"In Your Dreams"

Ding, ding. The door shuts behind me. “Hi, how are you today?” asks a friendly face behind the counter. I am immediately soothed by the Colbie Caillat tracks playing above and the sweet aromas coming from candles scattered around the store. My eyes scan the brightly colored merchandise filling the little boutique and I can feel myself smiling as I begin to look around.

“In Your Dreams” is an independently owned business that is notorious for the large variety of goods sold under one roof. "We carry an eclectic mix of everything: artwork, home decor, entertainment, kitchenware, loungewear, bedding, jewelry and more," employee Renee Coffman said. The shop sells many well-known brand name items, such as Beatrix Ball and Pine Cone Hill. According to the owner, the most popular brand item sold is Brighton jewelry, which has only been available in the store for the last two years. Owner Sally Elkin says, “Selling Brighton is like owning another business in one store. Business is huge; Brighton has great brand recognition and we do a lot to promote it.”

One thing that this boutique prides itself on is the variety of handmade items it sells. Several paintings by local artists hang on the walls, and during the holiday season, Elkin says that handmade glass ornaments are very popular with the customers. One particular item that receives a lot of attention is the Texas Cross. These crosses are handmade from barbed wire by the staff of Tender Heart Design in Texas. These workers then pray over the crosses, and bless and anoint them before shipping them to “In Your Dreams”. No other store in the Norman area carries this product. Coffman claimed that the care that goes into the crosses is the main selling point and attracts many customers.

There are several factors that set apart this shop from all the others. "In Your Dreams is unique in the fact that there aren't many stores like it. This is your true Oklahoma brick n' mortar store," Coffman stated. Perhaps the most distinctive items sold are the sorority items. Elkin works directly with Panhellenic to sell an assortment of gifts monogrammed with Greek letters. Students, alumni and parents with children at numerous universities all come to “In Your Dreams” to buy these items. One item that has become extremely popular has customers lining up outside the door. Elkin was the first person to bring the famous scent beads to Norman, and until recently, was the only one selling them in the area. She asserted that the beads are wildly popular among students, and are primarily hung from rearview mirrors in cars. At “In Your Dreams”, customers can pick their favorite scent from over a dozen types of aroma beads, and then put them into their preferred designed bag. These bags filled with beads can then be monogrammed, as many sorority members choose to do. These scent beads and sorority items are top sellers among the many college students in Norman. “I would say that about one third of our customers are college students, so it’s important that we sell products geared toward them,” employee Kylie Watson said.

Elkin, who opened the boutique 13 years ago, is known for her fantastic customer service. "Sally has strong roots to the community. She knows a lot of people in this town and she knows her customers," Coffman said. Elkin studied retail, fashion and merchandising, and marketing at the University of Oklahoma, which gives her the knowledge of how to run this business. Her favorite part of the job is working with students. “It’s important to treat every customer like we’re glad to see them, and I want the students that come in to feel this way too, just as the adults are treated,” Elkin said. One problem Elkin deals with is going too far in taking special orders. Customers often come in with special requests about a product they want that isn’t in the store, and Elkin tries to always follow through in providing for her customers. She feels that the most important thing in running a business is listening to your customers. These values are the very elements that make this shop special.

In Your Dreams is not just another typical boutique of Norman. It is a place where employees care about their customers and cater to their needs. The vast supply of products covers every category of home décor, and is reputable for bringing customers back regularly.

For information on the location and hours of the store, go to:

http://www.inyourdreamsoklahoma.com/