Winds of Change in Coventry Village

Managers Sabrina Jetli and Drew Walker, with Owner David Walker outside of Winds of Change.

A young woman walked into Winds of Change recently, eager to find an outfit for a date that night. The boutique’s managers matched her enthusiasm, helping her choose the right dress, accessories and boots.

“She was excited about a special time in her life and we got to be a part of it,” said manager Drew Walker. “Our clients are not just customers, they are people we spend time with and get to know individually.”

A sense of hospitality and love of retail is evident in Coventry Road’s newest boutique. Opened in June, the name Winds of Change (WOC) comes from Mayan philosophy and the study of light and magnetic wind. The boutique’s intimate décor channels Urban Outfitters gone Boho, and fits the eclectic style of the neighborhood. Tie-dyed ribbons dangle from the ceilings, as stacked vintage aluminum cans with the WOC logo and repurposed wood-pallets add earthy tones.

With another store in Chagrin Falls, Walker said the boutique’s second location is not only convenient, but adds to the diversity of its customer base. “[We attract] a younger demographic with students from nearby universities, such as John Carroll and Case Western Reserve, as well as a heavy Beachwood and Shaker clientele,” he said.

Well-known designer labels, such as Free People and J Brand, bring in those who love fashion with an earthy, chic feel. Lesser-known brand names, such as Lauren Moshi, Alternative Apparel and Jeffrey Campbell shoes, attract customers looking for a unique, vintage look. Free People devotees will find pieces by Gypsy, which have a similar laid-back hippy style.

The apparel and accessories appeal to all ages. Manager Sabrina Jetli said customers range in age from 15 to 65.

“What’s great about our items is that they look good on any woman,” she said. “We have a lot of younger and older clients who can wear the same pieces. We just work on accessorizing them differently.”

The average price for a top at WOC is $30, but prices start at around $19. Some items are pricey- the most expensive item is a $500 formal gown- but their versatility makes each one worth the cost.

“All of the [apparel, shoes and accessories] have a way of blending together and working with on another, that’s the beauty of it,” said Walker.

As proof, Walker and Jetli cite the story of the woman shopping for a date outfit. She left with several WOC pieces assembled into a perfect look. Mission accomplished.

"It is exciting to be a part of that,” said Walker. “She’s going to come back and tell us about her date; and we’re part of that, too. It’s about having customers come back and getting them more excited.”

Winds of Change Boutique
1780 Coventry Rd., Cleveland Heights
Mon.-Wed. 11am - 6pm
Thurs.-Sat. 11am - 8pm
Sun. 12pm - 5pm
(216) 371-8883

Jennifer Holton

Jennifer Holton is a writer and managing editor for JCU's The Carroll News.

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Volume 4, Issue 8, Posted 12:14 PM, 08.02.2011