Craig Smith

Craig Smith is the executive director of the Downtown Napa Association.

J.L. Sousa/Register

Indra Fortney, owner of Boho Lifestyle at 1012 First St., next door to Starbucks, lives and breathes fashion – the variety, the fast pace, the creativity and the ever-changing looks.

“We get new inventory every other day,” she said.

The store itself has been on a fast pace, having moved four times in just three years, thanks to the earthquake, construction and the opportunity to move to their new location. For Fortney, it’s all worth it if it moves the customer experience forward.

The name Boho, short for Bohemian, describes the way Fortney grew up.

“I was raised by a hippie mom who traveled the world, exposing me to different countries and cultures.” It’s given Fortney what she describes as a “wider lens perspective.”

Fortney’s creative spark originally led her to interior design. She opened La Vie Belle Interiors in downtown Napa, which allowed her to pursue design and sell furniture and accessories simultaneously. The store was a success, but she closed it to move to Finland with her husband.

She started a photography and interior design business there, and was doing quite well, but the couple was done with Finnish winters and ready to move home after three years.

“We had a total of nine hours of sunlight the first January I was there. Nine hours!” she said.

The two returned to Napa unsure of their next moves, but Fortney knew she wanted to re-connect with the Napa community she had grown so close to.

“Boho is cutting edge, trendy, free spirited,” she said.

“At Boho, you can be free to express yourself and be open to change.” Boho’s pricing makes it easy to stay current.

“Our average ticket price is around $40.” Boho likes to help customers with a complete look, styling outfits for day wear, date night, and work.

On the website there is a Style Advice section that includes body type suggestions and a page just for fashionable “mommies.”

Boho is a part of the Napa community, hosting fashion shows that have benefited the Goodman Library, Lake County fire victims, Do It For The Love and others.

Fortney has lived in Napa for years and is familiar with Napa traditions, but she also has a fresh, progressive attitude and vision. If Napa is moving in a new direction, Fortney is helping take it there. Boho is open daily from 10 a.m to 9 p.m and closes at 10 p.m. on Fridays and Saturdays. Visit or call 337-5870.

I’ll drink to that…

Ritual Coffee Roasters celebrates the opening of the Cup and Star, its new coffee bar, just around the corner from the existing Ritual Coffee counter in the Oxbow Public Market. Think of it as a bar, but with a curated selection of coffees and brew methods.

Trust the barista to delight you with something new or enjoy your old standby. Ritual fans need not worry – the existing coffee bar will be the same as always.

See you downtown!

Craig Smith is the executive director of the Downtown Napa Association. Reach him at 257-0322 or