Feeling pretty

COEUR d'ALENE - Three women with varying backgrounds have joined forces to open a new business that will allow them to make use of their talents.

Stephanie Regis, Billie Felton and Wendy Young, all longtime Coeur d'Alene residents, expect to open Skin Deep Couture in the Coeur d'Alene Plaza Shops on Monday.

While Regis and Felton are both owners of coffee stands in Kootenai County and Young comes from a construction background, they believe their combined skills in cosmetics and business are the right mix for success.

"Three minds are better than one," Regis said. "Everybody has something to bring to the table."

Formerly a Nordstrom's cosmetic specialist who has been doing in-home makeup parties, Regis brought the idea to her friends.

"It didn't take any convincing," Felton said.

All will work in the store, along with a couple of part-time employees. With Young's business background, she said she will do the "bookkeeping and that kind of stuff" necessary to keep the trio on track.

Skin Deep offers a wide selection of skincare and cosmetic products, including Smashbox, Too Faced, DERMADoctor, NYX, Perricone MD, Burberry Vera Wang and Lacoste, plus Jack Black and Peter Thomas Roth products for men.

One thing all the women have in common is a passion for the industry. The goal was to have a good selection of skin care and color products. Future lines will include supplements.

"We want to integrate the different products," Regis said. "This is what I wanted to do."

When Regis started looking into the prospects for the shop, she was uncertain what kind of reception she would get.

"Some lines are pretty prestigious," she said. "I wasn't sure it would be possible, but not a single door shut in my face."

Some of the products are hard to find in Coeur d'Alene, Regis said, but are in demand by a wide range of customers, from local residents to seasonal visitors.

"We really wanted to make sure we have something for all ages and budgets," Regis said. "A 17-year-old or a senior citizen can walk out happy with their purchase."

They almost didn't get the downtown location they wanted, because after Papillon Paper Emporium moved into a different suite in the shops, a boat from Yacht Club Sales was on display, so they looked at space in Midtown instead.

"We thought, 'Too bad that space isn't available,'" Regis said. After speaking with John Barlow, president of Hagadone Real Estate Holding Co., they discovered the spot was indeed available, and jumped at the chance to move in.

"We are happy to be here," Regis said.

"Everybody seems nice, and inviting," Felton added.

Regis says she knows from experience that every customer has specific needs and wants when it comes to cosmetics.

"I've got a feel for what women want," she said.

From time to time, manufacturer's representatives will be on hand for special events to provide additional consulting. Makeovers and skin care consultations will be a regular part of the services.

On June 11 a "girlfriends night out" will mark the grand opening, with gifts with purchases, giveaways and refreshments.

Skin Deep will open every day at 10:30 a.m. and stay open at least until 7 p.m.

Information: 664-FACE (3223)