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Nestled in the heart of Annapolis—a quaint, historic waterfront town in Maryland where cobblestone streets meet sailboats and timeless charm—stands Lilac Bijoux, a boutique that has been dressing women in effortless style for 20 years.

Inside, the clothing tells the story: vibrant, signature prints alongside wardrobe-building neutrals; airy ruffles and puff sleeves paired with clean, tailored lines; embroidery and delicate details woven between timeless staples. Jewelry is displayed with the same thoughtful touch: delicate gold necklaces strung with coastal-inspired charms and light, dangling earrings that add just the right shimmer. Each piece, from apparel to accessories, reflects a casual chic aesthetic that owner Fern Elliott has carefully curated to help women feel both confident and comfortable in their everyday looks.

From Rio to Main Street 

Fern grew up in Rio de Janeiro, where her creative mother, Leda, ran a clothing business. “My mom took me to work with her right away,” Fern remembers. “Fashion was always part of my everyday life.”

After moving to California and later working as a buyer for White House Black Market, Fern brought her love of fashion and her retail know-how to Annapolis. In 2005, she opened Lilac Bijoux as a small shop of jewelry and accessories. Customers quickly fell in love, and when Fern introduced clothing, the boutique blossomed. By 2010, apparel had become the heart of the store, and by 2014 Lilac Bijoux expanded into its current, larger location—a bright, lively space that reflects its owner’s passion for style and community.

Built on Community

From day one, Fern has believed Lilac Bijoux is about more than clothes: it’s about people.

“The Annapolis community is amazing,” she says. “Customers became friends—I even go out with some of them. It’s like family here.”

That connection has been key to her success. “You can’t just do what you think is right,” Fern reflects. “Your customers will tell you what they want. You have to listen, adapt, and be part of everything happening around you.”

Her boutique has become a place where faces are familiar, greetings are warm, and style is always evolving to meet the needs of the women who walk through the door.

Thoughtful Touches, Inside and Out

Fern’s dedication to detail extends beyond clothing racks and jewelry displays. Presentation is part of the Lilac Bijoux experience.

Each article of clothing and handbag is adorned with a boutique tag, branded earring cards with their shiny studs are nestled in decorative bowls, and when a purchase is complete, it’s placed in a two-color printed white paper shopping bag, finished with coordinating tissue paper.

Those details may look effortless to shoppers, but behind the scenes they’re the result of strong partnerships. Fern credits Mid-Atlantic Packaging with helping her create that consistency. “It’s very personal,” she says. “Don [my sales rep] is always right there when I need him. He reminds me when I’m running low on bags, keeps track of what I’ve ordered—it’s one less thing for me to worry about.”

Lessons Learned

Looking back, Fern has a few guiding principles that have carried her boutique through two decades of success:

• • Know your community. Build relationships beyond the sales counter.
    
  • Stay adaptable. Styles, tastes, and shopping habits change—your boutique should too.
    
  • Keep connection at the heart. From in-store conversations to Instagram DMs, relationships are the best kind of marketing.
    

“I used to run ads in magazines,” Fern recalls. “Now it’s all about that direct connection on Instagram. That’s where I get to talk with customers and really know what they’re looking for.”

Looking Ahead

After 20 years, Lilac Bijoux is more than a boutique—it’s a staple of Annapolis, built on style, community, and confidence.

As Fern puts it: “It’s not just about selling clothes. It’s about the people, the friendships, and the confidence they leave with. That’s what keeps me going.”