filled with eminently wearable pieces. While some of Brue’s in-the-know customers are familiar with their lines, others are open to exploration and advancing their sense of style. “She’s looking forward to developing what she feels great in and establishing that uniform,” says Brue.
Fashion Forward
Idun has been so warmly received in its first two years that Brue launched an online store in November—no easy feat, she assures us. The future looks rosy, but Brue and her team remain focused on what they do best: seeking out new designers, finding quality goods and fostering great relationships with clients.
“I wanted to build a place where women would leave feeling confident about who they were through what they wore,” says Brue. “That thought is really empowering to me.”
Style Tips: Secrets of the Best-Dressed:
Idun owner Dahlia Brue shares her top style tips
- Don’t focus too much on trends; prioritize high-quality basics first. “Make sure that you love and feel great in what you wear,” says Brue. “We should all be willing to take risks with what we wear, but know how much you want to experiment.” Invest first in pieces you will love for the long haul.
- Feel it out. “My biggest piece of advice when shopping for items that you wear everyday is that it makes you feel something positive when you put it on,” says Brue. “You feel powerful, or beautiful, or comfortable, or like ‘you.’ Go for that feeling before you buy anything.” These are the pieces you will keep coming back to.
- Don’t be afraid to try something new; the results will surprise you. Customers may try something on they weren’t sure they’d like, “but they put it on, and suddenly their posture changes,” she explains. That jumpsuit may not look special on the hanger, but it may be a wardrobe game changer.
- Don’t just throw on those boring old jeans or black pants. Interesting pants are one of the biggest trends Brue and her team are seeing—and it’s a trend that’s evergreen. “Designers really focused on making them shine these next few seasons. Interesting colors, cuts and fabrics.” Rachel Comey and Jesse Kamm are two of the store’s highlights.
