This is the ""casual"" Heidisays store and I love it! Just like the other two stores they have on Fillmore the clothing is so beautiful and current and the atmosphere couldn't be more friendly and low-key. The sales associates are incredibly helpful, approachable, and clearly in love with fashion! The lines are so well chosen, it is like having a personal shopper pre-select your clothes for you. Everything I buy from Heidisays really endures from season to season The selection is well edited so you never feel overwhelmed. The service is fantastic and they are wonderful in helping to pull an outfit together. I always leave Heidisays feeling happy and excited to show off my new looks! They also have a shoe store and a main store on Fillmore Street all within walking distance to each other which is great to complete your whole look at once. Love, love, love these stores!