One morning last week some tourists arrived at Penny Lane’s new home on South Glenwood Street at 9:45, looking to come in and browse.

Though the women’s apparel boutique officially opens at 10, owner Andi Dornan welcomed them.

“It’s in those moments I know I made the right move,” she told the News&Guide.

Catching the eye of out-of-towners was Dornan’s goal for shifting from midtown space on Scott Lane to downtown digs at 35 S. Glenwood, where she reopened May 20. Though her Scott Lane store drew local shoppers, it wasn’t on vacationers’ radar as much as she would have liked.

“My loyal local ladies found me the first day,” Dornan said of Penny Lane’s new home on Glenwood. “No matter where I am they will come here and shop with me.”

At Scott Lane, though, “I wasn’t maximizing all that Jackson has to offer, and in this town, especially in the summer, that’s tourism.”

On Glenwood, Dornan has half the square footage to work with as previously, which isn’t a bad thing. She wanted a shop with a more intimate and feminine ambiance.

“It feels more like me,” Dornan said. “I feel at home in this space.”

After the previous 35 S. Glenwood tenant, Roam Mercantile, moved across the street, Dornan changed fixtures and furniture and put in a dressing room. But she didn’t have to do much else to the interior.

“I had a really great template to work with,” she said.

Though Penny Lane is a clothing store Dornan has amped up the number of gift items she sells, things like candles, cheeky greeting cards, bath products and ring dishes

“I want people to be able to come in here on any occasion and buy something,” she said.

She still carries art by local creatives but dropped “Cooperative” from the shop’s name to reflect a change: She is now selecting which of their pieces to display instead of having them do it.

“I’m curating the space,” Dornan said. “It’s kind of like getting the ‘best of’ everyone’s work.”

Among the items there now are ceramics by Tenley Thompson of Jumping Jackalope Studios, pottery by Jenny Dowd; and totes, tees and towels from Courtney Leavell’s Bird and Buffalo.

Gifts and artwork aside, Penny Lane’s central focus remains what it has always been: affordable, on-trend, good-quality women’s apparel — things like nice jeans and cute tops and dresses.

“My No. 1 goal is to keep everything under $100,” Dornan said, though the number on some price tags might occasionally be a tad higher.

She keeps the selection fresh.

“We get a new shipment in every week,” Dornan said.

One question Dornan is hearing from regulars is whether she will continue hosting events. On Scott Lane she teamed with other businesses for Midtown Throwdown parties.

Some parties out of the Glenwood location are definitely in the cards. Dornan is excited about being neighbors to a bunch of businesswomen, including Carrie Wild at Gallery Wild, Grace Peck at Roam, and Tayloe Piggott of the eponymous art gallery.

“It’s a fun synergy,” she said. “It’s a good group of women.”

She aims to get together with them and others for special events. With Hatch Taqueria and Tequilas, for example, she envisions a margaritas-and-shopping evening.

“I love a block party,” Dornan said.

Contact Jennifer Dorsey at jennifer@jhnewsandguide.com or 732-5908.

Jennifer Dorsey is chief copy editor and Business section coordinator. She worked in Washington, D.C., and Chicago before moving to the Tetons.

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