A Boutique for Cougars

Local shop specializes in suiting up mature women

Cece Feinberg PR

Virginia Lovaton, aka Vigi, specializes in helping women who are over 40 look trendy and stylish.

“I buy for every age group, but older women who want to look cool should shop at my store,” said Lovaton, owner of eponymous South Miami shop, VIGI. “I can dress them to look sexy and trendy without looking vulgar.”

Popular brands at the 14-year-old boutique are Nicole Miller, Trina Turk, Love Shop, Haley Bob, Three Dots, Una Luna and Bailey 44. There are frocks of all lengths, sexy evening tops and perfect daytime tees, leggings and lots of accessories including jewelry and purses.

“Everything I buy has an edge to it to keep it looking from being plain and boring,” said Lovaton. “If you like Ann Taylor, then you won’t like my store.”

Unique to the shop is the denim selection, which caters to all body types. Find labels like Hello Skinny, which Lovaton swears will make you look 10 pounds thinner. Then, there’s Little In The Middle jeans which are geared for gals with a small waist and big hips, perfect for all us Latina women. Plus, CJ by Cookie Johnson ( Magic Johnson’s wife) jeans. Apparently, the CJ jeans are Oprah’s favorite.

Annie Vazquez is a Miami-based journalist and shop-a-holic. Email her with any fashion tips, boutique openings, events, sales and bargains at

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