
Saratoga Business Journal
By Susan Elise Campbell
Frivolous Boutique owner Beth Jameson has proven that when it comes to shopping along Broadway in Saratoga, girls do just want to have fun.
On June 1st, Jameson marks 20 years of successfully navigating the challenges of a sole proprietor of a retail shop in a changing local economy.
Most of her tenure has been right on 385 Broadway, which she and Thomas Newkirk purchased jointly at auction in 2012. Newkirk developed the 20,000 square foot building. Jameson moved Frivolous Boutique into the storefront.
So many years later, Jameson remains true to her concept that often the best reason to buy something is “because it makes you happy.”
“The name ‘Frivolous’ can be defined as reflecting something you might want, but don’t need,” she said. “It may not be an impulse purchase, but one you have to have and feel good about.”
The boutique is designed so shoppers discover new and interesting items as they move through the space, she said.
“It has evolved to be more eclectic,” she said. “There are clothing items here, random items there, such as candles and dog gifts,” as well as jewelry, scarves, handbags, and other accessories.





