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Style File

Ray Dennison | November 2, 2016 | Feature Features

For Cindy Reich, owner of West Alabama boutique Whim, the test of time only refines one's wardrobe.
ON A WHIM Cindy Reich returns to the H-Town fashion scene with her boutique, Whim.

Cindy Reich’s new Whim may be the freshest boutique in town, but it’s not the style maven’s first rodeo. That was actually in 1999, when she opened Wink. It was her first foray into the small-business world, and when her partner backed out at the last minute, she was left to launch it single-handedly. “I took a Xanax, got on a plane and went to New York,” she remembers of her first buying trip. Luckily, with some very loyal clients and a few strategic designer relationships, the boutique quickly became one of Houston’s hippest.

Now, after a few years off to focus on family—her youngest daughter, Lilly, is off at Yale University doing research—she’s back. Her eye remains keen, but she admits that returning to the market has its challenges. “You have to prove yourself all over again,” she says. “And now, everything is electronic.”

The thread between the old and new boutiques is strong, but Reich says she’s moved away from the supertrendy and toward the classic, appealing to women in their 30s and up. Discoveries include Jason Wu’s Grey collection and Jenni Kayne of California. “We still have new and contemporary lines, but they’re timeless.” 3637 W. Alabama, Ste. 160, 713.714.6776,

Samples at Central Market, morning runs, other people’s dogs at Starbucks

Unnatural hair color unless you’re a rock star, too many tattoos, losing your sense of humor


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