When Sara Holst officially opened the doors of Mor Boutique on October 11, she wasn’t launching a long-planned retail venture—she was following what she describes as a sudden, unmistakable pull. Holst, who works full-time in a demanding sales career and juggles parenting a three-year-old with her husband, Matt, says she felt called—spiritually and practically—to create something joyful, sustainable and rooted in community.
The result is a warm, carefully curated clothing and lifestyle shop on Grand Avenue, which has quickly drawn both steady foot traffic and enthusiastic neighborhood support. Even with limited hours—Wednesday through Saturday—Holst says the store has exceeded expectations in its first month.
“We really wanted a life-first business,” Holst said. “The goal was never to burn ourselves out or add more stress. This was meant to be something I’m passionate about, something that feeds me.”
A Sudden Spark
The dramatic origin story of the boutique began in July, when Holst—approaching 38 and navigating several personal and health challenges—found herself in what she describes as a “midlife crisis moment.” She was reevaluating her career, her future, and what she truly wanted her life to look like.
Driving to a work appointment one day, Holst passed a vacant storefront on Grand Avenue and noticed an “Available” sign. Instead of dismissing the thought, she felt a strong, persistent urge to call the number.
“I felt like God was telling me to go back to St. Paul and make that call,” she said. “It was such an unmistakable pull.”
Moments later she was touring the space. Despite having no retail experience and no business plan, Holst said she immediately saw potential. That same day, she returned home and told her husband: “I’m going to sign a commercial lease. I’m going to open a store.”
Matt didn’t blink. “All right,” he told her. “Let’s do it.”
The couple signed the lease in July with an October 1 start date—and opened just two weeks later.
Curated, Small-Batch Brands With a Personal Touch
Holst stocks the boutique with a blend of small-batch clothing, handmade accessories, apothecary items, candles and gifts. Many come from independent makers—some pouring candles in backyard studios, others crafting bags or textiles by hand. Clothing rotates regularly; nothing is reordered, which keeps the selection fresh.
“My target market is really me,” Holst said. “I’ve done a lot of research, and everything points to that—sell what you love. And it’s worked. We’ve had people come in from their 20s to their 70s, and they all find something that resonates.”
Holst sources goods through a mix of brand outreach and wholesale platforms, but local makers remain central to her mission. Within days of posting an invitation to collaborate on Instagram, she had messages from several St. Paul artisans interested in being featured.
“I really want to use this space to uplift local creatives,” she said. “I know the privilege of being able to open a storefront, and I want to share that.”
Building Community One Conversation at a Time
More than anything, Holst wants her boutique to be a place where people feel connected. She and Matt—who helps run the shop and handled much of the build-out—are natural conversationalists. Some customers stay for 45 minutes, chatting. Others stop in simply to browse or warm up.
“In a world that feels more disconnected all the time, having a space where people can come in, talk, feel seen—that matters,” Holst said. “Whether they buy something or not, it’s all so meaningful to me.”
She’s exploring future ideas such as hosting local art exhibitions, featuring handmade clothing lines from friends, or even organizing small outdoor markets in the warmer months.
Growing Slowly—and Intentionally
Holst is realistic about the rhythms of a new boutique. Some days bring 50 customers; others bring $12 in sales. But she stays grounded in her belief that the shop is part of a larger purpose.
“I’ve spent years letting fear guide me,” she said. “But not this time. This is about building something sustainable—not just for business, but for life.”
For now, the boutique continues to welcome neighbors, curious shoppers, and anyone looking to rediscover, as Holst puts it, “the joy of trying it on.”
If you go
Mor Boutique
844 Grand Ave. St. Paul, MN 55105
Weds through Friday, 11 a.m. – 7 p.m., Saturday 10 a.m. – 6 p.m.
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