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Girls Run the</br>World at Myrtle

Whitney Bickers is a real girl’s girl. Not only does she have killer fashion sense and a sharp eye for unique finds, she’s a mother and a small business owner who built her entire company on the basis of supporting other female indie designers.

Myrtle is a feminine fantasy world of stylish goods from around the world that include apparel, accessories, home wares, stationery, apothecary, and vintage finds. The all-pink boutique nestled in Echo Park carries tons of colorful cult favorites, like Dusen Dusen, Samantha Pleet, and Baggu, but you’ll always discover a new favorite designer while you’re there. It’s what I love most about the shop.

Before opening the doors in 2011, Whitney cut her teeth in the film world. Her experience in a very male-dominated world is what helped inspire the concept for Myrtle. “When I started my own project, it was a backlash to this — wanting to do something really small and celebrating women creating things. I had always loved fashion but was afraid to go to design school when I was younger, so when I realized I had a talent for seeking out and sharing other designers' work, the store idea really came together for me.”

hanging clothes

Tumblr was the testing ground for her new idea, and when Whitney received such positive response, it gave her the courage to make her dream a reality. So she decided to name Myrtle after her great-great-grandmother, and the rest is history.

We wanted to get to know Whitney more so we asked her some fun questions. Find out what’s currently on this cool girl’s playlist, who her heroines are, and more.

My proudest moment at Myrtle was: This is so hard for me! I think it's constantly evolving; opening the doors was huge and I have so many proud milestones, but because it's the freshest, I would say getting back the first Myrtle sample top from the seamstress.

*Editor’s Note: These tops will be available to shop exclusively on AOS soon so check back!

(I wanted) to do something really small...and celebrate women creating things.

full shop

My most prized possession is:

Family jewelry; I wear my mom's high school class ring and my engagement ring was a ring of my grandmother's

I can never have too many:

Vintage dresses

I would never be caught dead:

On a karaoke stage

One thing people would be surprised to know about me is:

I consider myself shy and camera shy


My superpower is:

Transferring sleeping baby from carseat to crib!

My heroines are:

My mom, my grandma, Catharine Deneuve and Lorelei Lee

Currently on my playlist:

70’s classic rock

The last book I read was:

The Robber Bridegroom by Eudora Welty


The best trip I ever took was:

A family vacation to Sicily

The best-kept secret in Echo Park is:

Not really a secret, but the (Echo Park) Lake; every time I go I am still in awe that such a little oasis exists in the city.

I'm happiest when:

I manage to find a balance of work and baby time, a true rarity

Words of advice:

From my grandpa: "When you don't know what to do, work."