I'll tell you who this store isn't for: Me or the 20-somethings. I'll tell you who this store IS for: My mom.
I don't mean that in a bad way at all. This place is awesome for 40+ women who want to feel sexy and stylin' but are *so* over the body-squeezing, flaw-showing, tight-tight-tight clothes that you so often find when you want sexy and stylin'.
My mom was in need of a serious style makeover--stuck in the mom-and-grandma rut of sweatshirts and wearing-out flannel. We took her to Chico's and the staff was absolutely great. They're more than willing to give style guidance without being pushy OR falsely-flattering.
My mom now has a quintessential Little Black Dress (at age 62, this is her first). She looks fabulous and beautiful in it. (I'm so proud!)
Chico's has fun, flirty and relatively modest (we did find my mom a "church-cleavage" shirt...rawr!) clothing for older women that doesn't veer into matronly. It's more boutique-like, so the selection isn't so overwhelmingly huge that it's impossible to make a decision (this, ehem, might be an issue in our family).
We got mom a gift certificate for her birthday, so I guess another shopping trip will be in order soon. read more