“We are a grown-up store,” says Ginna Gilbert of her upscale boutique that specializes in women’s clothing, the eponymous G. Gilbert.

“Our customers want something interesting but are not trying to look like children,” says Gilbert. That makes sense since G. Gilbert customers typically range in age from 25 to 75 (the majority are age 40 to 60).

The store stocks styles that “cover the gamut,” she says, “to make an outfit as trendy or as tailored as wanted.” What you won’t find on these racks are the same brands routinely stocked at department stores. “One of our main criteria is to find things that are not saturated in the Atlanta market,” she says. “We look for things that are exclusive to us.”

When choosing pieces to add to your wardrobe, “Novelty is more important than trend,” says Gilbert. “Trend is here today, gone tomorrow. Novelty is more sophisticated and means giving each individual her own look.”

That same unique style applies to the store itself. G. Gilbert first opened in 2000 as the first soft-goods store in the Westside neighborhood. Like many women of a certain age, the store recently had a bit of work done (including some new chandeliers, which add sparkle the way a new pair of earrings might jazz up an outfit). The new décor offers a unique mix of “warehouse vintage luxury and modern luxury,” says Gilbert. “It’s come together in a real cool way that makes us feel different than any other boutique in town.”

Most of all, “we pride ourselves on our customer service,” says Gilbert. “We greet everyone with a big hello and want them to feel comfortable without being pushed, to enjoy the shopping experience.” This extends to guests who may not be shopping at all. A new "man cave" offers a self-serve beverage center and TV, so gentlemen might watch sports while their ladies shop.

This is the sort of place where customers establish long-term relationships. “We have one customer who has a photo album of all we’ve done for her over the past ten years,” says Gilbert. Buyers know when a regular customer will soon need a mother-of-the-bride dress, has a party coming up or will need to replace wardrobe staple. “So we look for specifics when we’re at buyers' markets,” says Gilbert.

This doesn’t mean first-time visitors won’t find something. “We want to make sure our customers get exactly what they need whether it’s for a big event or day-to-day driving the carpool,” says Gilbert. “We pride ourselves on being very knowledgeable and honest with clients. We want them to leave here feeling great about themselves—if they don’t, we haven’t done our jobs.”

G. Gilbert customers tend to be in great shape and so the store stocks clothing from size two to ten (plus a few twelves) and shoes ranging from size 5 1/2 to 10.

“As we become grown-ups our issues change,” says Gilbert. So many clothing options here include sleeves to help cover arms, necklines that don’t plunge too deep and jeans that aren’t too low-rise. “We look for what’s appropriate and comfortable for ladies,” she says.

“We select merchandise that has a high quality of fabric and construction so they will last a long time,” she says. “Buy quality and get great value out of what you’re purchasing.”

New shipments arrive daily, many from Europe. “Now it’s the big fall season so we get loads of boxes delivered every day,” she says. A layaway program is available to help with budgeting.

“People like not having to go to the mall,” she says. “They like the quiet, comfortable and luxurious shopping experience of a boutique.”

G. Gilbert is located at 1198 Howell Mill Rd NW. For more information, call 404-355-3713.