A new store opening Saturday on the busy corner of River Crest Drive and Appleton Avenue in Menomonee Falls may have some customers saying, “Ooh la la.”

Of course it’s because the store is called “Ooh La La…Accessories,” but the store’s selection of women’s hand bags, jewelry, scarves and other accessories may have some customers making a similar exclamation.

Owner Kim Riley, of Hartland, initially opened the first Ooh La La location two years ago along Main Street in downtown West Bend. The Falls location, at W176N9356 River Crest Dr., is her first expansion venture.

Riley said the motto at her store is, “where adorable is affordable.” Of the numerous tables filled with bracelets, handbags, hats, scarves and other accessories, one would be hard-pressed to find anything above $50.

“I know there’s a market out there right now for reasonably priced accessories because not everyone in today’s economy can afford to purchase a whole new outfit,” Riley said. “Sometimes purchasing a few accessories can update an outfit, and women are happy doing that.”

Riley chose to open a second location after business boomed to the north in West Bend. Nestled amongst Panera Bread, Starbucks and Noodles and Co., Riley’s business is in one of the busiest daytime locations in the village. She’s optimistic that the Falls location will experience a similar boom.

“The West Bend store has taken off so fast and done so well, I knew I wanted to add another location,” Tiley said. “Over the past 10 years, Menomonee Falls has really expanded, and I think the area can handle another business like mine.”

Despite having a big-box retailer like Target just seconds away across the street, Riley said she can go toe-to-toe with any large retailer’s prices. Riley added that all her items are rather unique – so you won’t bump into someone with the same new necklace.

“The store is also color-coded. Each table has a variety of accessories grouped by their color, rather than the product itself,” Riley said.

For years, Riley was a stay-at-home mom, but had a background in fashion. Once her daughter left for college, Riley decided to get back into doing what she loved and opened her first store in West Bend.

And despite the negative reports circulating about the economy and its effect on small business, Riley said her business is thriving.

“I’ve been fairly surprised by the success so far,” Riley said. “But it’s about keeping products fresh and new, finding something you haven’t seen before and but keeping it at the right price point.”

Riley will be open for her first official day of business from 9 a.m. to 7 p.m. Saturday, which will be her normal Saturday hours. Ooh La La will also be open from 10 a.m. to 8 p.m. Monday through Friday, and 10 a.m. to 5 p.m. Sunday.