You could say that Safonova clothing boutique is the heartbeat of owner Laura Coleman. An immigrant from Ukraine, Coleman moved to Utah in the mid 1990s and opened Safonova in Park City in 2009, named after her family moniker and as a nod to her Ukrainian heritage.
“My friends moved to Salt Lake City a few years prior to me, and they always invited me to visit,” says Coleman. “One day, I was just like, okay, I’m coming, I wanted to see if I would like it here or not. Obviously, I liked it, and I stayed and created a family and a business. I have a great support system here with my husband and my son.”
Coleman pours her whole heart into Safonova; she considers customers her friends and takes the time to get to know them and their individual style so she can make selections that complement who they are. She often goes the extra mile to make customers feel valued, too, from handwritten notes and special orders that she handpicks for specific clients to custom tailoring and selecting accessories for the finishing touch to an outfit.
“I offer my eye and my opinion about fashion,” says Coleman. “It’s every girl’s dream come true to have their own boutique and have customers who trust you.”
Whether you’re on the hunt for wardrobe staples or a special occasion outfit, Coleman says shopping should be a great overall experience—not a frustrating or demeaning one—and clothing should be comfortable and easy to wear. Popular contemporary brands she carries at Safonova include Paige Denim, Velvet, Spanx, and Lola & Sophie.
Despite her positive outlook on life and style, current events in Ukraine weigh heavily on Coleman; her parents still live there and she checks on them daily. Fortunately, the love she gives to those around her has been reciprocated, and she’s had tremendous support from people in town. “The love I’ve felt from my community and customers is incredible,” says Coleman. “It’s been overwhelming in the best way. They’ve covered me with love.” And that’s the chicest look of all. 1675 Redstone Center Dr, Ste 130, 435-575-8746; safonovaparkcity.com