True Style: A Women's Clothing Boutique Where Moms and Daughters Shop Together
True Style is a locally owned women's fashion boutique in Iowa, with a store in the East Village of Des Moines and another at Iowa River Landing in Coralville. The idea behind the shop is simple: a place where moms and daughters can shop side by side for current fashion that looks good, feels good and does not break the bank.
Whether you are refreshing a work wardrobe, hunting for a dress for a special weekend or picking up a soft graphic tee, this page explains what True Style carries, how the boutique works and how to get the most from your visit, online or in store.
A Boutique Built Around Real Women
The True Style customer, as our own story puts it, "wants it all." She wants clothes that make her look and feel fabulous without overspending. She works hard, she is creative, and she cares about the choices she makes. She is on-trend without chasing every trend, and she likes a wardrobe that can move from casual to polished with one or two swaps.
That customer shapes every buying decision. Instead of stocking hundreds of versions of the same item, a boutique like ours chooses a smaller, edited selection. Each piece has to earn its place on the rack: it should be versatile, flattering on more than one body type and easy to style with what you already own. The result is a shop that feels personal rather than overwhelming.
What You Will Find at True Style
The True Style shop is organized into a handful of clear collections, so you can browse by the kind of piece you need rather than scrolling through everything at once.
Dresses, Rompers and Jumpsuits
One-and-done outfits are a boutique favorite because they take the guesswork out of getting dressed. Past favorites include easy printed dresses such as the Pretty Fly Dress and the Geo Patchwork Knot Front Dress, along with relaxed pieces like the Make It Easy Dolman Romper. Add a denim jacket or a blazer and the same piece works for brunch, the office or an evening out.
Tops, Tees and Tanks
Tops are the workhorses of any closet. The selection ranges from printed blouses like the Blue Nile Printed Top to relaxed cotton tees and tanks that pair with jeans, skirts or shorts.
Sweaters, Jackets, Coats and Kimonos
Iowa weather changes quickly, so layers matter. Look for soft knits such as the Clean Look Batwing Sweater, structured options like the Put A Pin In It Suiting Blazer and statement outerwear such as the Neptune Snake Printed Satin Trench.
Pants, Skirts and Denim
From cropped trousers to satin midi skirts and flare jeans, bottoms are chosen to balance the tops and layers in the store, so it is easy to build a complete look in one visit.
Brands Our Shoppers Love
True Style has carried a mix of well-known contemporary labels, including Free People, BB Dakota and Jack by BB Dakota, Cupcakes and Cashmere, Saltwater Luxe, Chaser and Apricot. Each brand brings something different: Free People for bohemian, relaxed shapes; BB Dakota for polished, wearable basics and outerwear; Cupcakes and Cashmere for feminine prints and knits; Saltwater Luxe for easy rayon pieces; and Chaser for soft, laid-back cotton tees. Mixing labels like these lets you find your own style instead of buying head-to-toe from one designer.
Brand availability changes from season to season, so the best way to see what is currently in stock is to browse the online shop or follow the boutique on social media.
Custom Screen-Printed T-Shirts Made in Des Moines
One thing that sets True Style apart from a typical clothing store is the custom T-shirt collection. Shirts are screen printed at the East Village location on soft, flowy Bella+Canvas blanks, in three shapes: a flowy racerback tank, a slouchy V-neck tee and a flowy raglan tee. Designs have ranged from Iowa lake-life graphics to playful pop-culture and seasonal prints, which makes them a fun choice for summer weekends, gifts and group outings.
Shopping Together: Moms, Daughters and Friends
True Style was built for shared shopping trips. Moms and daughters often have different tastes, but a well-edited boutique makes it easy for both to find something they love in the same room. A few ideas that make the trip more fun:
- Pick one piece each that you would never normally try, and style it for each other.
- Look for pieces that work across generations, such as a classic striped top, a good denim jacket or a simple knit sweater.
- Ask a stylist to help you build one complete outfit from top to accessories before you head to the fitting room.
Boutique Events and Girls' Nights Out
A boutique is also a great place to gather. True Style has welcomed in-store events ranging from a simple girls' night out to charity shopping events. If you are planning a birthday, a get-together with friends or a fundraiser, the events page explains how to share your idea so the team can help you plan it.
Two Iowa Locations
The boutique has two storefronts listed on this website:
- Des Moines – East Village: 515 E Locust Street, Des Moines, IA 50309.
- Coralville – Iowa River Landing: 923 E 2nd Avenue, Coralville, IA 52241.
Store hours have always been listed as subject to change, so check the locations and directions page and the latest store updates before you visit.
Tips for Getting the Most From Your Visit
Boutique shopping is different from a quick trip to a department store. These simple habits help you leave with pieces you will actually wear:
- Bring a plan. Know which gaps you want to fill, for example a work blazer, a going-out top or a transitional jacket.
- Wear what you would style it with. If you are shopping for a top to go with favorite jeans, wear the jeans.
- Check fabric content. Product pages list fabrics such as cotton, rayon or polyester blends, which tells you how a piece will drape and how to care for it.
- Think in outfits, not items. Every new piece should work with at least three things you already own.
- Ask about fit. Many product descriptions note the model's height and size, which helps you choose between sizes.
Stay Connected
New arrivals, restocks and event news have always been shared first on social media. Follow True Style on Facebook and Instagram to see what is new, and use the contact page if you have a question about a product or an event.
Find Your True Style
Great style is not about owning more clothes; it is about owning the right ones. Start by browsing the women's clothing collection, read more about the True Style story, and explore the accessories that finish an outfit. Whether you are shopping solo or with your mom, daughter or best friend, True Style is here to help you look and feel your best.