Exclusive BagBar™ and even Detroit -themed merchandise will be sold at a storefront downtown.
The owner of Vilah Bloom is making a Motor City debut this year at 1435 Farmer Street in Parker’s Alley. It follows the success of their locations in Walloon Lake and Traverse City. Owner Jackie Garrett told What Now Detroit the team is hoping to open around Memorial Day weekend, with plans to open selective franchise opportunities in the future.
Founded 16 years ago by Boyne City native Jackie Garrett, Vilah Bloom first gained national attention with its patented diaper bags featuring built-in wet wipe dispensers. The brand quickly expanded through major retail partnerships and a successful direct-to-consumer online presence before evolving into an experience-driven lifestyle brand.
In 2024, Garrett opened Vilah Bloom’s first retail location in Walloon Lake Village, introducing customers to the company’s signature interactive shopping experience. At the heart of each store is the exclusive “BagBar™,” where guests can design one-of-a-kind handbags by selecting a bag, mixing and matching colorful straps, adding charms, and personalizing pieces with monograms. Customers can also create charm jewelry — including necklaces, bracelets, earrings, and keychains — with endless combinations to reflect their own style.
“Detroit was always on my list for opening a store, we were excited when the space became available,” Garrett said. “It feels like the correct lateral move for our brand. Growing up as a huge Tigers and Piston’s fan, it only feels natural to open a store in Detroit.” Garrett added that the Detroit location will encourage customers to get creative with both handbags and jewelry, including Detroit-inspired designs. The company also hopes to introduce
Detroit sports-themed options in the near future, allowing guests to add their favorite team logos to their bags and accessories. The store is under construction on the west side of Farmer Street, close to Comerica Park where the Detroit Tigers play. The Aroma Labs perfume store is also at this stretch of stores. Restaurants on this side of the street Penny Red’s and The Brakeman beer hall.
Garrett said the space will be able to accommodate events such as bachelorette parties, graduation parties and corporate events. She will be providing opening updates for the community on the Vilah Bloom Instagram page.
