One of the Landing's distinctive retailers shifted its direction when Subculture temporarily closed and then re-opened Thursday with a new concept and a new name, "Frugal Diva."
Formerly a source for corsets, tutus and fashion jewelry, the new store offers affordable gifts and accessories. The concept is based on providing what business travelers, conventioneers and neighborhood shoppers want. So far it's a hit, said store manager Carolyn Price.
"The Landing sees a lot of visitors who want to take something back home with them and a lot of ladies who work Downtown and want to buy something affordable," she said.
The store is stocked with a selection of necklaces, earrings, bracelets and other accessories for women, children and infants and are selected for value, said Price.
"We want to offer an exceptional price. We're much more affordable than boutiques or department stores," she said.
The corsets have been moved to the Subculture store in Five Points, but Frugal Diva kept a selection of tutus in children's sizes.
"The Subculture vibe is so Five Points, but the Landing is not Five Points," Price said.
She said after just a week, the response from shoppers has been encouraging as the Landing nears its peak summer season of festivals and events.
"We had a great first weekend. It works because you're buying fun and it's affordable. There's a market for people who want to shop, but maybe they don't want to spend $50 for a necklace. We want our customers to be excited about shopping. It feels good to find a bargain," said Price.
Frugal Diva is on the west end of the first floor at the Landing, near Body Shop and the Adrian Pickett Gallery.
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