Judging by the name, you might think that Head Over Heels is a women’s shoe store. While the boutique does have some fabulous (and super inexpensive) boots, slippers and sandals, the crux of the merch is clothing and accessories… not shoes.
Shop owner Rachele Pfister has quite the eye when it comes to picking out trendy – yet not overly flashy – “boho chic” threads that would make just about any girl happy. To me, the look of the place is Elmwood-meets-Ellicottville with a splash of Allentown.
Head Over Heels also reminds me a bit of the clothing that is found at the super popular Free People – a store at the mall that a lot of my female friends tend to frequent. Robert Redford’s Sundance is another look that comes to mind.
Aside from the apparel, Rachele is also quite gifted when it comes to displays and merchandising. The shop is jam-packed with goods, yet it’s easy to navigate at the same time. Her knack comes partially from her taste, and partially from her experience in the business. She opened her first store in East Aurora eight and a half years ago – a store that is three times the size of the Elmwood location, and features an ancillary Home Decor and interior design business to boot.
You don’t have to look far to find something tempting at Head Over Heels. The boutique stocks graphic tees with silly sayings, Elan ponchos and sweaters, jewelry, bags, warm leggings, stylish gloves, belts and dynamite sunglasses. The business is located at the epicenter of Elmwood, sharing a building with Wasabi Sushi – talk about a one-two punch. It’s nice to see an East Aurora shop owner eye up Elmwood for a second location. The street is certainly going to be busy this holiday season, with people looking for fanciful fashion finds.