Menswear store to open downtown

Owners of Lucy Couture Boutique expand at second Greenfield location

GREENFIELD – The owners of Greenfield-based Lucy Couture Boutique are preparing to expand to open a second store — this one, catering to men.

Eddie Lawrence, a store carrying clothing, gifts and accessories, will celebrate its grand opening noon to 8 p.m. Saturday at the new downtown Greenfield location, 19 W. North St., just east of Wooden Bear Brewing Co. and the North Street Living Alley. In addition to its daily hours, the store will also operate a website allowing for convenient shopping any time.

Husband/wife co-owners Justin and Jessica Green have been planning to open Eddie Lawrence, named for Justin Green’s grandfathers, for about a year and a half in an effort to offer more retail options for men in the area, Jessica said.

The store’s location, 19 W. North St., is just one storefront away from where women and children’s clothing store Lucy Couture originally opened in 2014 before moving to its current spot in the shopping plaza just south of the Greenfield Wal-Mart store.

The space that now houses Eddie Lawrence dates back to the late 1800s, when it was used by the Greenfield Fire Department, Justin said.

The husband-wife team has worked to preserve the building’s original architecture, a nod to its history. Patches of the original brick walls peek from behind artful applications of plaster in the store, which will feature clothing in sizes small to 4X, shoes, accessories and a section dedicated to apothecary-type items, from beard oils to body washes.

“We have found some really cool brands,” Jessica Green said. “There is stuff you’re not going to see at the department stores.”

The store will offer products in a range of prices, she said. The owners have tried to stock the new business with items from Indiana- and U.S.-based businesses, including custom screenprinted T-shirts and handmade bar ware from small businesses, Jessica Green said.

The couple decided to expand after a successful year with the original store, she said.

“The boutique industry is booming, and it’s awesome to see,” she said.

Once the store opens, it will have hours of 11 a.m. to 7 p.m. Tuesday through Saturday. However, 24/7 shopping will be available on the store’s website, The new store also has pages on Facebook and Instagram, Justin Green said.

Naming the store after Justin Green’s grandfathers followed the theme of making a family member a namesake — Lucy Couture is named after the couple’s eldest daughter. Photographs of the two men playing basketball will be placed around the store, Justin Green said.

The Greens hope they have built-in customers coming from their women and children-themed boutique.

Kathleen Hembree, a Greenfield resident shopping at Lucy Couture on Monday with her daughter, Katrina Hembree, said she’s excited any time Greenfield gets a new store, but if it’s anything like Lucy Couture, she’ll be even more eager to visit, she said.

At Eddie Lawrence, she can shop for her husband and two sons.

“We’ll definitely go,” she said.

If you go

Eddie Lawrence grand opening

12 p.m. to 8 p.m. Saturday

19 W. North Street, Greenfield

Author photo
Rorye Hatcher is a reporter at the Greenfield Daily Reporter. She can be reached at ​317-477-3211 or