How This West Philly 'Non-Boutique' Got Its Name

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Welcome to Name Calling, where store owners around the Philadelphia area tell us the inspiration behind their shop's name. Curious to learn the story behind your favorite boutique's name? Nominate them for a feature by sending us an email at philly@racked.com.

Displaying a wide range of art, jewelry, paper goods, housewares, ceramics, and more from local artisans, West Philly's VIX Emporium toes the line between an art gallery, boutique, and bazaar—and that's exactly the point. "We chose 'emporium' [for our name] rather than 'gallery' or 'boutique' to emphasize variety and affordability," says store owner Emily Dorn. "Because although most of our gifts are unique and handmade, there is really something for everyone."

As for the other half of the store's moniker, Dorn explains: "The location of VIX Emporium, a former 1940s millinery with original built-in mirrored cabinetry and show window, is the inspiration for its name. 'VIX' (with a bar over the V) is the Roman numeral for 5009, its address on Baltimore Avenue."
· VIX Emporium [Official Site]
· Philadelphia's 38 Best Independent Boutiques [Racked Philly]
· 15 Stores for American-Made Awesomeness [Racked Philly]