Named after the well-known road in London and famous for hosting the world’s largest antiques market, Portobello Road boutique on Welch Avenue offers a vintage feel to Ames’ fashion industry.

Talia Jensen, Iowa State alumna and Portobello Road owner, opened her boutique in August and has since used her background in apparel merchandising and entrepreneurial studies. Her goal: To bring eclectic styles to the Ames community.

“While I was here, I really saw a need for a more creative outlet,” Jensen said. “I felt kind of restricted while I was here and there wasn’t much at the mall.”

Portobello Road sells clothing, gifts and home décor that come from all over the United Sates; Jensen buys merchandise in cities like New York, Los Angeles, Dallas and Atlanta.

Lindsay Bordwell, a recent apparel, merchandising, and design graduate, said she has accompanied Jensen on a buying trip to New York.

“We looked for fashion-forward clothing at an affordable price,” Bordwell said. “We knew Ames lacks trendy clothing spots to shop so that was our main goal—to get unique fashion in the boutique so consumers had somewhere to purchase these things.”

Jensen said offering styles suited for men and women at the boutique brings more fashion-forward trends to Ames.

“I feel like sometimes fast-fashion is fading,” Jensen said. “People want to buy four key pieces a season and those are key pieces that you keep and wear all year long, instead of spending ten dollars on something and then throwing it away.”

Bordwell said Portobello Road offers merchandise for a wide target market.

“Whether you are male or female, young or old, the wide range of clothing can really attract a diverse range of consumers,” Bordwell said.

Portobello Road’s price point is also broad.

“I have a ton of jewelry that I keep at $9.99 and jewelry is a fun way to really change your look or take your outfit from day to night,” Jensen said. “So there’s jewelry from $9.99 to $90; you can treat yourself and save up for that one piece that you’ll just love and keep forever or you can come in on a whim and just feel like buying something.”

Jensen said she loves her location on Welch Avenue, which provides accessibility to students on campus.

“It’s fun to hang out, you can choose your own music to shop to or you can hang out on the couch,” Jensen said. “I really like it as a way to escape your normal Ames and try something different.”