A new boutique women’s clothing store is setting up residence at 113 W. 11th in the Chestnut Street District of downtown Hays. Lilly and Marie offers classic and comfortable yet youthful, fun and unique styles.

Owner Carol Rome, who is no stranger to retail or the fashion industry, saw a need for apparel that isn’t targeted to a specific age group. Rome sees fashion as exciting and defining.

“Trends come and go, but style—that is timeless. Any age, shape or size of woman can have style,” said Rome.

Rome, who has worked for several years in women’s fashion, finds it rewarding to have customers come to her, share what is happening in their lives and their thoughts on what they’re wanting to project. Then, the fun starts with pulling outfits, colors, accessories, footwear and the multiple ways to style an outfit.

Rome knows her customers are smart, savvy shoppers that have busy schedules, and she wants to give them an experience to enjoy. She also takes appointments to help customers find just the right fit for their personal style. Shoppers of L&M are encouraged to go through their own closets first if they’re shopping for a special event or just to freshen up their wardrobe.

“Is there a skirt that you love, is this the event you could wear those shoes that have almost been forgotten, is there a statement necklace that you want to incorporate and is this event for work, family or friends? Bring the pieces you may like with you to the store, and we can build an outfit from there. We may find something that complements pieces well, or you may decide to take a different direction and purchase something new,” said Rome.

Rome wanted to find a home downtown stating, “Chestnut Street District is the hub for the Hays shopper. Customers want to enjoy the experience. Chestnut Street District offers an array of stores, restaurants, salons, and more with a beautiful atmosphere, and a caring and personalized shopping experience. I wanted to be a part of that.”

L&M has targeted FrostFest weekend to make its debut. Opening is slated for Friday, Dec. 4 at 4 p.m, then L&M will begin regular business hours of Saturday 10 a.m. to 5 p.m. and Monday-Friday 10 a.m. to 5:30 p.m. Like several stores in the Chestnut Street District, L& M will also be open on Sundays through December 1 to 5 p.m.

For more information, visit www.lillyandmarie.com.