Thanks to a few new boutiques, the retail-dense intersection of 50th and France in Edina has strengthened its position as the best non-mall browsing destination in the Twin Cities.

DRAMA

What: A stylish women's boutique that keeps prices down and quality up.

Who: Owners Courtney Smallbeck and Brynn Idelkope.

The scoop: Drama started in downtown Minneapolis, moved to Uptown and has now settled in Edina. Smallbeck said they've "tweaked" the selection with each move, keeping items "on-trend with a classic twist" for an average of $60 to $125. "We cater to women who are sophisticated, feminine and sexy," she said. That translates into silky tops from Greylin, separates from Bella Dahl and Ladakh plus local lines such as Kjurek Couture, Rox Minneapolis, Camba Jewelry and m.bridget designs.

For fall: Navy and browns, drapey fabrics, dolman sleeves and jeggings.

Shop: 4946 France Av. S., Mpls., www.shopatdrama.com.

PAPERISTA

What: Stationery, greeting cards, desk accessories and paper goods, all inspired by fashion.

Who: Antoinette Ramos, a former development director for a nonprofit in New York, Los Angeles and San Francisco.

The scoop: "We're very much paper fashion," she said. "We try to look at runways for inspiration of color, pattern and design style." The brand is well known for letterpress invitations embellished with a fabric flower that might play off the bride's dress or groom's tie or a favorite shirt. In addition to products by Wren Press, Kate Spade, Crane and Company and Haute Papier, Paperista is developing a signature line of paper goods for entertaining. They also offer event styling services.

For fall: Gold foil printing. "It's pretty and stately," said Ramos.

Shop: 5023 France Av. S., Mpls., 612-886-3470, www.paperista.com.

ROOM NO. 3

What: A carefully edited selection of lingerie and loungewear, embodying sophisticated and sexy.

Who: Beth Griesgraber and Jessica Strong, who met and became best friends while working at Hot Mama.

The scoop: The idea behind the name is to capture the feeling you have on vacation, when you're "checking into a beach getaway or snow chalet and you open the door on that room," said Griesgraber. The goal of the boutique is to "unlock your inner fox." Everything from T-shirt bras to nighties are pretty and sexy, not just functional. They've stocked up on lace camisole sets from Eberjey and Only Hearts, bras from Mary Green and rompers and flowy pants from Beautiful Bottoms.

For fall: Rich purples and teals plus new lines such as Stella McCartney and Skin.

Shop: 4948 France Av. S., Edina, 952-746-3003, www.roomno3.com.

PICK OF THE WEEK

Maybelline New York's Great Lash Limited Edition mascaras

$6.99 each, available at Target.com now and at Target stores on Sunday.

Turning 40 is a big deal, even for makeup. To celebrate the 40th anniversary of Great Lash, Maybelline has introduced a special limited-edition collection of the popular mascara. The iconic pink and green tube has been decorated by designers Tracy Reese, Max Azria and Vivienne Tam. Such collaborations date back to the brand's roots: In 1971, then up-and-coming designer Lilly Pulitzer inspired the original preppy-hued look.

THURSDAY

Fashion Avenue 2's jewelry event: The annual event has grown to showcase the jewelry and accessories by Nancy Golden of Goldenwear, Linda Noddle of Bada Bling, Sara Goldfine of SBG Designs and Debra Rakietan of China Cat Creations.

4 to 7 p.m., 810 E. Lake St., Wayzata, 952-224-7014.

b&lu sample sale: The plus-size fashion retailer will hold the annual event in its new storefront. For cash only, you'll find items for $5 and $10 in sizes 1X to 5X. In conjunction with Crazy Daze, neighboring Lillian's of Hopkins and Corset Boutique will also have special sales.

5 to 9 p.m., 1007 Mainstreet in Hopkins, www.bandlu.com.

FRIDAY

Antiques at the Pharmacy's anniversary: The antiques and collectibles shop will offer discounts, games and cake to celebrate its fifth anniversary. Look for vintage costume jewelry and sterling and accessories by Coach, Dooney and Bourke and Kate Spade.

Through Mon., 2551 7th Av. E., North St. Paul, 651-748-0073.

Sara Glassman • 612-673-7177 sglassman@startribune.com Follow Glassman on Twitter: @sararglassman