SECURELY FASHIONED: Forever is finally here

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First Posted: 5/13/2014

It took forever, but it’s finally coming!

The Viewmont Mall will be welcoming Forever 21 to its retail roster. The 1,500 square foot clothing and accessory store will be opening at the end of 2014, right next to Macy’s. Gone are the days of driving to The Crossings Premium Outlets or penciling in a 2-hour shop stop when I’m in Manhattan or Philadelphia. Now, I can try on those clothes and shoes instead of holding my breath, crossing my fingers, and paying for shipping. Hallelujah!

OK, I may be overreacting, but some of you know what I’m feeling. Forever 21 allows a fashion lover on a budget to go crazy. The store is filled with wardrobe basics, on trend right now styles, PJs, lingerie, shoes and more shoes, makeup and accessories, handbags, jewelry, and even men’s items! And everything is priced very reasonably.

Forever 21 started as a small shop on Figueroa Street in Los Angeles, California in 1984. It was originally named Fashion 21. At the end of its first year in operation, sales had skyrocketed from $35k to $700k. New stores were opened every six months, and the name was changed to Forever 21. Forever 21 is now No. 122 on the Forbes list of America’s Largest Private Companies (though it would be befitting to move up one slot to No. 121).

My first experience in a Forever 21 was in LA. I had never heard of the place and didn’t recognize its glowing Roman numeral logo. I checked out the second-floor shop at The Beverly Center and it quickly became one of my all-time favorites. Most of my work and play wardrobe came from a mix of Forever 21 and H&M with a little peppering of Melrose Avenue boutiques. It fit my single-girl-on-a-budget style, and even now in my early 30s, it’s still appropriate attire. (I just steer clear of the super trendy section.)

I think the store will do well in our area. In an October 2012 Facebook post, the Viewmont Mall Facebook page asked what new stores people would like to see at the mall. Almost 1/4 of all the comments suggested a Forever 21. Roughly 1/2 of the comments referred to food. Coming in a close second for retail suggestions was H&M. The Viewmont Mall confirmed the addition in a Tweet on April 25, stating: “Everyone has been asking….but now it’s official….Forever 21 is coming to Viewmont Mall!! #new2view”

And there you have it!

Whatever you do…

• Follow the Viewmont Mall on Twitter for updates, @ViewmontMall.

• Check out to see what all the buzz is about.