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I love this boutique the clothes are fantastic so I spoke with proprietor Elie Nikooe about her thoughts on fashion, designers and her vision for the boutique.
VJ: When did Biatou open its doors?
EN : Biatou opened on May 2005
VJ: Is this your first foray into the boutique business?
EN : Yes.
VJ: How do you choose what you will sell, I mean - is it stuff that you would wear yourself or do you get reccomendations from friends?
EN : Both. I will not buy, or sell something that I don't like. Some items
might not been something that I would wear at my age (little younger, little older), but I do like them and if I was younger, or older, I definitely would wear them. I also listened to my friends, and now my customers to see what they would like to see and what they can't find in Fresno and try my best to bring it to them.
VJ: What are some of the brands you carry?
EN : Tracy Reese, Twelfth Street, Nicole Miller, Poleci, Salt and Serfontaine
Jeans and much more.
VJ: I do know that a lot of your stuff is high end, do you ever have sales?
EN : Yes we do. Actually right now until the end of August we have our biggest
sale, where everything in the store is 40% off. It is the our end of the season
sale and we are getting ready for fall.
VJ: How often do you get new merchandise?
EN : We're constantly getting new items and putting them out.
VJ: So how do you like owning a boutique - for example is it more work than you expected?
EN : Owning your own business in general is a lot of work and responsibility.
It has its own ups and downs. For example you are doing what you love to do
and you are your own boss, but there is no regular paycheck at the end of
the month, and the harder you work the better you make it and if not, you
just don't. You also must know everything about business from selling, to
buying, to finances, to marketing, and to customer service. And you had better
know your product.
VJ: I love the Champlain and Perrin area, but I have heard recently that it has been a difficult location for some proprietors - how do you feel about it?
EN : I love the area and the shopping center that I'm in. I would choose this
place in a heart beat. Every new shopping center must go through a time
until people get to know it. I have lots of people who come in and didn't
know that any store in the center of the mall existed. Or it's been their
first time here even though they have seen it and passed by it everyday. It
is unfortunate that some of the businesses closed. I wish they could hang
in there for this period to pass. Because, honestly, I know this is going
to be one of the best shopping centers and most beautiful for that matter,
in Fresno.
VJ: Are you looking toward expanding eventually or opening another location?
EN : Definitely. Hopefully in another city. Or when Fresno gets as crowded
and big as LA:)
VJ: When are you open?
EN : We're open from 10 am to 7 pm, Monday thru Saturday and 12 pm to 5 pm on
Sundays. And as of August 17, when our new Little Italy Farmers' Market
starts, We are going to be open until 9 pm on Thursdays.
VJ: Anything else our readers show know?
EN : Biatou stands for Be In Alluring Trance Of U. And we are your
"CONNECTION TO BIG CITY FASHION." Something that all of us in Fresno
have been waiting for a long time. We love our customers and are happy to give them
the best service and styles.
BIATOU is located at 1170 E. Champlain Dr. in Fresno off of Perrin. For more store info call 559-434-0234 | 
