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Periwinkle Boutique


See who is Popping Up in April!!

by Elizabeth Mason Posted on March 30, '17
Before and Again has been a staple at Periwinkle for years. We are so excited that they are Popping Up in our Pop Up Space for the Month of April !! Just in time for the launch of their NEW NAME "Whimsy Rose".
 They have sent us so many styles and prints, now is your opportunity to shop them all in the store. We know your closet is stocked with thermal tees, come and see how awesome the polo style tee fits. 
You've tried their sleeveless signature dress, now you are able to shop the sleeveless polo and the sleeveless maxi dress.   
Join us this weekend and enjoy 20% off all Whimsy Rose (formerly Before and Again) 

Our New Pop Up Space!!

by Elizabeth Mason Posted on January 15, '17
After 12 years in retail, I am always looking for new designers, new products, and new ways to bring them to our customers. Our new space on Columbus Street has given us the perfect opportunity to feature designers in their own Pop Up Store Space.  Over the Holidays, we redesigned the 3rd room in the store with cabinets and fixtures to highlight our featured designers.
This January, we are so excited to have R.Riveter  take over the Pop Up Space with their awesome collection of handbags. If you have not had a chance to check out all of their gorgeous pieces, you need to come by and see them in person!  Including their Post to Pillar Collection.

A Piece of History and Our Latest Venture!

by Elizabeth Mason Posted on December 06, '16
11 years ago, Periwinkle opened its doors in Alexandria, VA. Since then, we have been dressing the ladies of the DMV in exquisite fashion, opened 3 brick and mortar locations, and launched our sister store The Pink Armoire!  This year, Periwinkle has embarked on another venture, opening in its very own historic townhouse in the heart of Old Town Alexandria. Owning a piece of history has been a dream since we first opened the store and 2016 has brought the dream to reality. The three story building has an incredible story over the 200+ years it has existed and we are so excited that we get to be stewards of this amazing space for a time. Come walk through this beautiful building an get a sense of its grandeur through the years and see how we have made it the perfect spot to showcase Periwinkle and The Pink Armoire's collection of fabulous fashion for women of all ages and for all occasions!!  

Hi Fashionistas!

by periwinkle shop Posted on November 14, '16

I would like to take the time to introduce myself. My name is Kate Connolly and I am very excited to have recently joined the Periwinkle team! I am a native to the DC metro area and attended George Mason University. I interned at Nordstrom during college and took a position with Neiman Marcus/Cusp at their Georgetown location upon graduating college. After eight years at Neiman's I was ready to embark on a new and exciting journey. 

Working at Periwinkle has become a dream come true. I absolutely love it here and enjoy learning the daily operations and ins and outs of running a women's clothing boutique. I've always had a passion for fashion and retail. I love that at Periwinkle we carry a great assortment of everyday fashion. The look is feminine, modern, on trend, with a perfect mix of low to high-end fashion. A woman can dress from head to toe and look like a million bucks without breaking the bank. We carry a unique range of brands, some you may not have seen elsewhere. 

I would describe my style as feminine, fun, and classic. I don't shy away from bold color and prints. In the Summer my wardrobe has every color of the rainbow. In the Fall I gravitate towards neutrals but love adding pops of color for visual interest. 

Here I am wearing the fabulous tweed Rebecca Taylor dress, leopard print clutch, Julie Vos necklace, and maryjanes. 


by Elizabeth Mason Posted on June 15, '16
trends come and go and suddenly come around again.  fashion keeps being reinvented and styles and looks that were popular years ago become new in a fresh way.  I have found that if I loved a trend my first time around with it, then I love it when it is back.  If I didn't embrace it earlier in life then I am less inclined to embrace it this time around.  
Culottes for me are a trend I loved in the 80's and I have loved that they are back.  I find a fitted waist and full leg so flattering on everyone and such a nice change from all the tight skinny jeans I have embraced for years.  
Invest in a classic culotte that you can wear like any great pant or skirt in your wardrobe. 
Here are  some favorites that Periwinkle carries.  The culotte can be dressed up or dressed down, it is reminiscent of the 50's classics of Audrey Hepburn or Grace Kelly.
It is a trend I hope stays around for a long time, but I do appreciate that we live in a time when all styles can be "in" and we can dress to flatter our figures and make us feel great!

summer time..

by Alexander Finestone Posted on May 17, '16
summer time is my favorite time of the year.  warm days filled with sun, working out, and time with friends just makes me happy. pulling out my favorite sundresses, skirts, and tunics is also a summer time pleasure. periwinkle has always stocked my ideal closet and this summer is no exception.  

Grand Opening!!

by Alexander Finestone Posted on March 08, '16
March 2016 marks our official opening at our new location in Old Town Alexandria. 
We are so excited for this new space and thankful for all of our fabulous customers who have shopped with us for 10 years.  
We look forward to seeing you!! 

Our New Home!

by periwinkle shop Posted on February 23, '16


Periwinkle is very excited to announce the opening of our new location in Old Town Alexandria! Over the past year, we have missed our customers on a daily basis and are looking forward to seeing you all again - plus meeting some new faces!

Since closing our Periwinkle Potomac Greens and Periwinkle Shirlington Village locations, we have been on the hunt for our new home. In 2013 Periwinkle celebrated 10 years in Alexandria, so we knew Alexandria would always be “home” and what better place than in the very heart of the city in Old Town.

The new store will be located at 111 South Columbus Street in a historic row house. Customers can expect to find the same great brands and designers that they originally fell in love with at Periwinkle plus some new discoveries. Periwinkle’s sister store, The Pink Armoire will also be housed in the new space - giving customers the option for a lower price point, yet still on trend look.

Our customers are going to love the charm of our new space. The over 200 year old historic home has been completely renovated and we’ve got big plans for the space. There’s tons of room for great events and we are looking for ways to give back to our local charities on a regular basis.

Built in 1798 by a prominent Quaker, it has served 10 owners in one capacity or another, though only half of them actually dwelled there. At one time it was owned by one of the wealthiest men of the 19th century, Benjamin Tasker Dulany. Then a local architect, still remembered after a passage of over one hundred years, enlarged the house to the rear and embellished it with woodwork in excellent taste. He lived there some of the time and at others used it as an office and shop. Well into its second century, a German housewife again increased its size and turned it into a boarding house and restaurant. She and her family owned the house for seventy three years. Restored at great expense in 1976, this eighteenth century house with its handsome facade is set for another one hundred years.

Stay tuned for announcements on our soft opening (coming in February) and our grand opening (slated for March).

In the meantime, join us for our special preview Friday, January 22nd from 1-8 pm and Saturday, January 23rd from 12-4 pm. 


Before and Again Through the Years

by periwinkle shop Posted on August 06, '15

It's pretty obvious that we love everything Before and Again. For the past several years, we styled some of our favorite Before and Again pieces and turned it into an annual photo shoot. We love a good excuse for a fun photo shoot! One theme has remained constant throughout the years - the pictures have always been taken at a beach! Whether Virgin Gorda or the Florida panhandle, there is just something about Before and Again, the sand and the ocean that makes the perfect combination.  

Let's take a look at some of our past photo shoots, some Before and Again styles, and why we love them.

Why is Before and Again one of our go-to brands? And why do our customers own not only one style and print, but typically all of them?!

1. Each piece is timeless. That's right. It doesn't matter the age, Before and Again can be worn by the whole family. Just take a look from our pictures!

2. The items are so versatile, making the collection an easy closet staple. We love dressing up the t-shirts by adding a crisp white collared shirt underneath and a pencil skirt. 

3. The styles are super comfy made with their "Signature" cotton/poly blend with a light burnout texture. This may be the softest tee you will ever wear.

4. It is great for the girl on the go! You can easily put together a look that is both chic and effortless in no time.

5. They are just plain cute! With so many prints to choose from, there is something for everyone! 

      the banded bell sleeve tunic is the perfect piece for all your summer adventures. it is the softest fabric in the world made up of 55% cotton, 45% polyester. 

      Sleeveless Dress
      the sleeveless dress is the softest, most comfortable, and flattering dress you will ever wear! our closets are stocked with these, to wear with leggings and boots when it is cooler and with flip flops or sandals when it is warmer. add a belt or sash, a denim jacket or vest, perfect for the beach and for the grocery store! you will always look put together in one of these dresses.  55% cotton, 45% polyester.  

      3/4 Sleeve Dress
      the 3/4 sleeve dress is one of our favorite transition pieces. Great for springtime and fall. Pair it with a denim jacket or add a scarf for an extra layer. 

      thermal crew
      the thermal crew is our all time favorite tee.  our closets are stocked with these, slightly fitted, long sleeve, waffle thermal, and always a fabulous print to stand out in the crowd. wear them to work with a pencil skirt and a thin belt or add a button down blouse underneath.  wear them with your favorite weekend jeans and make your errand running a fashionable event. wear them under your favorite short sleeve sweater to show a little pop of color and detail.  the options are as limitless as the gorgeous prints themselves!   55% cotton, 45% polyester.  

      Brenda Skirt
      we fell in love with this easy and comfy style a couple of years ago when they were launched.  a light denim jacket and a tank top make this the go to summer look.  92% polyester, 8% spandex. 

      Show us how you wear your before and again by posting a picture on Instagram! You could win a $100 gift certificate to Periwinkle. Make sure you tag @shopperiwinkle and use #periwinklestyle when posting! Contest ends August 31, 2015.

      Style Tips from an Intern: Getting That Staple Piece for Your Wardrobe

      by periwinkle shop Posted on September 02, '14
      Starting my first week of a new internship in a few days, I started to think about what would wear on my first day in the office. Business casual at my age can be hard, because for one, it is expensive and two, you don’t know how much is too much in terms of personal style.
      The way I see it, if you buy a few staple pieces – you can be good to go. The philosophy of Periwinkle has long been Work, Play, and Party. So I got down to thinking what piece in the store could I use for work then to a happy hour and then out at night with my girlfriends?
      The Yoana Baraschi Polka-Dot Skater Skirt.
      Now normally I am not a fan of skirts, with my petite frame I can’t seem to find ones that either fit or look appropriate for my age. But that is not true with this skirt – I would marry this skirt if it was possible. While it is a patterned item, you can combine and style it so many different ways, it is worth the investment. So for all you Periwinkle lovers, here are my three ways to rock this skirt:
      Here I paired the skirt with a printed collar top, our patent leather bowler bag, and new embelisshed loafers for a fun but put together outfit for my job. 
      For a happy hour with friends, I decided to add a pop of color with our oversized clutch from GiGi NYC along with our new blazer in for fall (also available in teal and blush). I also changed out my shoes for our Mary Jane Pumps, in bone and black, adding a dark purple belt for extra flair. 
      A after-work party or a nice birthday dinner with friends in the city? Can't go wrong with this ensemble. Here, I switched out my shoes (I gotta say I love every pair of shoes we have right now) for some strappy and shiny petewer heels, using the same shirt and belt as birthday and adding a flowery clutch for another bit of texture. 
      [all items available at our Potomac Greens location].