Belle Row Boutique – Our Story

“The things you are passionate about are not random, they are your calling.” ~Fabienne Fredrickson

Devon (Bradley) Roof graduated from Michigan State University in 2008, diving straight into a career in Public Relations. As she grew into the profession, she couldn’t shake the dream of starting her own business, a dream harbored since childhood.

In 2013, her PR work allowed for a trip to New York City, fashion capital of the US. As she walked through the small SoHo boutiques, Devon found the inspiration she needed to finally make the jump from PR life to entrepreneur. After her return, and many months of planning,  she launched Belle Row Boutique in a traditional brick-and-mortar fashion.

After opening Belle Row, Devon traveled to various apparel shows around the country to connect with designers and vendors to purchase merchandise. Today, she continues to hand-select every item in the shop, ensuring the fit, quality, and affordability meet her standards

In 2017, she moved Belle Row to a new service model after a three-year run in her East Lansing retail space. As her shop captured the interest of fashion-minded customers from areas like Grand Rapids, Kalamazoo and southeast Michigan, Devon decided to make a bold move. She closed the physical shop, pushed traffic to her online storefront, and upped the number of creative on-the-road shopping experiences she offered.

Devon transformed her business into a combination of online sales, pop-up shops and girls’ night out events that reach markets in multiple locations. In the fall of 2017, she started her newest venture: personal shopping. Customers can now book private appointments with Devon herself and have a one-on-one experience comparable to nothing else Mid-Michigan has to offer.