Shopping in Ames

Disappointed with the community’s lack of boutique-shopping options, Tia Ricklefs set out to design her own line of trendy apparel for men and women. The resulting brand, Ayden Lee, includes styles that range from summery dresses and jeans to formalwear, all speckled with quirky design elements such as asymmetrical straps, metallic accents, and built-in parachutes. Tia’s menswear line features suits and dress shirts in timeless cuts and bold colors. The red-brick storefront encloses racks of color-coordinated fashions alongside black display tables that flaunt ruched handbags and vintage hair accessories.

Self-billed as a "funky little boutique for bellies, babies, and kiddos," Urban Belly's 6th Street retail space teems with fashion and gifts ideal for professional carpet crawlers and working mommies-to-be. Urban's staff lines the shelves with baby gifts such as nursing covers, diaper bags, and towel sets. For moms, the staff curates apparel that includes a lower-priced value-line of clothing. They also adorn hangers with an array of designer brands such as Oilian, Lilac Maternity, and Citizens of Humanity—which devotes a portion of its profits to various charities ranging from youth programs to stuffed-animal witness-protection programs.