Both Carrie Arrouet and Stephanie Sherman fantasized about opening their own business, but neither wanted to do it alone. So for years, they both pursued different things -- Arrouet worked as the director of the Junior Achievement of Wisconsin, Inc. and Sherman as the Westown Association executive director -- until fate, in the form of a Future Milwaukee leadership session, brought the women together.

Eager to put pen to paper (and wineglass to lips), the two brainstormed possible business ventures in Arrouet's apartment. They quickly realized that they were both, in Arrouet's words, "superior deal finders" when it came to clothes buying. Sherman was already a sophisticated thrift store peruser and Arrouet had mastered the art of end-of-season shopping, so the idea for what would later become a unique upscale consignment boutique was easily born.

Choosing a name for their new shop was more of a challenge, but after toying with a few options, they settled on "Lela" because it combined the first two letters of their middle names: Carrie Lee and Stephanie Laraine. Interestingly, they later found out that "Lela" is also an Indian mantra that roughly translates into "don't worry."

"This was perfect for us, considering we were both freaked-out stress people in our former lives," jokes Sherman (who, by the way, is OMC co-owner Jeff Sherman's wife).

Moving their dream business into reality was also a challenge, especially since both women had comfortable, fulfilling jobs, but the two risk-takers were determined to move forward and in true Thelma-and-Louise-style spirit, plunged into the entrepreneurial unknown.

"I realized I had been facilitating everyone else's self interest, and it was time for me to put my money where my mouth was and see what could happen," says Sherman, who opens the new shop -- along with Arrouet -- next weekend, Oct. 10, in the Historic Third Ward.

Inspired by shops like McShane's Exchange in Chicago and Tokyo 7 in New York's West Village, Lela features a colorful palette of women's apparel and accessories, both new and vintage, including dresses, suits, blouses, pants, jewelry, handbags, scarves, hosiery, gifts and more. Many of the items are sold on consignment, while others are carefully selected from thrift stores or are new pieces from national and local designers.

Because of the wide range of styles and prices, Lela owners believe the shop appeals to all women -- from the young and funky, to the professional woman starting a new career, to sophisticated shoppers who want to wear something unique.

Heightened customer service is a dominant trait of Lela's culture, and Sherman and Arrouet intend to create personal relationships with their customers. "We want to 'fit the puzzle together,'" says Arrouet. "If we get in three size 12 dresses, we'll call a few of our size-12 customers and find out if they're interested before we put them out on the floor."

After attending Fashion Week in New York City, the two partners, both thirty-something, are flourishing with good ideas. Aside from seeing some of the most celebrated collections for 2004, including Calvin Klein and Catherine Malandrino, they were inspired to start a full-on fashion district on Brew City's Broadway Avenue, where Lela is located.

The renovated space, painted in romantic red, chocolate brown and antique blue, is filled with removable fixtures so it easily transforms into a gallery or performance environment. Design work inside the space was done by locals Sharon Celek and Maria Zyble. Lela will be open for October's Gallery Night, and in the future, will feature fashion shows (perhaps with Beauty Salon owner Tom Miller who is opening another salon next door), martini and manicure nights, "closet" parties, holiday shopping events for men and anything else the creative owners concoct.

"Nothing's too crazy," says Arrouet, who even tosses out the possibility of trying to get Sarah Jessica Parker, who plays the uber-fashionable Carrie Bradshaw on "Sex and the City," to make an appearance at the shop.

"Lots of people laugh at our optimism, but that's OK," says Arrouet. "We're having fun."

Lela, 321 N. Broadway is now open! Hours are Tuesday and Wednesday, 11 a.m.-7 p.m.; Thursday and Friday 11 a.m.-8 p.m.; Saturday 9 a.m.-6 p.m.; Sunday 12 p.m.-4 p.m. (closed on Sundays in Jan.) Call (414) 727-4855 for more information.