Dream Comes True for Avenue Fashions Owner

may be relatively new to the Deerfield merchant community, but the owner of has been in the apparel business all her life. It has been a family endeavor for over 60 years. 

When she opened her Deerfield location on May 1, 2011, it was the culmination of what she hoped to achieve in the retail business. Recently, she took time to answer five questions for Patch. 

What led you to open Avenue Fashions in Deerfield? I like the mall and Deerfield is in between Highland Park, Lake Forest, Northbrook, Riverwoods, Glenview and Glencoe. 

Why is Deerfield a good community for the Avenue Fashions? The people in Deerfield helped me reenergize myself. These are very nice people. This is a location where people are going places. They have an energy for living. There are a lot of very, very nice people. 

Why is Deerfield your dream store? Every merchant has a dream of how they want to see a store. We begin with simple understated elegance. We have a lot of light colors; whites, beige, off whites. You start in the front with causal. You keep going back until you get to the elegant gowns. 

How would you describe your relationship with your customers? You do right by people and treat them fair. We want them to feel like a queen when they buy a gown. We want them to feel elegant. 

What do you like most and least about operating in Deerfield Square? The best moment was our grand opening on May 1, 2011. I was able to open my dream store. I like seeing all the new people. 

I would like to see the other store owners (in Deerfield Square) more involved. We could be a real community (of merchants).

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