The new Betty Lou Jean Co. in Astoria is striking—an exceptionally gorgeous clothing store from this writer’s point of view. Deep-stained wood shelves of rich-looking jeans cascade up to the dark blue cathedral ceilings. There's some jewelry and shirts too, for women and men, not a big collection, but all items I'd like to try on. The space is edgy-urban, yet classic, with light fixtures from Schoolhouse Electric (Betty Lou may be featured in the Portland light company's next catalogue). This place could be construed as a little shocking for us longtime residents who aren't used to such fancy things.

"These jeans are expensive," echoed another local woman on her first visit to the new Betty Lou Jean Company in Astoria. Shop owner, Lani Donovick, kindly took her time explaining to the woman that she chooses jeans for quality not price, that she must have products she can stand behind, and that its her mission to fit anyone who walks in her door in a pair of jeans, no matter their shape or size. The potential customer seemed satisfied with the explanation and pleased that Donovick could provide a pant for her short legs.

Yes, Donovick is selling 200-dollar jeans in Astoria (daily she says), but from this interaction, you can tell she knows what it means to do business in a small town—about the value of the individual customer. Donovick took her time opening a business, taking business classes at Clatsop Community College, researching the market, exploring the deli business and ultimately settling on a denim specialty store. Based on the number of north coast residents she says go to Portland or Seattle to buy clothes; Donovick believes she's filling a niche.

Furthermore there's an important intangible to what Donovick is doing—loads of passion, and energy for a belief in what Astoria is becoming, and fellow entrepreneurs who are stepping up.

"We're trying to make Astoria a place that’s beautiful and keeping it historic," said Donovick.

Donovick could have had a lot of other places, but ultimately settled on the Occident Building on Marine Drive, partly for the features including wood floors and high ceilings, but also because it was a place she could carry her vision to fruition, being involved in the build-out, part of a major rehab to the entire building.

When you see the Betty Lou Jean Company, or the construction of the vacant shops next door, it’s hard to imagine the mops, cleaning chemicals, house paint, and other supplies that used to line the shelves here when it was Astoria Janitor & Paper Supply. The company had been here since the 1960s until it moved to port property about a year ago.

"The nice thing about the building is nothing was done to it for the last 40 some years so all the original features were there," said building owner, Jason Palmberg.

Palmberg and business partner, Jeff Canessa, both of Astoria, bought the building about five years ago and had been waiting for the chance to give it a fresh, urban vibe. They overhauled the building's plumbing, electric, heating, and cooling systems, adding ADA restrooms, removed false ceilings, revealing 16-foot ceilings and original post and beams, refinished the original fir floors, uncovered the original storefronts, and their diamond-cut concrete entryways, added a new glass roll-up door, patched the cracks in the stucco and painted the exterior.

There are a total of seven spaces, with three for lease. Current tenants include Betty Lou, Farmer’s Insurance (there for about 25 years), Bit-N-Bytes Computer Service, and Palmberg and Canessa's office.

Palmberg is aware there are other commercial spots available for lease downtown, but he’s hopeful with the work he’s doing, he’ll be able to fill the vacant spaces in the Occident with other complimentary businesses that could feed off each other.

"The feel we're creating in the building is going to be different than most other stuff downtown," Palmberg said.

Palmberg says Donovick has taken what he and Canessa have done and enhanced it with her clothing store. It almost looks brand new, but it feels old. The name, Betty Lou, is part of that appeal and old time charm says Donovick, who named the store after her grandma who died at age 25. Black and white family photos adorn the shop and Donovick says her business is a tribute to her grandma.

Now that construction is complete and her doors are open, Donovick will be focusing on bringing in several new lines of jeans to her inventory of urban wear and would also like to add vintage denim, which would provide a more affordable option. Customers would bring in used denim and get a discount on new jeans.

Whether you’re in the market for 200-dollar jeans (they don't all cost that much, and there are cute shirts for around 40 bucks) it's worth a trip to Betty Lou Jean Co. to see a new business that may be a bit different than we’re used to, but nonetheless a great fit for Astoria.

History:
The Occident Building on 10th and Marine Drive in downtown Astoria was built in 1924, after the fire. The only photo we could track down is on the cover of Andrew & Steve’s menu. The restaurant, longshoremen's hall, and Hazel's Tavern were all tenants at one time. Owner, Jason Palmberg, has been searching for other photos. Got any?

left: Lani Donovick; right: The Jean Library