In the Inland Northwest, fashion has never just been about clothing. It has been about self-expression in any season. From the bitter cold of winter to the hot, lakeside summers, It’s about confidence stitched into every piece you wear. In Coeur d’Alene, boutiques Marmalade and Marie’s Boutique, fashion lovers have been flocking for decades to get fashion advice, inspiration, and some seriously beautiful clothing. We sat down with mother-daughter fashion duo, Marie Widmyer and her daughter Kaity Widmyer, to learn more about how they help women feel like the most joyful, expressive version of themselves for decades.
A Story of Resilience
Long before Marmalade became a fashion staple, Marie Widmyer was simply a girl who loved clothing and creativity. That love began early, she famously sewed a denim skirt in 4-H and won a blue ribbon. But Marie’s story goes far deeper than fashion. After growing up in over 20 foster homes, she built her business through determination and grit. When she opened Marie’s Boutique nearly 30 years ago, she was balancing entrepreneurship with motherhood, raising young children while building a business from the ground up.
Then came a surprise twist: she discovered she was expecting twins right as the boutique opened its doors. Those twins, Kaity and Casey, would grow up to become the next generation behind Marmalade.
Growing Up in the Boutique
For Kaity, Marmalade wasn’t just a family business, it was her childhood playground and classroom. She and her twin sister grew up working behind the scenes, attending buying markets with their mom before they were even teenagers. By age 13, the sisters were already shaping the business by launching Marmalade as a younger, trend-focused extension of Marie’s Boutique.
“We wanted pieces that reflected our generation,” Kaity explains. “But we also wanted to be part of building something meaningful.”
Their early entrepreneurial training was hands-on. Marie famously gave the girls their first buying budget and let them select inventory themselves, a decision that taught them both accountability and creativity. Today, that same collaborative spirit still defines the brand.
Fashion Designed for Real Northwest Living
Marmalade’s curated aesthetic stands out for one key reason, it’s deeply rooted in Northwest lifestyle. The Widmeyers design collections with versatility in mind. Their philosophy blends personal style with practicality, ensuring women can move seamlessly from workdays to events to everyday life. Think statement dresses styled with boots, layered textures suited for changing seasons, and pieces that remain wardrobe staples for years.
“We want customers to open their closet and still feel excited about their clothes five or ten years later,” Kaity says.
A Boutique Built Around Motherhood
Marmalade’s commitment to women extends beyond clothing. The boutique intentionally creates a welcoming environment for mothers, a reflection of Marie’s own experience raising children while running her store.
Locations include thoughtful touches like comfortable nursing areas, stroller-friendly layouts, cozy lounge spaces, and even candy bars and toys for visiting families.
For the Widmeyers, they feel fashion should empower women rather than intimidate them.
“We want to remove barriers,” Kaity explains. “Sometimes women don’t pursue opportunities simply because they don’t know what to wear. If we can eliminate that stress, we can help unlock confidence.”
Investing in Style That Lasts
Marmalade’s Coeur d’Alene boutique and their new locations in Kendall Yards and beyond all have the same core approach to fashion – they focus heavily on high-quality investment pieces, particularly accessories like handbags, shoes, and jewelry. These will have a better cost per wear ratio, and become treasured staples for fashionistas of any age.
The sisters introduced designer handbags after Kaity famously purchased her first Louis Vuitton backpack with graduation money, a piece that later increased in value and sparked their interest in luxury accessories.
The brand carefully monitors quality and craftsmanship across every product line. If a designer’s standards shift, Marmalade isn’t afraid to move on in favor of maintaining customer trust. Their carefully selected inventory often features emerging global designers, including notable Danish labels and European fashion houses known for balancing modern luxury with wearable style.
Fashion with Purpose
While Marmalade thrives as a retail success story, philanthropy sits at the heart of the brand.
Marie began producing charity fashion shows decades ago, partnering with organizations such as domestic violence prevention programs, youth outreach nonprofits, and local community foundations. Over the years, the family has produced dozens of fundraising fashion events throughout the Inland Northwest.
Inspired by her mother’s work, Kaity founded Coeur d’Alene Fashion Week, mentoring hundreds of models and highlighting regional designers. The program has helped launch professional modeling careers and fostered creative opportunities for photographers, stylists, and artists across the region.
Beyond fundraising, the impact has been deeply personal. Participants have shared stories of newfound confidence, life-changing personal growth, and even finding the courage to leave unhealthy situations after gaining empowerment through fashion.
Expanding the Marmalade Legacy
As Marmalade continues to grow beyond it’s Coeur d’Alene boutique, its expansion reflects both demand and mission. The brand’s Kendall Yards location in Spokane introduces Marmalade’s curated style to a vibrant, growing neighborhood filled with creative energy and community spirit.
Meanwhile, their relocation to Grand Street in Brooklyn places the brand in one of the country’s most influential fashion hubs, connecting Northwest roots with global trends.
A Legacy of Style, Family, and Giving Back
The Widmyer’s remain deeply committed to the community that built them. For Marie and Kaity, Marmalade represents far more than fashion retail. It is a legacy built through family, resilience, mentorship, and community connection. Their advice to entrepreneurs looking to blend business with philanthropy is simple but powerful:
“Figure out what you love and what you’re good at,” Kaity says. “Then find ways to give both to the world.”
Nearly three decades after opening her first boutique, Marie continues to do exactly that – proving that fashion can be beautiful, meaningful, and transformative all at once.