Style/Shopping: Madam Butterfly Spreads Its Wings


While many of Sacramento’s boutiques closed shop in 2009, Madam Butterfly did something unexpected: It expanded. In November, the Pavilions women’s wear retailer opened a second location at the Fountains shopping center in Roseville. Called MBMB (for Madam Butterfly Mini Boutique), the store shares space with Article Salon and Spa, a full-service hair salon that previously operated its own boutique in the space. “We worked out a partnership,” explains Madam Butterfly owner Denise Masunaga, noting that the salon’s owners wanted to get out of the boutique business “to concentrate on what they’re best at.”

MBMB carries the same designers and brands as its Sacramento sister store: Diane von Furstenberg, J Brand, Joe’s Jeans, Michael Stars, Cynthia Steffe, Elizabeth and James, Haute Hippie, Kersh and Riller & Fount, to name a few. Masunaga says she hopes the new location will attract a whole new set of customers. “Roseville has a different demographic from Pavilions,” she notes. “Lots of young moms and single girls.”