Before Alicia Russman became the owner of the Mosaic District’s Undeniable Boutique, the creative director with an instinct for fashion would oftentimes, while traveling, peruse similar stores in search of distinct styles seldom spotted in the Northern Virginia fashion scene.
It was a hobby that soon made apparent the lack of such boutiques in her own community. So Russman decided to fill the void, launching her own boutique brand from the ground up.
Of course, with a background in a different industry, there were obstacles to overcome before getting started, but Russman soon discovered that her professional experience could be an asset.
“I had absolutely no retail experience, but I was a good marketer,” Russman says.
It was an eye for marketing that steered Russman toward the name Undeniable Boutique. This branding, Russman says, reflects her two primary goals: make customers realize there’s no denying the boutique’s fantastic styles and make women feel undeniable when wearing her pieces.
Russman’s clever branding has worked, it would seem, as Undeniable Boutique has become a standout in an area known for its top-notch shopping since its inception in 2011. Undeniable Boutique has also won the Best Women’s Boutique category in Best of NoVA® nine times in the years since Russman opened its doors.
“I’ve worked really hard to find distinct styles that are both comfortable and affordable,” Russman says. “After struggling many years to build the brand, it means so much to me that people appreciate what we offer and continue coming back to shop.”
Products at the store, which range from floral maxi dresses and spunky business attire to comfy flip-flops, eye-catching jewelry, and stylish bags, are sourced from around the globe, Russman says, bringing a welcome dash of international flair to the Virginia fashion scene. While Russman describes her own style as West Coast leaning, with flowy fabrics and bohemian prints, items at Undeniable Boutique are diverse enough that every customer can find something appealing.
“We primarily carry pieces that stand out from the crowd, although I always try to keep staples in the store as well,” Russman says.
Russman describes her store’s quintessential customer — she calls them the “UB Fashionistas” — as one who “loves expressing her individuality through unique, uncommon fashion and being comfortable and confident in what she wears.” That confidence is only boosted by Undeniable Boutique’s personable service. Customers can schedule virtual styling consultations or have stylists accompany them while they shop, which Russman says is a great way to find pieces that will be most flattering.
“Our stylists know our products better than our customers and are able to identify pieces that will look fabulous on them,” she says, adding that the store’s stylists benefit from the sort of experimental flexibility that comes with not being a chain.
As for what’s next for Undeniable Boutique, Russman says she just attended her first in-person market since the pandemic began and picked up seven new clothing lines she’s thrilled to introduce.
UB Fashionistas should be prepared for the new styles coming their way. 2920 District Ave., Ste. 140, Fairfax
What’s in Store
1. Turquoise antique silver necklace, $298
2. Oro leather/Swarovski crystal cuff, $150
3. Waves mock-neck keyhole top, $92
4. Mixed-print wide-leg pants, $125
5. Vegan crocodile crossbody wallet, $35
This story originally ran in our October issue. For more stories like this, subscribe to our monthly magazine.
