Beauty at the Boutique

Owner Emma Starr models a look from her boutique Luna. EMMA STARR / COURTESY PHOTOS

Word of mouth is priceless for one of Key West’s newest boutiques, Luna.

On one particularly busy wedding weekend, word of the store got back to visiting guests looking to bring a bit of tropical fashion, in place of traditional souvenirs, back to places like Washington, D.C. and Virginia.

The chatter is so intense that shop owner and artist Emma Starr now meticulously maintains a roster of who bought what when regulars return to purchase for other regulars.

From jewelry and bags to clothes and hats, the timelessness of the merchandise certainly helps.

“I enjoy discovering pieces for the store that you can have for many years without the fear of them going ‘out’ of fashion. I always hope there is a style to suit anyone that visits Luna,” says Starr.

Starr, a photographer, wanted a store that emphasized thoughtful designs, sustainability, and quality. The result is a modern space that exudes color and a host of internationally sourced names and brands, many of which reinvest revenue into local communities and ethical production standards.

The Jeanne Dress is a popular item at the Key West boutique.

Key West Insider Guide and author Margit Bisztray, who is closely familiar with many of the island’s top retailers, considers Luna in the same echelon as other high-end boutiques like Vignette and Besame Mucho.

“What’s special about Emma and Luna is that the store isn’t only about beautiful things; it’s about relationships with people who make those things,” Bisztray explains. “Emma tells stories about everything she sells: who made it, where and how they work, what they’re like. It adds depth and soul to the experience. You get that there are people behind a piece of clothing, or jewelry, or art.”

One designer Starrr features is Olivia Dar. Her dazzling earrings are like colorful mini sculptures made of micro beads and sequins. Assembled in New Delhi, the earrings are light as a feather for this collection titled “Birds.” They have a tropical aesthetic and lend themselves to Starr’s own wisdom of pairing big earrings with casual outfits. “Life’s short,” she says. Wear something glamorous to the supermarket.”

KARDO brand clothing is created by designer Rikki Kher.

Olivia Dar’s husband, Rikki Kher, is the designer behind KARDO. These block-printed menswear pieces are handmade in India, with deep palettes, hand embroidery, sleek illustrations, and patchwork detailing. Tucked inside each shirt or pair of shorts is the team member’s name who manufactured the item. The signature red stitch in alternating buttons is another touch of artistry in these breezy and lightweight looks. The fabrics are well suited to hot temperatures, focusing on linens and khadi, a hand-woven material consisting of natural fibers.

Starr carries the centuries-old eyewear brand American Optical. “Good quality eye protection is vital for long-term eye health, especially when living in areas where being in the sunny outdoors is a daily pastime. The sunlight can be harsh on the peepers,” she says

Hand-crafted earrings by artist and designer Olivia Dar.

Lovers of silly paper things and stationary collectors should take notice of the pocket-sized eclectic cards. The matchbox like notecards, some stamped with expressions like “no cooking, no life” and animal motifs, are a fun option.

The best-sellers at the boutique include dresses with unique patterns, block prints, embroidery, and lots of color. The Jeanne dress has been a big hit with its cap sleeve, side split, and pre-fade like a favorite tee. Starr attributes its success to its compatibility with most footwear—high tops, sandals, boots or even heels. She calls it a fabulous trans-seasonal piece that can be dressed up or down.

While Luna opened over a year ago, Starr believes the store has now found its feet and is growing faster than she imagined. And while she has yet to have a specific target market in mind, the boutique increasingly strives to offer something for everyone. “Anyone who walks through the doors feels welcome, locals and our island’s visitors alike.”

LunaKeyWest.com
LUNA | 519 Fleming Street ¦

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