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Industry Icons: Tim & Kelli Lovejoy-Dailey

October 19, 2009

102_0291Industry Icons: Tim & Kelli Lovejoy-Dailey
Store Owners, UP

UP is the type of store where you can’t help but spend time looking around. Step in to the store’s brightly lit and colorful environment to find clothes attractively displayed in each direction. My first thought? How fun!

I chatted for a bit with owner Tim (pictured at left) on my visit to the shop. And I have to say, I’ve never met such a charismatic and passionate store owner.

“Our typical customer is youthful at heart,” he explained. “She knows fashion and wants to look good. We try to carry items that aren’t carried at chain stores, and we may have the same long-sleeved top as Urban Outfitters, but we carry hues like teal, plum, and mustard instead of their options.” He added that UP’s merchandise mix is a blend of both wardrobe staples and trendy pieces.

As you might guess, I didn’t leave empty handed! Layering is a great way to stretch a wardrobe, so I purchased two long-sleeved Tresiscs tops (deep plum and navy) for $25. They’re perfect for transitioning into fall.

I also had an opportunity to sit down with store manager and in-store fashion guru Leslie Heindl for a quick Q&A.

UP carries a great selection of Halloween costumes for young women. What makes your selection unique from others in our area?
Leslie: Our Halloween costumes are great because they already come packaged with all the accessories for a complete outfit. No need to spend extra on accessories! I also only buy three of each costume so not everyone on the street has the same one.

We’ve heard BB Dakota is currently your favorite designer in the store. Tell us why.
Leslie: BB Dakota is a line that is both fashion-forward line and extremely affordable—perfect for those who want to keep up with the trends without blowing their budget. Each piece is versatile and can be worn several different ways. In addition, the quality is excellent! I’m really looking forward to future deliveries!

So let me ask you for a little styling advice. The furry hooded vest is a hot trend this season, but how does one wear it?
Leslie: This is a great question! The trick is to not overdo it and wind up looking like cave-girl! The faux-fur trend, especially in vest form, is being seen everywhere right now and is a great fall transitional item. For a day look, keep the rest simple. Pair with straight leg or skinny jeans and a long-sleeved fitted T. Add riding or knee-high boots for a more chic look. For night, two great looks come to mind. With a belted dress and knee-high/over-the-knee boots, or a silky long-sleeved blouse (in a solid color) with layered necklaces, skinny jeans and over-the-knee boots.

Chelsea’s top picks at UP:

1. BB Dakota “Furry Hooded Vest”, $120


2. Spitfire Neon Sunglasses, $38


UP | 619 State St., Madison; (608) 256-7777 or

Chelsea is a fashion intern at BRAVA, and can be reached at

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