BUCKHANNON – It has a new name and a new location, but the latest addition to Main Street in Buckhannon will be familiar to local fashionistas.

Caroline & Co. Boutique is holding a grand opening at its new location — 33 E. Main Street — on Saturday, March 20 from 11 a.m. to 5 p.m.

The boutique, formerly known as Caroline’s Closet, underwent a rebranding and location change just in time for spring. Owner Jennifer Fluke said that after more than five years at their Northridge Plaza location, it was time to make a change.

“Our lease was up, and we decided we were going to do a name change and wanted to change the overall look and feel of the boutique in general,” Fluke said. “The opportunity fell into our lap, as far as this space becoming available, so one door closed and another opened.”

The boutique can now be found on Buckhannon’s historic Main Street, just across from Dairy Queen. The shop will be open Monday, Tuesday, Thursday, Friday from 10 a.m. to 5 p.m.; on Wednesdays from 10 a.m. to 6 p.m.; and on Saturdays from 10 a.m. to 4 p.m.

“We are a unique women’s boutique that carries all the latest styles,” Fluke said. “We bring reasonable prices to a small town, but give you that New York feeling of a boutique that reaches all groups, with something for everybody.”

Offering a broad selection of affordable but trendy clothing that allows women look and feel their best has been one of the boutique’s goals since the beginning.

“That’s been the mission all along,” Fluke said. “A grandmother could come in looking for a gift for her granddaughter, but she might also find something for herself. We want every generation to be able to find something unique and something they love.”

The boutique has expanded their inventory to include gift items and shoes.

“We have candles and home decor, lots of items for dog moms, coffee mugs, jewelry trays,” said Lisa Karickhoff, director of e-commerce and marketing for Caroline & Co. “Shoes is a big one — we’ve never carried shoes before. There’s not really anywhere in town where you can go to buy shoes, so it’s an opportunity to carry that product.”

Fluke noted that Main Street is already home to several wonderful shops to pick up gifts another other unique treats, so the boutique is being mindful of those businesses and seeks to bring something unique to the retail landscape.

“There are some great places on Main Street, so we certainly are trying to make sure we’re not duplicating anything that anybody else would have, because we want to be good neighbors,” Fluke said. “We’re excited about being down here and being a part of this group of businesses.”

For Saturday’s grand opening, Karickhoff said the first 10 customers that come through the door will receive 20 percent off one item, and the first 20 customers will get a free gift with their purchase.

The boutique’s online store has also become quite popular since launching in 2019, and it too will be rebranded under Caroline & Co.

“We are in the process of changing our website over,” Karickhoff said. “That hasn’t changed online yet, but it is coming. We wanted to get our doors open first and get this going, but everything that’s in store will be added online.”

The boutique’s social media names have changed as well — they can be found on Instagram at @carolineandco.wv and on Facebook at Caroline and Co. Boutique.