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Tracy Frank, Published May 13 2010

Boutique moves to Broadway

VAVA Boutique has a new Fargo location and a new name.

Owner Sherry Bosh moved her store from 1301 5th St. S. to 12 Broadway and renamed it VAVA on Broadway.

The boutique primarily sells jewelry and clothing Bosh creates.

“I wanted it to be a very unique, one-of-a-kind shopping experience,” she said.

Bosh initially started an online business making jewelry called Cheryl Lee Creations two years ago.

Last June, after encouragement from friends and family, Bosh expanded her jewelry line and opened a boutique.

“A lot of people like to have something in their hand,” Bosh said. “They want to physically see it other than on a website.”

For the past couple of months she has been moving her store downtown. Bosh opened her new VAVA location on May 1.

“There’s just such a buzz downtown. It’s a much better fit for VAVA,” Bosh said. “I think I’ll have much more exposure and people coming in here.”

Mark Weiler, founder of Fargo Downtowner, a group of businesses working together to promote downtown Fargo, said VAVA’s new space is a prime location to link the stores and coffee shops on Main Avenue with the businesses on Broadway.

“It just kind of expands the dynamic collection of boutiques that we already have on Broadway and encourages people to walk from store to store,” Weiler said.

Bosh said she designed the shop so men and women of any age can find something for themselves or a gift for someone else. VAVA on Broadway carries a variety of items.

Her jewelry varies from simple to funky to dressy. Part of the proceeds from many designs benefits various organizations.

Bosh makes swanky aprons for women and men, and is adding an awareness apron for autism.

She adds her own eclectic designs to shirts and sweatpants. She has plans to add lingerie and event dresses to her collection.

VAVA also carries blankets and clothes for babies, and jewelry, blankets and other accessories for pets.

Linda Schatz of Fargo is a VAVA customer and says the items sold there are one-of-a-kind.

“The jewelry is very unique, and the clothing, you’re not going to see that anywhere else,” she said.

Bosh said she feels excited when she creates her pieces, which are often inspired by loved ones or circumstances in life. She is constantly creating new items, she said.

“It’s kind of whatever whim I get for color and design,” Bosh said.

Business profile

VAVA on Broadway


Readers can reach Forum reporter Tracy Frank at (701) 241-5526