Love, Jude's heart is growing.

The Magnolia Springs clothing boutique is adding a second brick-and-mortar location this summer.

Lifelong friends Carrie O'Connor and Judy "Jude" Collins opened their dream boutique in 2023 after testing their model with a boutique truck. The dynamic duo have spent months hustling to grow their business by hosting unique events at their shop and popping up around the county with the truck.

This summer, the duo will open their second boutique in the new Portside on Main development at The Wharf. The new development is currently under construction, but Collins said they have been told it will be open in July.

"It felt like a natural progression," Collins said about the decision to expand to The Wharf.

"We had done some pop-ups there for their holiday markets and things and always did really well," said Carrie O'Connor. "When you own a business here on the Gulf Coast there are three distinct markets to hit. You have your residents, second homeowners and tourists. We have one of those cornered at Magnolia Springs because we service Foley and Fairhope residents and the ladies of Magnolia Springs."

O'Connor said Magnolia Springs will serve as their hub or mothership. The store has over 2,000 square feet, giving them ample space to run their online boutique shipping and back stock.

Some fun new changes are coming to the flagship store in Magnolia Springs as well.

"We have a partner that is joining us that is going to do home décor and vintage antiques," O'Connor said. "We will start broadening what we offer at that store."

The duo consider the Magnolia Springs location a destination store. The large former residential home is spacious, but the property is massive. They plan to use the acreage outside the shop to host events, markets and fun.

"There will be lots of reasons to stop there (Magnolia Springs) but we want to capture that customer that we are not getting now," O'Connor said. "The tourists and some of the second homeowners that are here for a limited amount of time that don't have a chance to drive to Magnolia Springs."

While the Orange Beach location is under construction, The Wharf has made space for the Love, Jude boutique truck. The truck residency began Saturday, Feb. 10. Collins and O'Connor are excited to begin building their brand at The Wharf while they keep an eye on the new store's construction.

The Orange Beach location will have a distinctive style but the Love, Jude mission is the same: providing beautiful clothing to women in their 30s, 40s and beyond that is flattering and makes you feel confident.

"We are tailoring a little bit toward the resort wear but resort wear that is relaxed," Collins said. "Linen that is easy and comfortable that you could pull on over your swimsuit but put a cute sandal with it and wear it to dinner."

They have found some unique and fun lines at a great price point that will fill a hole in the market at The Wharf. Think casual beachy in an upscale way.

"We have tons of stuff that has already come in, so we are going to have it on the truck ready for everybody getting ready for spring break," Collins said.

If you are at The Wharf and see something in the truck that you love but didn't buy, you can visit the online store at lovejudeclothing.com and have it shipped to your home. There are no excuses to have nonbuyers' remorse.

Enjoy shopping online but picking up your order? The Love, Jude website added the option for customers to pick up in-store at Magnolia Springs or the truck at The Wharf.