That Yellow House on Third is Moving to Main

Talulah Belle, a downtown Rochester favorite, is preparing for its move with an ongoing sale.

Four years ago Amy Fonville took a blah piece of downtown Rochester property, painted it a cheery yellow, filled it with fabulous things and made a go-to place for cool clothes and charming gifts.

But now Talulah Belle is leaving the "yellow house on Third" and making the move to 307 South Main St., the former location of Dragonfly Boutique. 

"We will miss our house but embrace the additional breathing space," Fonville said. "We are excited to move to Main. It's a good time."

The move will happen this October. To prepare for the move and the new fall fashions, the store is full of great deals, with most merchandise marked down 10 to 50 percent.

A diamond in the rough

It was Christmas Day 2007 when Fonville drove by the Third Street building and noticed a "For Rent" sign in the window.

"To me it looked like a diamond in the rough. It was full of potential so I got it," Fonville said.

Four years later, looking out the side window of Talulah Belle, Fonville saw the same potential in a taupe brick building with maroon awnings.

Inspired by a photograph of a shop in Paris, Fonville plans to paint the Main Street location cream with gold. New lights and signs will also be added.

"No matter where we are we will keep the same charm," Fonville said. "We are all about the customer experience."

Exciting changes

There are a few elements of the new location that really excite Fonville. 

One is a big show window facing Main.

"We can show our creative side!" Fonville said. "We can show people what we are!"

How excited is she? She already has the window all planned and the materials purchased.

Fonville is also thrilled to be moving to a location with three real fitting rooms. 

"The fitting rooms and additional space will allow us to more efficiently service our customers, especially at holiday time."

The number of parking spaces for the business will also increase.

"There is a resurgence downtown," Fonville said. "And we're in the right place at the right time."


Kristin Bull (Editor) August 10, 2012 at 12:39 PM
Congrats to Talulah Belle on the move to Main Street. And the answer to Around Town Laura's question has to be my black-and-white floral/graphic trench coat that's lined with hot pink satin. I bought it two years ago, and though I don't consider myself a fashionista by any means, it remains one of my favorite things!
Laura Cassar August 10, 2012 at 01:08 PM
I still covet that coat, Kristin!
Mark Ford August 10, 2012 at 07:30 PM
Congratulations on your move to Main Street. That little yellow building is where we opened our first spy shop in 2005. It was quite ugly when we rented it, and yet, it was a great spot to learn the retail business. I'm confident that you will notice a huge difference in your new location.
Jeni Hester August 12, 2012 at 09:37 PM
It will be so exciting to see Main Street reinvigorated after the makeover is complete!
Laurie August 23, 2012 at 09:51 PM
Would LOVE to get that spot for a shop I have in mind to open!
Laura Cassar August 23, 2012 at 11:54 PM
What shop do you have in mind, Laurie?


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