The Shopportunist: Vintage Meets Modern in New Fountain Square Shop

Men and women’s clothing with a rock-and-roll vibe is how Sara Baldwin, founder of the alternative clothing brand Lux & Ivy, describes the line of clothing she carries at her newly opened boutique in the Murphy Arts Center. What started as an Etsy shop in 2012 has blossomed into a storefront with Baldwin’s alternative clothing creations in addition to consignments, vintage items, children’s apparel, accessories, and homemade bath items.

Lux and Ivy held its grand opening during the June First Friday in the Murphy Arts Center, but Baldwin is still working out kinks with having regular business hours. As the mother of a one-year-old, Baldwin says the transition from an Etsy shop, to a pop-up shop, to an actual storefront has been difficult. “When you have a baby and a shop, it’s kind of one step forward and two steps back sometimes … but at the same time, everyone (in the Murphy) has been really accommodating,” Baldwin says.

In addition to carrying her own designs, Baldwin says she is one of the only boutiques in the state to carry the alternative clothing brand Lip Service. The boutique also has its own special United State of Indiana line designed specifically for Lux & Ivy. One corner of the boutique is home to a play area for her son, but also includes children’s clothing and a rack of bibs made by Baldwin’s mom for the grand opening.

Baldwin says that as she settles into the store, she’d like to continue providing a community based on music, fashion, and children while supporting sustainable fashion and locally made creations. “I think vintage and consignment is the most sustainable way to dress,” says Baldwin, “and I like providing that service.” 1043 Virginia Ave. Suite 209.