When Kevin and Isabel Pritchett opened Sanity last fall, the couple envisioned waiting on customers similar to themselves: men and women in their late 20s to early 30s frustrated by the lack of fashion-forward clothing at the local malls.
However, the clientele at the couple’s New York/Los Angeles-inspired boutique in downtown Chagrin Falls has grown to include everyone from teenagers to seniors.
“We’ve had 75-year-old women who still like keeping up on style, and we have high school girls who come in and buy homecoming dresses,” says 26-year-old Kevin, still surprised by the age range he and his wife, also 26, are attracting.
What draws customers to Sanity is a wide range of trendy-but-not-too-trendy separates. About a quarter of the 1,500-square-foot space is devoted to casual contemporary menswear — jeans, button-down shirts, tees and blazers by the likes of Hugo Boss, Theory and Diesel.
“Especially for men, it’s very hard to find the type of clothing that we’re carrying in Cleveland,” Isabel asserts.
The rest of the store is stocked with a mix of clothing, shoes and accessories for women. There’s an impressive selection of hip tops to wear with the William Rast, Citizens of Humanity and Paige Premium Denim jeans hanging on the racks. Options range from a lilac linen racerback tunic by Diesel ($150) to a Libertalia long-sleeved gray tee with a silver- and crystal-studded design ($64).
There are also workday basics such as a Robert Rodriguez black ponte pencil skirt ($289) and a C&C California navy cotton cap-sleeve dress ($102). Colorful dresses by Free People and Tracy Reese ($69 to $440) bridge the gap between day and evening wear. The latter includes everything from a short red-sequined racerback affair by Stella & Jamie ($340) to a classic black halter gown by Tricia Fix ($275).
While most of the merchandise is available online, Isabel hopes the store will bring locals accustomed to shopping on the Internet or out of town back to this charming main street.
“We know the market is here,” she says, “and we know a lot of people would like to support local merchants.”
8 E. Washington St., Chagrin Falls, (440) 893-9279, sanitystyle.com