Paper + Cloth in Wayzata
Paper + Cloth just may be the most Wayzata of all Wayzata boutiques. And there was already a lot of lake love in the stores of Lake Street. From the striped cabana-style fitting rooms to the lobster print pillows, Paper + Cloth is a store that embraces its sunny nautical-ness.
While the point of view is clear, the new shop is just finding its footing following some major changes. It started when the owner of Watermark stationery, Beth Anderson, went looking for new investors and found a receptive partner in Berit Francis, who, by the by, is the wife of legendary marketing guru Michael Francis, who famously built up Target's cheap-chic image, left to work on the ill-fated J.C. Penney rebranding, and has since has worked with DreamWorks Animation and now, Walmart.
Initially, Berit says she planned to support Watermark from afar, but when another partner dropped out, she saw an opportunity to make it her own. With Anderson's support, they kept the core of Watermark's business and built an entirely new store around it. Enter Paper + Cloth, a boutique offering accoutrements for all aspects of a preppy lifestyle: swimwear, Shoshanna sundresses, fashion jewelry, picture frames, candles, cards, fashion books, and even a Halston blue and white striped ball gown. Unexpected amid the anchor print t-shirts and totes, but totally in keeping with the store's aesthetic. Meanwhile, Watermark's fine papers and custom invitation services are in the back of the store.
Berit says she's learning as she goes. A longtime fashion fan, the mother of four is also a trained nurse, humanitarian and passionate philanthropist—speaking out against sexual violence and raising money for St. Jude's Children's Research Hospital, which treated her youngest daughter's cancerous brain tumor. Suffice it to say, she's been busy, and hasn't worked retail since she was a teenager selling silver in the home department at Dayton's. But she remembers that time fondly, and has remained friends with her Dayton's boss, who is now helping to manage Paper + Cloth. They've already been on buying trips and are excited about fall arrivals.
Of course, I couldn't resist asking if Michael has offered any advice (how could he not?!), but Berit says he's got his hands full over at Walmart. This project is all her, in all her Wayzata waterside glory. It's definitely going to be one to watch. 755 E. Lake St., Wayzata