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Why ViVi G. Shoes' Jen Rubinstein Craves Bubblegum and Jelly

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Surrounded by beautiful buys from 9 to 5, the everyday life of a Philly boutique owner is a practice in self-restraint. In Gimme Gimme, we ask a shopkeep: Which currently-in-stock item are you seriously tempted to buy for yourself?Courtney Conigliaro

Melissa Patchuli V., $145. Image credit: Courtney Conigliaro

With four locations along the East Coast, it's safe to say that ViVi G. Shoes store owner Jen Rubinstein has acquired quite the shoe closet, but each season brings a shiny new shoe that tops anything she's seen before. Right now, it's all about the plastics—namely Melissa Shoes, the store owner's latest obsession and this generation's take on Jellies. Here, Rubinstein explains why she's a fan of the bubblegum-scented shoes:

They go with everything; you can wear them with a dress or jeans, and they're comfortable and different! Customers look at them and they'e like, "What are those? I need them!" I would definitely style them with a white jean and a fun, blousy top or a spring/summer dress; city girls could wear them with a high-waisted disco pant and a crop top. I'm dying to wear them to the beach this summer!"

· ViVi G. Shoes [Official Site]
· Knit Wit Margate Stocks The World's Perfect Beach Shoe [Racked Philly]

ViVi G Shoes

503 West Lancaster Avenue, Wayne, PA 19087 (610) 688-6732 Visit Website