Courtesy Firefly Lane Boutique
Daniela Paraschiv opened Firefly Lane Boutique (469-826-2027 or Firefly Lane Boutique on Facebook) in Huguenot Village Shopping Center on Huguenot Road in June. (Photo courtesy Firefly Lane Boutique)
There’s a former physician turned fashionista in Midlothian.
She’s Daniela Paraschiv, who in June opened Firefly Lane Boutique (469-826-2027 or Firefly Lane Boutique on Facebook) in Huguenot Village Shopping Center on Huguenot Road.
“I always loved fashion and shopping,” she says. “All my friends are always complimenting me on how I dress and I thought, ‘Why not try [to open a boutique]?’ ”
Paraschiv has no formal business background and no prior experience in the fashion industry. What she does have is years as a practicing physician in general medicine in her native Romania.
But her doctoring days came to an end when she and her husband, Bogdan, moved to the United States in 2002. To practice here would have required going through a long process of testing and certification, so she instead opted for licensure as a practical nurse.
After a stint as a nurse while Bogdan worked toward licensure in internal medicine in both Texas and New York, the couple moved to Richmond in 2011. Bogdan practices at Chippenham and Johnston-Willis hospitals in Chesterfield County and Paraschiv became a stay-at-home mom for their two children.
Paraschiv says she chose to locate Firefly Lane south of Richmond because there aren’t enough boutique-style shops in the area.
Sarah Estes, owner of The S.E.E. Boutique in nearby Sycamore Square Shopping Center, seconds that notion. “That’s the reason I opened this store, because we did not have anything like this in the area, and I personally would love more boutiques to open in this area so people wouldn’t have to travel to malls like Short Pump or Chesterfield Towne Center,” she says.
Firefly Lane’s racks are full of patterned tops, skirts and dresses in bold colors, with some lace options and even some fringed pieces. The shop also offers accessories.
“It’s a little bit of everything, a little bit of vintage flare, a little bit of modern. If it’s unique, that’s what I’m going to carry,” Paraschiv says.
She selects inventory based on its look, quality and comfort more than the label. Most items are $25 to $75, with a few more expensive options reaching about $150.
“I would love people to come in here and … just have fun and be daring and try something new.”