Amusement at Amusé

There are some stores you can just walk by and others that cause you to stop and look (or shield your eyes.) Guess which category Amusé falls into? If you’ve ever passed by it, the blinding light and whiteness of the store has likely made you pause to try to take in all that glitters within.

I happen to quite like Amusé. Since the latest wave of store closings, the mall has been besieged by accessory stores (Accessorize, Euro Boutique, Temptation...) that look at best overwhelming and at worst horrifyingly cluttered and tacky with rhinestones. Don’t get me wrong, I have nothing against rhinestones; but the way Amusé presents itself is a step above some of the others. 

First, because I suspect some of those others are merely temporary, they seemingly haven’t bothered to decorate much besides the collective glare of their merchandise. Amusé’s shock of gleaming white commands attention and provides an un-distracting backdrop for their wares. The store is set up simply, with enough space to move that you don’t feel like the proverbial bull in the china shop. 

The staff at Amusé is also a fine example. The young girls who work there greet every customer on entering and even manage to seem sincere (a task, I’ve learned from experience, that is harder than it sounds). The small size of the store allows them to offer help to all, and you’ll never have to go searching for someone to ask a question. 

Getting to the goods, Amusé deals in things that young girls’ hearts flutter at: jewelry, hair accessories, makeup, purses. Shopping here feels a bit like playing dress-up, but with your own credit card. A lot of the items are over-the-top, unless you happen to be going to prom, for which I feel this store is perfect. But be forewarned, those willing to look beyond a cursory glance can find plenty of cute little things that don’t drip glitter. I’m also particularly enamored of the fun colored eyeliners and nail polish this store carries. The prices, accordingly with their demographic, are cheap enough for single-wear pieces (prom) or the young, broke shopper with style.

Amusé is a classic case of judging a book by its cover: you can’t always be certain what’s inside. But then again, it doesn’t hurt if the cover sparkles.