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Curated Collections

Hope for Flowers by Tracy Reece is a sustainable women's fashion brand founded in 2018 by acclaimed designer Tracy Reece. Rooted in her hometown of Detroit, the label blends her decades of fashion experience, including dressing icons like Michelle Obama and showing at New York Fashion Week. 

Pieces are made from eco-conscious materials like organic cotton, hemp, and bamboo, with low-impact dyes and ethical, small-batch production, including a Flint, Michigan factory employing women re-entering the workforce. Hope for Flowers has also been featured in Vogue, Elle, and Harper's Bazaar.

The collection sells out almost everywhere it's stocked. Primm's is proud to be one of the few boutiques still carrying Hope for Flowers by Tracy Reece. Shop sustainable dresses, tops, and separates made to do good while looking good.

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Discover Cult Gaia at Primm’s, where modern luxury meets wearable art. Known for its sculptural silhouettes, architectural details, and distinctive designs, Cult Gaia offers a curated collection of designer dresses, statement handbags, elevated separates, and accessories. From effortlessly chic everyday pieces to unforgettable occasion wear, each design blends contemporary sophistication with artistic expression. Shop Cult Gaia at Primm’s for bold, feminine fashion that makes a statement.

Meet the Owner

Amie Primm Havens is the founder and owner of Primm’s, a curated women’s boutique in Winston-Salem, North Carolina. After more than two decades in banking, she turned a lifelong love of fashion into Primm’s in 2021. That passion started early, with school outfits mapped out on a monthly calendar, and years of living in different cities in the U.S. and abroad refined it. Amie hand-selects every piece in the shop, with a soft spot for emerging and NC-connected designers.

Her styling philosophy centers on honesty, versatility, and complete outfits. She encourages women to embrace their individual style rather than conform to outdated rules about dressing for their age. Her own look is classic, modern, and a little bold. Beyond fashion, Amie is a devoted dog rescuer who gives back to animal charities. In the shop and in the community, she leads with genuine care, and the women she styles leave confident and eager to come back.