Grove 1.2.1 in Bryn Mawr is one of the growing number of specialty clothing and accessory stores that cater primarily to Gen X Women and beyond, writes Elizabeth Wellington for ThePhiladelphia Inquirer.

The boutique owned by Sandy Edelstein welcomes women with a sign that reads, “Darling, Beautiful is Never Perfect.” The reason, said Edelstein, is that she does not want to base her sales on a lack of authenticity and honesty.

“We are about female empowerment,” she said. “And it’s empowering to tell a woman the truth about how she looks because women know when they feel good in something.”

The 53-year-old Edelstein used to work as a stylist at Ella’s Grove. When she decided to open her store, she took what she had learned there and updated it.

However, she is still amazed that some powerful women who walk into her store still carry the same insecurities they had as teenagers. That is why she sees her job as talking her customers into their power.

“What does she feel like she can take on anything in?“ said Edelstein.  “That’s what we are here for.”

Read more about Grove 1.2.1 at The Philadelphia Inquirer by clicking here.