Apricot Lane Omaha


By Jake Thacker, Fashion Correspondent

Apricot Lane Omaha, owned by mother-daughter team Karen and Janeé Hobbs, opened this summer in One Pacific Place and specializes in carrying women’s trendy garments, many of which come from Los Angeles.

Janeé Hobbs, the store’s operator and manager, described her personal style as one that changes every single day.

“To be honest, I’m a mood dresser,” Hobbs said. “So sometimes I want to be classic, sometimes I want to be edgy, sometimes bohemian. I’m very open to styles and trends.”

Hobbs’ ever-changing, day-to-day personal style is directly reflected in her buying and shopping practices for Apricot Lane Omaha. The store, located next to Banana Republic in One Pacific Place, is very inviting and warm and looks as if you’ve entered Hobbs’ personal closet.

On the walls and clothing racks are trends varying from leather to fur accents, to punk and military, to lacy and girly, and so on. Apricot Lane Omaha is not a single-vision store.

The myriad trends cater to the idea that Hobbs’ store does not have a single-vision clientele, either. When speaking of the types of customers that visit Apricot Lane Omaha, Hobbs said, “It’s very diverse … I’ve sold to high school girls, up to women in their 70s.”

With this broad range of shoppers and only having been open just shy of three months, Hobbs said it hasn’t been simple when it comes to deciding on what to carry in the store. She handles this by staying up-to-date on current and upcoming trends.

“I just follow the trends very closely, and I try to find things that are wearable for people so they’re not too over-the-top,” she said. “I’ve noticed some things aren’t going over as well here as they do in other places. For example, the high-low dresses for the summer were huge, but here people weren’t as into them.”

When it comes to buying for the store, she said, “You kind of have to play a little bit and make some mistakes and learn from them.”

As to how Hobbs orders clothes for the store, she equated her buying practices to a 40/60 solution. Forty percent is branded and 60 percent comes from garments sent from a fashion buyer in L.A.’s garment district.

For the branded clothing, Hobbs travels to Las Vegas and Dallas fashion markets to determine what to buy. As for the buyer in L.A., Hobbs purchases from her two to three times a week, which means Apricot Lane Omaha gets new shipments from the garment district daily. The clothes coming from L.A. arrive in limited quantities.

“They usually come in pre-packs, so really we only get six items of each thing: two smalls, two mediums, two larges,” Hobbs said. “And when they’re gone, they’re gone. There’s not really a reordering process from L.A. It’s very one-of-a-kind, straight from the fashion district and very on-trend.”

With roughly six items coming of each style, purchasing from Apricot Lane Omaha makes it rare to have one of those dreaded who-wore-it-better moments.

Fall and winter are right around the corner, and Hobbs expects to see a lot of the following trends: military-inspired pieces; skinny, cropped cargo pants; jewel tones of emerald, burgundy and amethyst; leather and leather accents; and even maxi dresses transitioning to the colder weather (when paired with chunky, oversized sweaters and combat boots).

Apricot Lane Omaha is open Monday through Friday, 10 a.m to 7 p.m.; Saturday, 10 a.m. to 6 p.m.; and Sunday, noon to 5 p.m. To get updates on the store’s new arrivals, follow the boutique on Facebook, Instagram and Pinterest under Apricot Lane Omaha.




Editors Note: University of Nebraska at Omaha student Lindsay Lee modeled garments carried by Apricot Lane Omaha. Each look was styled by Jake Thacker.