Hazel & Rose, a new women’s boutique, is opening this spring in Northeast Minneapolis.
Owner Emma Olson is planning a 1,600-square-foot store in the Land O’ Nod Mattress Factory, known for tenants Spyhouse Coffee Roasters and 612Brew. She will be showing it off for the first time this week for a Valentine’s Day pop-up shop.
Hazel & Rose specializes in sustainably and ethically produced women’s clothing, accessories and skincare products largely manufactured by independent designers in the United States. Olson hopes the focus will set her apart from other Minneapolis boutiques.
“Once I realized there was this untapped niche in the Twin Cities, I knew I had to go after it,” she told The Journal.
Before venturing on her own, Olson, a Minnesota native, worked in merchandising with a corporate retailer in Minneapolis. After six years of that, she’s now pursuing this “passion project,” named after two of her great grandmothers.
Hazel & Rose will carry several brands from around the country that will be new to Twin Cities shoppers. Olson is also working with several local designers to carry exclusive collections, she said. In addition to clothing, the store will have jewelry, stationery and chocolate, among other items.
Despite the focus on sustainability, Olson said shoppers won’t have to compromise on fashion.
“You can still follow your own personal sense of style by shopping at Hazel & Rose,” she said. “It’s just a better way to shop.”
Olson will give the public a glimpse inside Hazel & Rose Feb. 11-14 with a Valentine’s Day-themed pop-up shop from 11 a.m.-7 p.m. Thursday through Saturday and 11 a.m.-4 p.m. on Sunday. She’ll be offering five brands with various products, from fine jewelry and lingerie to hand-lettered cards and small-batch skincare products.
Olson plans to open Hazel & Rose at 945 Broadway St. NE #220 in Northeast Park on March 18.