The Willa brand prides itself on being wearable for both trendy mothers and their daughters without breaking the bank, Marts said.

“Our most expensive dress is $109, but normally our dresses range from $60-$80, the jeans are $35-$40 and tops are $25-$35—so very affordable,” Marts said. “Most people are shocked by our prices because we are located on Market Street and on Hughes Landing. And we’re a boutique so people walk in thinking we’re really expensive, but we’re really not.”

In addition to the Willa brand of clothing, Em&Lee also carries lines Decker brings from Dallas as well as Los Angeles and Las Vegas. The store receives new items on a weekly basis and emphasizes individuality by carrying only a limited number of each piece.

“I think what makes us unique from the other stores is that we only carry three of each item—one small, one medium and one large,” Marts said. “You know when you come and purchase something from us, you’re not going to see five other women in The Woodlands walking around in your same dress—that’s the uniqueness about it.”

In addition to seasonal styles, the store also carries shoes, purses, sunglasses and even Texas- themed jewelry, year-round.

With several different options to save money, including a loyalty card, reusable bags and private shopping parties, Marts said Em&Lee focuses on supporting the community. In January, Em&Lee and Willa will provide clothing for 25 models in a mother-daughter fashion show benefitting National Charity League.

“We are a Texas-owned boutique, and we truly appreciate the loyalty and support that we get from The Woodlands,” Marts said.

In a time when online shopping is becoming more popular, Marts said it cannot compare to actually visiting Em&Lee. 

“We know online shopping is very popular, but when you come in here you’re going to get the one-on-one experience,” she said. “We know there are a million other places you can shop at in The Woodlands, but we’re building relationships here and we take pride in our customer service—it’s our priority.”

Ways to save at Em&Lee

Reusable bags: With every purchase at Em&Lee, customers receive a signature Willa reusable bag. Every time a customer brings the bag back to the store and spends at least $30, he or she will receive $5 off that purchase. The reusable bag discount is good at any Em&Lee or Willa location.

Loyalty card: The loyalty card at Em&Lee has 12 squares, which are stamped at each transaction. Once the card is filled up, the customer is allowed to choose any item in the store—regardless of price—to take home for free. The loyalty card can be used at any Willa or Em&Lee location.

Private parties: Em&Lee and Willa both host private shopping parties for groups of at least 10 guests. During the parties, the store will have two associates to help the group shop while also providing drinks, appetizers and free giveaways. The party host receives a certain percentage off his or her total, based on how much is spent during the party.

Fall 2016 fashion trends

Store Manager Dana Marts said the following pieces are some of the more popular styles women can look forward to wearing this fall:

• Open shoulder tops
• T-shirt dresses
• Scarves
• Vests
• Boots
• Booties
• Suede
• Lace
• Hats