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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