Well before national chains became ubiquitous in the Southeast, Charleston’s King Street was a mecca for discriminating shoppers seeking both the trending and one of a kind. Charming 19th-century storefronts lured with an eclectic mix of fashion, art, antiques, home décor and food, drawing crowds from as far as Charlotte and Atlanta. Named by numerous publications over the years as one of the top shopping destinations in the United States—it still is, with a reach now that’s worldwide. Shops like the Finicky Filly are the mainstay of that reputation, with a legacy of dressing women that spans three decades. Family-owned and -operated, the upscale boutique styles with a distinctive approach and a combination of beloved designers and edgy newcomers.

Mother and daughter team Jennifer and Kilby Bronstein had a close relationship with Finicky Filly founder Judy Casey that was established during frequent visits to the Holy City, and they were looking to expand their New York-based business, Half & Half Boutique.

“We had always loved Charleston and wanted to be part of this community,” says Kilby Bronstein. “My mother and I had been scouting for a second location for Half & Half when Judy mentioned that she was selling her store. It all came together, and it’s been really amazing ever since.”

Bronstein grew up on her family’s horse farm near Buffalo, New York. She graduated from Hobart and William Smith Colleges with a degree in writing and rhetoric, and a new vision for her future. “I had a professor who was immersed in fashion,” she says. “In this small college, this esteemed professor would wear designer labels like Phillip Lim into class. She was so passionate about it and passionate about styling for women of all ages. It was so inspiring. So, I took a lot of her fashion writing classes, did a lot of fashion research, but I never had any merchandising or buying in my background.”

Bronstein says her goal had always been to own her own business, so she signed up for a semester at the University of Buffalo’s business school, where she took a course in entrepreneurship. At the age of 23, she opened her first store, Half & Half Boutique, learning the fashion industry hands on.

“It was really an adventure in itself,” she says with a laugh. “I had worked in boutiques but had no experience in buying. My mom had some experience as a buyer, but the market had changed over time. So, we worked together to learn how to operate a successful business. We loved it. And Judy was very helpful; she took us to trade show markets in New York and Los Angeles and connected us with our retail consultant.”

Bronstein credits her father, a successful business owner, for her entrepreneurial spirit. His sudden passing when she was in college brought her back home to family and the beginning of her partnership with her mother. After nine years, Half & Half was a successful operation, and the team had invested in local real estate to lease out redesigned space for retail and Airbnbs.

“For any business owner, having a diverse portfolio is important,” Bronstein notes, adding with a laugh, “sometimes I’m on the floor selling, sometimes I’m the buyer, and sometimes I’m the landlord. It’s all very exciting.”

She draws from a lifelong love of fashion and styling to guide her approach at both boutiques. She also credits Cheryl Forbes, that college professor, for teaching her to view fashion as an art form. And that style is alive and well at every age. “I think for some women, dressing after 40 is difficult,” Bronstein notes. “She pushed the boundaries. When you’re dressing yourself, you’re portraying who you are as a person, so in a way, you’re creating your own art. That’s what we strive to do at Finicky Filly and Half & Half—we love to style women of all ages, to show them how to have fun with their clothes, to feel beautiful, and how to achieve that when they’re at home.”

Inside Finicky Filly is a welcoming staff Bronstein says she feels lucky to have. The warm look of dark woods the shop is known for remain unchanged, as does the original lineup of designers.

“I’ve updated the inventory a little bit and brought in new lines, but no more—just some fresh ideas,” Bronstein says. “We have wonderful customers who’ve shopped here for many years, and I want them to continue to feel comfortable shopping at Finicky Filly. We so appreciate all of our new, loyal customers as well.”

The store’s aim is to accommodate both those shoppers’ preferences. “We have some really beautiful new lines,” Bronstein says. “Falguni Shane Peacock out of India—they have a couture line and a specialty store line, and they’re fair trade employers. Phillip Lim—a designer out of New York who specializes in everyday pieces with a little edge. He also creates pieces with detailing you can play with and personalize. We carry Etro, a very high-end Italian line with exquisite patterns and silhouettes. We’ll always carry L’Agence; it’s one of our bestselling lines—really beautiful denim and blouses—they’re out of New York.”

Finicky Filly works with smaller companies based in South America, Columbia and Brazil—women-owned businesses supporting emerging designers—that have impacted the fashion industry. “I’m always looking for new and interesting pieces,” says Bronstein. “We have our own denim jacket line created with vintage and new designer scarves on the back. We brought in Kutnia, an exquisite Turkish line. They use the traditional Turkish weave called kutnu to create silk dresses inlaid with scenes from 17th-century paintings. And they’re eco-friendly—they use vegetable dyes instead of chemicals.”

The Bronsteins maintain a strong focus on community outreach, both in New York and Charleston. Kilby Bronstein says they recently partnered with a Charlotte-based nonprofit to help support the towns in North Carolina impacted by severe weather.

Just a year in, Finicky Filly’s new owners are proving to embody the same spirit the store was built on: a focus on customer service, fashion curiosity, eco-sensitivity and the expertise to style every woman for all aspects of her life, be it a cocktail party or work event—a composed outfit that is beautiful and feels good. *

Wendy Swat Snyder is a Charleston-based freelance writer (sweetgrassandgrits.com).

design

Women’s Boutique

Jennifer and Kilby Bronstein