As manager of a fur salon for more than 20 years, Ann Hurth built a loyal clientele based on her experience, customer service, and eye for style and quality. Ready for a change, she left that position nearly two years ago, unsure of what to do next. Then her phone started ringing.
“I got calls from dozens of former clients, asking for advice about fur or how to find a style that wasn’t available in St. Louis,” Hurth says. When the calls kept coming, she realized no one else was filling the niche she’d vacated. So, joined by former colleague and fur buyer Georgene Frazier, Hurth started a business out of her home. Last fall, she held a trunk show at GiddyUp Jane in Ladue. “The response was so great and the demand so high, we knew we were on to something,” Hurth says.
To meet that demand and better serve customers, Hurth recently opened The Fur Boutique inside GiddyUp Jane. “We wanted a brick-and-mortar location before the holiday shopping season started,” she says. “We also wanted to offer clients a place where their furs can be cleaned, stored, repaired and restyled by a top furrier.”
The boutique features the latest trends as well as classic looks. “Our selection is unrivaled in style and quality, and that’s what sets us apart from the competition,” Hurth says. These aren’t the heavy brown coats your grandmother used to wear for special occasions only, she adds. “Today’s furs are lightweight and versatile, taking you from a football game to a night on the town with ease. They’re elegant, but with a contemporary twist.”
Vividly colored fur is still going strong, Hurth says. “Deep ruby, burgundy, emerald green and sapphire are in demand, as are bold prints and patterns.” Also trending is a playful mix of textures and trims, such as sheared fur paired with fuller pelts. Fur vests add panache to everything from jeans to work-appropriate tailored skirts. Jackets with sporty details, including motorcycle jackets, are popular, as are short capes with sable and chinchilla trim, reversible belted coats, and trench coats lined with sheared mink. “And luxurious fur blankets in sheared beaver and mink are a hot holiday gift item, especially with the increasing trend toward year-round outdoor rooms,” she notes. “They’re one-size-fits-all, and they’re reasonably priced.”
Starting a new business is always a risk, Hurth admits. “But Georgene and I have built so many wonderful relationships over the years. Reputation is everything in this town. People trust us, and they respect our premier approach to fur, fashion and quality.” When clients spend good money on merchandise, they want more than the latest glamorous styles, she adds. “They want craftsmanship, they want something that lasts. I refuse to carry anything I can’t stand behind 100 percent. I can’t think of a better town to do business in than St. Louis, or a more exciting way to start the new year.”
[The Fur Boutique, located inside GiddyUp Jane at 9670 Clayton Road in Ladue, features the latest trends as well as classic looks. For more information, call 314.401.0317 or 314.453.4966.]
Photo by Bill Barrett
Pictured: Georgene Frazier & Ann Hurth of The Fur Boutique
