Devil’s Details Boutique, a vintage jewelry store located in south Austin, was rebranded and remodeled from Bloomers and Frocks at the beginning of 2024. In an interview with the Austin Journal, Rebekka Adams, the owner of Devil’s Details Boutique, shared insights about the rebranding process, her passion for vintage jewelry, and her experiences as a female entrepreneur in Austin.
"Being a female owned business is a rewarding experience", said Rebekka Adams. "We are in a city that values local businesses, women and minority-owned businesses, and customers seek something different that they won't find at the mall while supporting diversity."
According to Adams, Devil’s Details specializes in jewelry dating from the early 1900s to the 1980s. The shop's collection includes gold-fill, gold plated, sterling silver items, early plastics, rhinestones, and designer costume jewelry. Previously known as Bloomers and Frocks which also dealt in vintage clothing, Adams chose to focus solely on jewelry during the rebranding process. "After 10 years," she humorously added that she was "tired of doing laundry." This spring will see the introduction of contemporary clothing from women-owned brands into their product range.
Adams' fascination with jewelry dates back to her childhood when she used to sell pieces at flea markets in Michigan alongside her grandmother. She furthered this interest during her college and graduate education by managing multi-million-dollar corporate jewelry stores. Besides being well-versed in costume jewelry, Adams is also a certified diamontologist and gemologist.
In discussing the local market scene, Adams described Austin as a "vintage shopping mecca," noting that there are over 30 vintage shops in Austin that stock at least 85% vintage items. She further stated that the vintage community is collaborative and works together to promote all vintage shops in town.
When queried about how she sources her inventory for Devil’s Details Boutique, Adams remained coy saying that "all good vintage dealers keep their secrets held tight." However, she did reveal that they buy from the public too. Anyone interested in selling their vintage jewelry can make an appointment if their items meet the store's quality standards. Devil’s Details Boutique is active on social media under the handle @devilsdetailsboutique and has a website at: https://devilsdetailsboutique.com.
In addition to running her boutique, Adams is also actively involved in the local business community. She has collaborated with the local business alliance in Austin and currently leads the business association along South 1st Street. Furthermore, she co-produces the Vintage Around Town Guide.