Founder of Boho Clothing Brand Böhme Shares 4 Simple Style Shifts for Women over 50: ‘Trends Aren’t about Age’
Founder Vivien Böhme, 43, went from cleaning offices at night to building a popular chain of stores—here she shares her easiest style upgrades for midlife
Key Takeaways
- Vivien Böhme built her brand from nothing, funding it on a credit card with no savings.
- Böhme pivoted from modest faith-based clothing to affordable trendy denim and basics.
- Vivien says bootcut jeans are universally flattering and a must-have for women over 50.
If you haven’t heard of Böhme, the boho-chic women’s clothing brand popping up in malls all over the West, you will. It’s becoming a go-to spot for women of all ages to find low-cost, trendy denim, dresses, jackets, blouses, sweaters, skirts and more. Think Anthropologie or Free People meets Pioneer Woman vibes—without the high prices. The store, founded by Vivien Böhme and her sister Fernanda, has gained a huge following by spotting what women are wearing right now and making it affordable, flattering and wearable.
Vivien Böhme’s inspiring origin story
Vivien, 43, grew up helping her immigrant parents clean office buildings at night. The family moved to Utah from Brazil when she was a child, and she learned early the value of hard work—and the importance of doing whatever it takes to help the people you love.
Years later, that same hustle helped Vivien create the business that changed her family’s future. Böhme got its start back in 2004, when Vivien and Fernanda were in their 20s. Fernanda wanted to go to fashion school, and Vivien tried to talk her out of it. Then, one day, when Vivien was in the shower, she had an idea: If no one was making stylish, modern clothing for women in their faith community, why not make it themselves? It took her two years to convince Fernanda to join her.
The two started with nothing. Money was tight, recalls Vivien: Cars were repossessed, she filed for bankruptcy and the business was funded on a credit card. “We funded Böhme with an American Express card—zero out of our pocket…We didn’t have any.”
That scrappy beginning set the tone for what came next—and why Vivien is still famous inside her company for her belief in pivoting fast, working hard and always listening to the customer. Read on for more about Böhme, and for Vivien’s top fashion tips for women over 50.
From a simple idea to a major pivot
Raised in the Mormon church, Vivien wanted to create modest but fashionable clothing for women of her faith. As she and Fernanda, who studied fashion at Salt Lake Community College, worked to make Vivien’s dream a reality, they quickly realized that women didn’t want what the sisters were offering. They wanted to buy jeans and T-shirts at a price point they could afford. Vivien listened.
“We had to do a complete pivot right in the beginning,” recalls Vivien, now a mother of five (and grandmother of one). They quickly decided to start selling jeans, T-shirts and other trendy clothing at low prices. And it worked. Over the next 20 years, Vivien’s idea turned into Böhme, which now has 14 stores in 4 states and a booming online business.
Böhme’s path to success
With a house full of young children and her extended family depending on her, Vivien was under a lot of pressure. The mindset that drove her: “If I go down, my parents go down, my family goes down, everyone goes down,” she recalls thinking at the start. “I can’t have that. So failure is not an option.”
So she kept working: days, nights, weekends, holidays…Success came on Black Friday in 2009. “The week before, I couldn’t make payroll. I had to dip into my savings,” she recalls. When the malls opened on the retail industry’s biggest day, Vivien was there, watching shoppers flock to big-name chains like Victoria’s Secret and Bath & Body Works for doorbusters, freebies and other deals. But then, they headed to Böhme. “We had a line from the register to the door for four or five hours nonstop,” she recalls. “That was the moment I knew we’d be okay.”
Why Böhme works for women ages 16 to 60+
Today, Böhme shoppers range from ages 16 to over 60. The gorgeous, sprawling stores sell an assortment of pieces, from miniskirts and blazers to the jeans of the moment, shoes, tees, tanks, dresses for every occasion and more. Vivien’s philosophy is simple: “Certain trends aren’t about an age—it’s about a mindset,” she says.
Her goal is to be shoppers’ “Monday through Sunday” solution: You can find something to wear to work, an outfit for a night out with friends and a cute dress to wear to church. “I don’t like the idea of ‘I have to go to this store to get this piece of my wardrobe, and have to go to that store to get my piece of the wardrobe,’” says Vivien of making Böhme a one-stop shop.
Vivien Böhme’s fashion tips for women over 50
Getting dressed over 50 isn’t about following rules or dressing in an “age-appropriate” way, says Vivien. “It’s about making your closet work harder for you. At this stage, style should feel easier, more flattering, and less stressful.
Here, her 4 style shifts for looking fashionable in midlife and beyond.
1. Clear out your closet
“The first step to dressing better is removing what doesn’t serve you,” says Vivien. “If something is sitting in your closet, chances are you will try to make it work again, even if it no longer fits, flatters or matches your lifestyle.
Her advice: Let go of anything overly trendy, uncomfortable, worn out or tied to a version of your life that no longer reflects who you are.
2. Invest in elevated outerwear and basics
“Elevated basics and polished outerwear can transform even the simplest outfit,” says Vivien. “ A great trench, a structured blazer, a chic wool coat, a crisp white shirt, a flattering knit and well-cut trousers can carry your wardrobe through most of the season.”
And you don’t need to spend a lot on these basics—just make sure they fit. “When the foundation of your wardrobe is strong, everything else becomes easier to build.”
3. Pull out your bootcut jeans
“Bootcut jeans are having a moment, and for many women over 50, that is very good news,” says Vivien. “They’re one of the most universally flattering denim shapes because they balance the hips, elongate the legs and work beautifully with boots, loafers and low heels. A dark-wash bootcut jean paired with a fitted knit, blazer or simple tee instantly feels classic and current.”
4. Consider a uniform
One of the best ways to take the burden out of getting dressed is to create a few go-to outfit formulas, or uniforms, says Vivien. “They save time, reduce stress, and ensure you always have something ready to go.”
Some ideas:
- For running errands: straight or bootcut jeans + clean sneaker + fitted tee + lightweight jacket
- For lounging/airport days: matching knit set + soft layer + sleek tote
- For date night: dark denim + flattering blouse + heeled boots + statement earrings
- For a night out with friends: black pants + silky top + blazer + low heel
“The point is not to wear the exact same thing all the time, but to know what works so well that you can repeat the formula without overthinking it,” says Vivien. “When you have a uniform, getting dressed becomes simple instead of draining.”
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