Usually colder weather calls for faux fur, edgy leather and cute boots— but this year Lure is sporting a slightly different look, and it is definitely working.

“Aztec and tribal patterns have been very hot this year,” said Hillary Ashe, co-owner of the trendy downtown boutique. “We love our wax skinny jeans and crinkle jeggings. Color block has also been popular in dresses and tops.”  

Mother-daughter duo Wendy and Hillary Ashe opened their first clothing store 13 years ago in the small seaside village of Rockport, Mass. When Hillary attended Coastal Carolina University, her family decided to vacation in Wilmington fell in love with the area.

“The people and shop owners here were all so friendly— we found this location, loved it, and decided to open up shop,” Hillary said. “We moved in mid-April and were open around the first of June [2011].” 

Lure’s products are carefully hand-picked by Wendy and Hillary to ensure clients are getting an eclectic, yet authentic style of clothing.

 “We attend apparel shows all over the country, where hundreds of vendors showcase their apparel lines,” Hillary said. “It’s a lot to choose from, so we keep the quality of the sewing, the materials used, the accuracy of the sizing, length, cut, color and overall style of the piece of clothing in mind.”

They follow the same thorough process for all accessories in the store, including jewelry, shoes, boots, scarves and purses. 

Shopping at Lure is like having a personal stylist— and the cool thing about it is that a variety of the items offered are from various countries around the world. So say goodbye to shipping fees and outrageous prices, and say hello Italian leather and Parisian dresses.

“Our products literally come from all over the world,” Hillary said. “We have some clothing and shoes that are made in the U.S., some purses that are handmade in Nepal, and we carry one handmade dress line from a designer out of Paris.”

Lure receives weekly shipments, so there is always something new to shop for in the store.

“Since we are now entering into the fall season, we have completely restocked the store,” said Tia McNair, Lure employee and UNC Wilmington student. 

This fall Lure is selling formal gowns, which, according to Hillary, are simplistic, but absolutely beautiful. Low backs, off-the-shoulder sleeves and classic colors like bold red, navy blue and black are featured on the mannequins sporadically placed throughout the store.

Store racks are also packed with fall jackets ranging from black and brown leather to grey satin to edgy rain jackets.

Color is important to each season, but black is a color that is always in style.

“One thing you can take away from our new stock is ‘black is back,’” McNair said.

“Black has been the most requested fall color for us,” Hillary said. “Ladies are doing black dresses or outfits and pairing it with a pop of color like a bold red or a jungle green.”

Although Lure does not have an official website, they do have a Facebook page. Product purchases can be done on the phone, and the orders will be shipped the very next day.