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Posted: March 19, 2009

Denver boutique owner featured in recession-friendly ad

Sarah Penewell, owner of Sarah Boutique, handpicked by host of cable TV's "What Not to Wear"

Patricia Kaowthumrong

Wearing a black wool, a-line dress with a keyhole front, Sarah Penewell, owner of Denver's Sarah Boutique, is among 10 boutique owners featured in a recession-friendly ad campaign for Woolite laundry soap. The idea: Launder your clothes correctly for longer wear.

"In a tough economy it is important for me to help my shoppers become smart shoppers," says Penewell. "Women spend so much time finding the look, we should make that extra effort to educate them on how to keep their looks looking new, longer."


Sarah Penewell

Handpicked by "What Not to Wear" cable TV fashionista Stacy London, Penewell, and her shop's "eclectic feminine" style, are now the focus of national attention.
The campaign consists of an online "look book" that offers fashion guidance as well as answers and solutions on how to launder different fabrics. In it, Penewell lists of her "fashion favorites," fashion icon (Scarlett Johansson) and style advice, "You can never go wrong with the classics."

Penewell's Washington Park boutique opened in 2006 and was voted "most affordable" in the 5280 magazine's 2008 Top of the Town survey.

"Sarah's contributions to this program offer a snap shot of Denver's style", says Laurie Labesque, marketing director of WooliteR, Reckitt Benckiser Fabric Care.  She's not only an entrepreneur, Labesque said, but also a trendsetter.

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Patricia Kaowthumrong is a student at the University of Colorado School of Journalism and Mass Communication. Contact her at

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