Local Woman's Boutique mor Seeks to Create Lasting Legacy on St. Paul's Grand Avenue
As shoppers flock to local boutiques for Small Business Saturday, a new women's boutique on Grand Avenue in St. Paul is poised to make a name for itself. mor, founded by Sara Holst and her husband Matt, offers a curated selection of clothing, perfume, candles, and accessories that reflect the boutique owner's Scandinavian heritage.
Holst, a mother of two who turned 41 during the COVID-19 pandemic, felt an existential crisis but channeled it into opening a store. The boutique is situated in a historic fourplex building and boasts a minimalist aesthetic with neutral earth tones, warm lighting, and seasonal garland.
The store's inventory features high-quality items from both local and international brands, including Roen, a Los-Angeles-based candlemaker that sources its ingredients from the US or Canada. mor also offers more affordable products like nail polish, body scrubs, and hair care goods from BKIND, which recently stopped shipping to the US due to tariffs.
Sara Holst is determined to create a sustainable business model by focusing on small makers and prioritizing quality over quantity. The boutique's early success has allowed it to make enough money to cover rent for several months, but Holst remains cautious, aiming to build a life-first business that brings joy rather than financial stress.
mor will be open Wednesday through Friday from 11 a.m. to 7 p.m. and Saturday from 10 a.m. to 6 p.m., with holiday sale clothing available at 20% off until December 1. As shoppers seek unique shopping experiences, mor offers a welcoming atmosphere and personalized service that sets it apart from larger retailers.
As shoppers flock to local boutiques for Small Business Saturday, a new women's boutique on Grand Avenue in St. Paul is poised to make a name for itself. mor, founded by Sara Holst and her husband Matt, offers a curated selection of clothing, perfume, candles, and accessories that reflect the boutique owner's Scandinavian heritage.
Holst, a mother of two who turned 41 during the COVID-19 pandemic, felt an existential crisis but channeled it into opening a store. The boutique is situated in a historic fourplex building and boasts a minimalist aesthetic with neutral earth tones, warm lighting, and seasonal garland.
The store's inventory features high-quality items from both local and international brands, including Roen, a Los-Angeles-based candlemaker that sources its ingredients from the US or Canada. mor also offers more affordable products like nail polish, body scrubs, and hair care goods from BKIND, which recently stopped shipping to the US due to tariffs.
Sara Holst is determined to create a sustainable business model by focusing on small makers and prioritizing quality over quantity. The boutique's early success has allowed it to make enough money to cover rent for several months, but Holst remains cautious, aiming to build a life-first business that brings joy rather than financial stress.
mor will be open Wednesday through Friday from 11 a.m. to 7 p.m. and Saturday from 10 a.m. to 6 p.m., with holiday sale clothing available at 20% off until December 1. As shoppers seek unique shopping experiences, mor offers a welcoming atmosphere and personalized service that sets it apart from larger retailers.
mor is low-key the new favorite boutique on Grand Ave 
! I mean, who doesn't love a good ol' fashioned existential crisis 
turned into a candle-making business? 
Sara Holst, you're giving me LIFE! 
The minimalist vibe and earthy tones are right up my alley 
. And don't even get me started on the Roen candles... I mean, who needs a social life when you have artisanal wax? 
Sources please! And what's up with this Roen candlemaker being mentioned as if it's some kind of special snowflake, when their ingredients are sourced from anywhere but Canada? 
And don't even get me started on BKIND stopping shipping to the US because of tariffs... that sounds like a convenient excuse for not doing well in market.
can't wait to check them out when i'm in st paul this weekend 
on Instagram and I'm still smiling about it! Anyway, back to this boutique... I love how Sara Holst prioritized quality over quantity, it's like she's saying, "Hey, we're not going for fast fashion here, we want you to have something that'll last". And 20% off holiday sale clothing? That sounds like a great way to get into the holiday spirit 
! I've been meaning to visit St. Paul's Grand Avenue more often... it's just too far from me 
. I mean i like the minimalist aesthetic and all but its not like its gonna last. Sara Holst is just gonna work herself to death trying to keep up with demand and eventually she'll be sold out or closed down. and what about the prices? mor sounds like a money pit, especially if they start selling those high-end candles from Roen. 20% off holiday sale clothing? thats just gonna draw in tourists and hurt local businesses that dont have the same marketing budget 
. And I love how she's setting the tone for mor by being transparent about their business model - it shows they're not just in this for the money, but because they're passionate about what they do 
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. And I'm stoked to hear that mor will be offering holiday sale clothing at 20% off - it's the perfect excuse for me to treat myself to something special 
! It's like, so cool that they're infusing their Scandinavian heritage into the store's aesthetic - I'm all about embracing our unique cultural vibes 
. And can we talk about how cute the minimalist decor is? Warm lighting and seasonal garland are giving me all the cozy feels 
the fact that Sara Holst is all about supporting local makers and prioritizing quality over quantity is so refreshing 
it's amazing how a small business can make such a big impact on the community