Trendsetter: Meet Feminine Fancies Owner Elaine Felag

Elaine Felag stands in her boutique, Feminine Fancies in Barrington. Photograph courtesy of Elaine Felag

What made you want to open a women’s boutique? In high school, I worked in a women’s department store, spending time in the apparel and lingerie departments. It opened my eyes to the real needs of women — especially in those two areas. I saw a gap in the market and felt strongly that I could create something special. When I found the perfect location, I took a leap of faith. That moment turned into a lifelong career — and the rest, as they say, is history.

What do you love about having a store in Barrington?

The East Bay has a charm that’s hard to describe. When I had a devastating fire twenty-six years ago, it was the customers who lifted me up. Their kindness then, and now, reminds me just how blessed I am to be part of such a caring and supportive town.

How would you define your style?

My style is eclectic. I’m inspired by everything — from boho-chic to high-end couture — and I don’t believe in playing it safe. I love mixing textures, trends and eras, and I’m always up for pushing the envelope. I think fashion should be fun, expressive and personal.  

How do you go about sourcing for the shop?

I’ve curated a unique mix of pieces that cater to a wide range of ages, sizes and tastes. I travel to fashion markets and trade shows to handpick pieces, always with my customers in mind. I look for items that feel like a mini fashion getaway — fun, different and always wearable.

You have a lot of fun on social media. Tell us why you love doing it.

I adore using video to connect with people, whether it’s showcasing a new outfit or just being silly behind the scenes. Customers love the energy, and it gives them a sense of what it’s like to be in the store.

Favorite local spots to eat and drink?

For dinner, I love Viola in Barrington. It’s always delicious and has such a great ambiance. For lunch, Blue Kangaroo, and Spaghetti Lane has the best desserts. I start nearly every day at Newport Creamery for breakfast — it’s part of my routine!

Any tips for those wanting to open a boutique?

Running a store is real work. You’re responsible for budgeting, buying, managing inventory, staying on top of trends, dealing with unpredictable weather, taxes, rent, staffing — it’s a full-time job and then some. My biggest advice: Be ready to commit, be prepared to work hard, stay flexible and love what you do. femininefancies.com, @femininefanciesri