Drama Ensues at 50th & France

Just when you think you’ve had enough drama for the day, a boutique by the same name moves in and makes you want more.

Drama, a clothing boutique for women, recently relocated from Uptown to downtown Edina. France Avenue is a fabulous fit for the dainty duo that co-owns the store. Co-owner Courtney Smallbeck is thrilled by the fabulous fashionista foot traffic the store is experiencing already.

"There's a wonderful energy at 50th & France," Smallbeck said. "So many beautiful boutiques, and we’re happy they’re now our neighbors."

"Uptown is more about drinks and dinner and maybe that cute dress in the window," business partner Brynn Idelkope elaborated. "This area is about more serious shopping, a shopping destination."

Smallbeck interjects with a smile,"We love to shop."

The women shop both coasts to discover beautiful and unique lines to bring back to their customers. They seek out and offer up “interesting” pieces that will take an outfit to the next level.

"We love a cardigan, but we want a little more," explained Smallbeck, as she held up an example by Three Stones. "Nothing over the top, or too crazy, not super trendy. It’s more about the details and the little extra touch."

The Three Stones, Canadian-made cardigan/jacket has an interesting silk insert at back and nice button detail on the sleeve.     

"Also, the lapel on that Three Stones cardigan has a nice flutter to it," Smallbeck added, as she pulled more examples of what her store does best. "We like to add things to outfits. Like this vest—it’s excellent for throwing on over a plain t-shirt, or whatever."

Offering unique apparel, purses, scarves and belts, the dedicated "drama queens" carefully hand-select their merchandise for style, fabric and quality. Idelkope says that's her favorite part of the job.

"The customers here seem to understand what were trying to do,” Smallbeck paused. "How we’re trying to find lines that provide a certain quality, but still keep it at a certain price point.”

Among the many beautiful, yet affordable pieces of apparel on display, Drama also offers affordable accessories. The women work with seven local jewelry designers. Among the most popular, Rox by Robyne Robinson, M. Bridget Designs and CAMBA by Kristin Krull.

According to Smallbeck, Idelkope streamlines the jewelry offerings.

"Brynn picks out pieces from their collections that will work best with our collection," Smallbeck said. She noted that her partner is very good at selecting things that add a little twist and make outfits "more distinctive."

"More dramatic," Idelkope chimed in.

The 50th & France newcomer will also be hosting an in-store event this weekend, with five of the boutique's hottest designers bringing in additional product for the holidays. The event coincides with the shopping district's Holiday Stroll event, which means carolers will fill the air with song throughout the day. The festivities run from 11 a.m. to 4 p.m. on Saturday, Dec. 10.