Boutique for little divas

COEUR d'ALENE - The fantasies of many little girls include being princesses and rock stars, and for them there is a new place to make those dreams come true, at least for a couple of hours.

JaM's Boutique offers a colorful setting for tots, tikes, and even teens to hold a party for any special occasion and step into their own world of illusion.

"It gives them a chance to be big girls," said Linda Wilson, who runs the new shop at 802 N. Fourth St. in Midtown Coeur d'Alene with husband Jason Wilhelm.

The 1989 Coeur d'Alene High School graduate returned to her hometown from Florida, where they ran a similar business, to be closer to her family. Her sister is in the U.S. Army and is being deployed to Afghanistan, leaving behind her own daughters.

Now, with their daughters Jaylie, 7, and Maleah, 3, for whom the shop was named, they are starting up again to create a bubble in which their clients can get full makeovers, including hair, nails and makeup, along with party gowns for the guest of honor and all her little friends.

"It is nothing gaudy," Linda said. "They could go to the grocery store afterward."

JaM's Boutique offers several basic packages for girls age 2 to 15. The Princess package for six girls is $200, and includes the makeover, tiaras, costumes, karaoke and decorations.

"They get to create their own shimmer lotion," from colorful bottles of creams scented in strawberry, cotton candy, cream soda and other flavors, Linda said. Glitter is mixed in, and the kids take home their own special blend of parfait-style layered lotion.

Other packages include the Lil' Diva and the Rock Star Diva, each with similar items included. There are also individual services including a mini-manicure with nail art and a mini-pedicure with an anklet. The standalone JaM's makeover is $24.95.

Out front, there is a gift area with Webkinz stuffed animals and assorted baubles including colorful flip-flop shoes. Coming soon is the Hello Kitty line.

The brightly painted back room is where the party begins, with the birthday girl or other honored guest getting a head start, while her friends rotate through the hair, nail and makeup stations. Between sessions, karaoke fills their time.

The music is all age appropriate, Jason said, with tunes from Disney, High School Musical and other youthful sounds. These days, Hannah Montana is still in, but on the margins of acceptable given recent activities considered a bit too adult.

JaM's Boutique is not a day care center, and the parents of the guest of honor are required to stay in attendance and retain responsibility for the group of children. So far, none of their parties has gotten out of hand, Jason said.

Parties have included Girl Scouts, cheer camps and general play dates, not just birthdays.

Hours of business for the boutique are 10:30 a.m. to 5 p.m. weekdays and 10:30 a.m. to 2 p.m. on Saturday, but parties can be booked for other hours.

Information: 765-5135