The Niche, a Reno-based home décor, clothing and gift boutique, will open a second location in Truckee on Friday, Nov. 7 at 10 a.m.

Owner Jamie Getty, 47, opened the original store in 2004 in the Shopper’s Square on Plumb Lane.



“We started out as an off-price outlet,” says Getty. “But we evolved into a more fashion forward, price-driven boutique. We’ve been successful by offering high-style goods and clothing, but with affordable price tags.”

Getty is partnering with Reno resident Kelly Memon, 29, to open and operate the Truckee location.



The Niche has relied primarily on word-of-mouth advertising to increase its customer base. Getty says she believes the store will be a great fit for Truckee.

“Truckee has become a destination shopping experience,” says Getty. “The historic area brings so much tourist traffic and we believe we can offer a unique new shopping location that both tourists and locals will appreciate and enjoy.”

The Niche in Truckee is located at 10164 Donner Pass Road, unit 1, in the Truckee Town Square shopping center. The store will open Nov. 7 at 10 a.m. Getty says a grand opening celebration will be planned for a later date. 587-3100.