HOLLAND—on Thursday, April 30th, the downtown shopping scene will add a new destination: Vulpine. This curated boutique brings a fresh outlook to everyday items such as clothing, home decor, beauty products, and giftable pieces. The product options are not just about beauty, though. They’re about ease and specialty, but without the cost of being too much or overly complicated. It’s simple. It’s unique. It’s effortless.
Andrea DeVos Abraham, founder of both Vulpine and Woosh Beauty, explained the origins of the brand through her own thought process: “I’ve always appreciated beautiful things, but I’ve never believed life should be more complicated because of them.”
As consumers, we're programmed to want what’s the best, or to have the most, or be up-to-date with the trends that come-and-go. That’s consumerism as we know it today. But Vulpine aims to slow us down; it’s a reminder that we don’t necessarily need more options, we just need better ones.
Andrea realized this idea whilst creating her brand, Woosh Beauty—a makeup line with the goal to “take the stress out of makeup.”
As one of her newest projects, Vulpine aims to extend this mindset, even beyond beauty. “It’s a store built around thoughtful curation—clothing for both women and men… with pieces that feel special but still live easily in your real life.”
Vulpine—while the word itself may not be familiar to most of us, we might actually have a better sense of it if we opened a Dutch dictionary. It translates to “fox-like.” So where exactly did the name for the store come from? Andrea says the name is “a quiet nod to my family.”
“I loved the idea of using a word that feels a little unexpected but still rooted in something personal. It’s not overly literal, but it carries meaning—and that felt very aligned with the brand,” she said.
And once again, it’s just a little something unique. Much like the items you’ll find in the store.
This is a place you’ll want to slow down, take notice of each tiny detail, and just feel at-ease. “I want it to feel like walking into someone’s home—or maybe their very well-edited closet,” Andrea said.
“It’s the kind of space you want to take your time in,” she said. “Where you find things you didn’t know you needed but end up using constantly. Where getting dressed or picking out a gift feels easy instead of overwhelming.”
It’s a place where you might step into once, take a quick glance, and exit… and then find your way back, making frequent visits, or lingering a bit longer each time. There’s always something to set your eyes upon, whether that's a new clothing staple or unique home decor piece. It might become your quick stop to restock your favorite makeup palette or your go-to spot for when you’re in need of a one-of-a-kind gift for someone.
What you’ll find here is a combination of many different things. “We carry a combination of emerging brands, under-the-radar finds, and a few more established names. The goal isn’t to be everything to everyone, it’s to be very specific curated and considered,” Andrea explained.
It isn’t your plain, run-of-the-mill department store. It’s a curation. It’s meant to be specific, tailored, and fitted. The items here won’t be mass-produced nor unadorned. “Everything is chosen to feel cohesive, useful, and worth having,” she continued.
The hope is you come across a piece of clothing that looks amazing but feels even more amazing when you put it on. The store will be layered with pieces for the home, small gifts, and of course, collections from Woosh Beauty. “So whether you’re shopping for yourself or picking something up on your way to dinner or to a friend’s house, it all lives together naturally.”
For anyone who has experienced Holland, whether having lived or visited here, knows the type of feeling it has. It’s not only beautiful. It’s familiar. It’s inviting. It has a charm to it. The people who visit here tend to come back time and time again. The sense of community is what truly defines it. The small businesses thrive here because people love them.
The placement of Vulpine here is a thoughtful one. It was more of a return to home than it was choosing a place to open a store. Andrea explained, “Holland has been a part of me and my family’s lives for a long time. I’ve spent my summers here growing up, so it’s also held a certain feeling for me—one that’s hard to fully put into words.”
The idea behind Vulpine comes from a “pretty simple place.”
In Andrea’s words, “The purpose is to make getting dressed, getting ready, gathering, gifting, everything... feel a little more effortless and a lot more enjoyable.”
There will be a grand ribbon cutting ceremony on Thursday, April 30th at 3:30 pm to celebrate the opening of the new store.
Sierra Ozolins is a West Michigan native, currently a student at Hope College. As an athlete, she is passionate about fitness—from running to weightlifting. With a interest for politics and lifestyle, she is intrigued how local culture, community, and everyday events shape the world around her—often with an iced coffee in hand and her dog by her side.
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