DECEMBER 14 • 2023 | 41
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absorb under The Peacock 
Room brand as the business 
expands, a project that’s 
set to be completed by 
next spring, Lutz says loyal 
customers of Yama and 
Frida will still be able to find 
their aesthetic at the larger 
Peacock Room boutiques. 
“Yama and Frida were 
spin-off aesthetics that 
I already carried in The 
Peacock Room,” she explains. 
“So, if Yama customers really 
love modern, contemporary 
[clothing], they’ll find that 
folded back into The Peacock 
Room space, just under The 
Peacock Room name.”

THE KEYS TO SUCCESS
At a time of economic 
uncertainty and inflation, 
Lutz isn’t deterred in 

making a bold business 
move like The Peacock 
Room expansion. “I still feel 
confident in Detroit,” she 
says. “I feel confident that 
there’s always a market for 
the remarkable.”
The reason why the brand 
is so successful, she says, 
is because of two reasons: 

its customer service and its 
carefully curated selection 
of clothing, accessories and 
gifts.
“A lot of major department 
stores have invested millions 
into their websites and 
warehouses, but they’re 
pulling a lot of inventory 
back off their floors,” she 

explains. “When you make 
an effort to go into a physical 
store, a lot of stores don’t 
give you as much to choose 
from.”
Meanwhile, The Peacock 
Room aims to do the exact 
opposite.
Lutz, who lives in Detroit’s 
Elmwood Park neighborhood 
and travels the world to 
hand-pick every item sold 
at her boutiques, both big 
and small, doesn’t rely on 
shopping online.
“I think it’s important to 
shop the way your customers 
shop, and that way, when 
they walk into a store, 
you’ve already experienced 
that product and you feel 
confident that they’ll be just 
as delighted by it,” she says.
 

The Peacock Room, Lutz says, has become Detroit’s go-to place for 
dresses.

continued on page 42

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