By Monica Pierce
Elaine Fredriksson has been selling women’s clothing through her online shop, Flor de Sol, since 2017. But on March 1 of this year, her lifelong dream of owning a boutique was fully realized when she opened her storefront on State Street in Eagle.
Fredriksson’s own style is a blend of the rustic outdoors and hard metal, mixed with a dash of glitz and glam. It’s an eclectic style that bears a striking resemblance to that of Eagle itself. Along with exposed piping and a mix of wood decor, Flor de Sol’s centerpiece is a large chandelier: a metal orb with a sparkling center shining from within.
In addition to the store’s distinctive Eagle vibe, Flor de Sol also offers a unique multigenerational shopping experience. Having raised four daughters, Fredriksson says it was always a challenge to shop alongside her daughters, having to split their time between stores for young women and stores with more mature styles. Her vision for Flor de Sol is for it to be a local shopping destination that can be enjoyed by all.
“It warms my heart when I see a group of women come into the store together – maybe a grandma, a mother, and daughters – and they can all find pieces suitable for their own age and style, laugh next door to each other in the dressing rooms, then leave smiling, each having found something special. And to be able to have an experience like that right here in Eagle, I’m glad to offer that to our community,” Fredriksson reflects.
Flor de Sol’s mission is “to represent accomplished, active, classy and trendy women from around the world; to be synonymous with elegance and creativity; to blend traditional with modern.” In order to meet this mission, Fredriksson invests a great deal of energy visiting fashion markets and partnering with designers, ensuring the pieces she selects for her store are one-of-a-kind and also reflect women of every age, body type, and personal style.
The Flor de Sol logo is that of a sunflower girl, who Fredriksson says represents female empowerment. “I want women to feel supported and encouraged. I want to offer them a selection of clothing that is as unique and beautiful as they are.”
The name Flor de Sol comes from a nickname Fredriksson’s father chose for her from the time they spent hunting big game in the Idaho wilderness, when his daughter would often end up hunting for sunflowers.
Unfortunately, shortly after Fredriksson opened Flor de Sol she had to close its rustic and glamorous doors to protect the community from COVID-19. But Fredriksson was determined to keep her new business operating. She continued her online clothing sales and offered curbside pickup for local customers. She also sold stylish facemasks and hand sanitizer which Fredriksson believes actually helped the community learn of her presence since, after reopening in May, she noticed many of those facemask customers coming back to shop for clothing.
During those challenging initial months trying to run her new store among the shelter in place orders, as she was also completing classes for her Executive MBA through Boise State University, Fredriksson was grateful for the outpouring of support she received from the community. As a way of returning that support, Fredriksson joined the City of Eagle’s Business and Workforce Recovery committee. The group consists of nine Eagle business owners who are diligently strategizing along with Mayor Pierce how to safely and effectively reopen Eagle commerce.
Fredriksson acknowledges that people feel a range of readiness when it comes to activities like shopping for clothes again. Some can’t wait to be back in a store, others aren’t sure, and some are very reluctant. This is why Fredriksson and all Eagle business owners are pledging to follow the safety protocols outlined in the Idaho Rebounds Plan.
“We want everyone to feel comfortable getting out into the community again and safety remains our greatest priority,” explains Fredriksson.
So while it might not be time for a larger multigenerational shopping trip just yet, if you’re looking to revive your summer wardrobe along with your mood as you step back out into the community, visit Flor de Sol to find a few unique pieces of Eagle rustic glam.