We live in a culture of short attention spans. Even shopping is not immune.
That's what Ini Iyamba is counting on with his new concept, Capsule. After closing Ivy and Ivy Men's + Design a year ago, Iyamba is launching a series of limited-edition collections by local accessories and home designers that will be available for a limited number of days: 30, to be exact. The first short-term sale opens Friday at the June boutique (www.juneresale.com) in Minneapolis.
The concept of capsule collections was popularized by mass retailers such as Target and H&M, which offer limited one-time lines with brand-name labels such as Lanvin, Rodarte and Proenza Schouler. (See below for more information on Target's latest.)
Iyamba's Capsule capitalizes on the urgency, but adds uniqueness (most items are one- or two-of-a-kind) and the local angle. "Putting this together has been really exciting for me. I know the local artisans and how good they are," said Iyamba.
He's gathered necklaces by SBG Designs and Stephanie Lake Design, kilim rug handbags by Heidi Comfort, pillows emblazoned with messages and symbols by maverickjune, pillows with Union Jack ribbons by Julie Louris and beauty products from Heaven Scents Soaps. To round out the sale, Iyamba will include Ini's Oils, which were sold at Ivy, plus a selection of fashionable book titles such as photographer Mary McCartney's "From Where I Stand."
Items range from $6 to $110, reflecting a major price break for most of the accessories designers, whose usual lines are $300 and up. "A lot of these designers have higher-end collections, so it's about approaching them to create a special collection that stays true to the integrity of the brands and designers," said Iyamba.
After the merchandise at June is gone (30 days or until it's sold out), Iyamba plans to do another Capsule with accessories and apothecary items on a more regular basis in the fall. He may also open another local boutique. "It's an opportunity to get back into retail, because I love what I do," he said. "It's instinctual."
CAPSULE
What: A store-within-a-store that includes limited-edition items by Stephanie Lake Design, SBG Designs, Heidi Comfort, Julie Louris, maverickjune, Heaven Scent Soaps and Ini's Oils.
