On a stretch of Grand Avenue better known for its small-town charm than flash, a new storefront is softly glowing—inviting, unhurried, and unmistakably intentional. FYIE Boutiques has officially opened in downtown Mars, bringing with it more than clothing racks and curated accessories. It brings a philosophy.
FYIE stands for Find Your Inner Empress, and owner Josette Gastonguay means that quite literally.
“I’ve had to rebuild my life a couple times,” Gastonguay said. “In doing that, I had to rediscover my own confidence. FYIE grew from that idea—helping women feel strong again, from the inside out.”
That sense of purpose is evident the moment you step inside her boutique.
Inside: Calm, Color, and Confidence
The interior of FYIE feels more like a thoughtfully designed space than a retail store. Soft lighting washes over textured fabrics. Floral patterns, rich colors, and natural materials repeat gently throughout—mirroring Gastonguay’s own love of color and timeless design. Clothing is spaced intentionally, never crowded, encouraging shoppers to slow down, touch the fabric, and imagine pieces as part of a long-term wardrobe rather than a fleeting trend.
Luxury handbags sit alongside European-inspired apparel. Many pieces are made from 100% cotton or sourced from Italy and independent U.S. makers. Gastonguay describes the aesthetic as “quiet luxury”—items that feel good on the skin, wear well over time, and can be styled dozens of ways.
“I want someone to buy one piece and be able to wear it with twenty different accessories,” she said. “That’s sustainable fashion. That’s confidence.”
Outside: A Warm Welcome on Grand Avenue
From the sidewalk, FYIE blends seamlessly into downtown Mars while still standing out. Large display windows frame carefully styled mannequins, especially striking in the evening glow. In winter, soft lights and seasonal decor spill warmth onto Grand Avenue, pulling passersby toward the door. The storefront doesn’t shout—it invites.
Mars Mayor Gregg Hartung said FYIE’s arrival is a welcome sign of the town’s continued growth. “Being a Mayor of a small town, it is one indicator of several that a community is doing well when storefronts are full. Mars welcomes new businesses and their owners because there is a renewed vitality for everyone when this happens. So it was nice to be part of the grand opening of FYIE on November 29th and what it offers for women in our area,” said Hartung.
Gastonguay says Mars felt right long before the lease was signed.
“I was a vendor at Mars maker markets before I ever had a storefront,” she said. “The community welcomed me before the business was even fully formed. That mattered.”
More Than a Boutique
While FYIE sells clothing and accessories, Gastonguay is clear that sales are not the goal—they’re the outcome of something deeper. She speaks openly about customers who have cried in the shop, surprised by how seen they felt while trying on something new.
“Clothing can help someone stand a little taller,” she said. “It’s not about selling—it’s about helping someone rediscover themselves.”
That personal touch, she believes, is what sets small boutiques apart from national chains. At FYIE, customers aren’t just buying a brand—they’re connecting with the person behind it.
Looking Ahead
Gastonguay has been in business for four years and also maintains a second location structured as a shared vendor space near Pittsburgh’s waterfront. But the Mars boutique marks a new chapter—one rooted in community, patience, and long-term vision.
FYIE doesn’t chase trends or rush markdowns. The pieces on the rack today are meant to be worn year after year—or passed down.
“We’re not selling the outfit of the moment,” Gastonguay said. “We’re selling the piece you give to your daughter someday.”
For downtown Mars, FYIE Boutiques adds more than another storefront. It adds intention—and a reminder that confidence, like good fashion, is something worth investing in.
FYIE Boutiques is located on Grand Avenue in downtown Mars.