Austin Way Magazine - GreenGale Publishing - There is a place beyond the crowds, beyond the ropes, where dreams are realized and success is celebrated. You are invited.
Issue link: http://digital.greengale.com/i/692367
PhotograPhy by amy V. CooPer (Changing area); Chelsea FranCis (skull sweater) a prime location for foot traffic. A lot of her regulars live in Travis Heights and Bouldin Creek (her store straddles both 'hoods), and she gets a stream of tourists from the neighboring boutique hotels. She actually started building her customer base six months before the building opened in January—weather had delayed construction, and with inventory to sell, Yanoff opened a pop-up shop at the church directly behind her new space. "The pop-up allowed me to work out the kinks, those mistakes you make in the beginning," she recalls. Although located in the SoCo hustle, the light-filled, elegantly appointed Cove was designed to feel like a relaxing retreat. "People always say 'I feel like I'm on a vacation' when they come in, which is what I wanted," says Yanoff, who cites travel as a primary source of inspiration and avoids anything too austere to encourage a welcoming vibe. That philosophy also applies to the brands she carries, including Rebecca Taylor, Cynthia Vincent, Zimmermann, Antik Batik, and Tularosa: "The aesthetic is a little boho but very wearable. It's what Austin women wear on a daily basis." Yanoff envisions building out the second floor, adding more gifts, and opening a café—making the Cove experience a destination like Dallas's Forty Five Ten. SoCo seems ready for it, she adds. "Once I saw the opportu- nity of this location, everything opened up." 1318 S. Congress Ave., 737-484-0267; coveclothing.com . "PeoPle always say 'I feel lIke I'm on a vacatIon' when they come In." —rebecca yanoff clockwise from top left: Cove's dressing rooms; among the boutique's lines is MISA Los Angeles, which features loose-fitting pieces in cool fabrics perfect for hot Austin summers; Yanoff expects to add more curated gifts to her inventory this year; beach photos adorn the walls over the racks. 66 AUSTINWAY.com Style arbiter of taste