Kim Wolle (left) of Eagan opened Jewelry Heaven in Apple Valley with resident Noreen “Boomer” Groves after being laid off from her full-time job. (Katie Mintz - Sun Newspapers)

The cash drawer coated in beads and jewels at a new boutique in Apple Valley holds more than money. It tells a story.

"Anytime anything broke, she'd stick a rhinestone on it," said Kim Wolle of Eagan, who learned the decorating skill from her mother. "Mom would be proud."

Wolle and Noreen "Boomer" Groves of Apple Valley recently opened Jewelry Heaven, 14113 Galaxie Ave., Apple Valley, after the recession turned other plans around.

Wolle was laid off in February from her full-time job as a purchaser for Richfield Flowers & Events.

Old friends from a singles volleyball league, Groves recognized Wolle's business card this summer at the Minneapolis Farmers Market where they were both selling overstock department store jewelry.

When the weather turned cold, they came up with the idea to open the indoor shop. Located next to Piston Pete's Andy's Market, they bring together their lines - Groves' flashy bling and Wolle's more subdued styling - along with soaps, scarves and seasonal d/cor from other vendors.

Wolle and Groves purchase overstock jewelry from a supplier and repackage it for sale. Most of the more than 1,000 items are marked down 75 percent from retail and run $5 to $25. Some pieces are $50 and up. The store accepts cash or check only.

Wolle said since losing her job she's thanked her former boss for opening a new door.

"I feel grateful everyday," said Wolle. "This is my favorite way to make a living but a lot of people would be too scared to do that."

"Not everyone is so lucky to run into something they really like," said Groves, an entrepreneur and local event planner.

With "prices so heavenly they're sinful," Groves said Jewelry Heaven provides an affordable luxury for those struggling in the down economy.

"People maybe can't take vacations now, but they can afford little fun things to treat themselves," said Groves.

Groves and Wolle hope to make the store a social gathering space as well, and will host a Girls Night Out event 6-10 p.m. Monday, Nov. 19. They also invite window shoppers in to just browse or bring coffee from the gas station next door to sit and sip.

They opened Oct. 23 and said their customer base has grown considerably in the first week by word of mouth.

"People will come in and call their girlfriends and say you have got to get in here," said Wolle. "That's really neat."

"I love it," said frequent customer Jodie Kipfer of Apple Valley. "It has such a great assortment and array of things and the prices are fabulous."

She was shopping for jewelry for her daughter's wedding Wednesday, Oct. 28, but also suggested the boutique for men in need of gifts.

"Everybody should come in," said Kipfer.

Wolle and Groves plan to sell their wares at the location through the end of the year.

Jewelry Heaven

Owners: Kim Wolle and Noreen "Boomer" Groves

Address: 14113 Galaxie Ave., Apple Valley

Featured products: Overstock jewelry and gifts

Years in business: Opened Oct. 23

Hours of operation: 10 a.m.-8 p.m. Monday-Friday, 9 a.m.-8 p.m. Saturday and 11 a.m.-6 p.m. Sunday

Information: 612-581-4310 (Kim) or 612-275-0590 (Boomer)

Groves and Wolle hope to make the store a social gathering space as well, and will host a Girls Night Out event 6-10 p.m. Monday, Nov. 19. They also invite window shoppers in to just browse or bring coffee from the gas station next door to sit and sip.

They opened Oct. 23 and said their customer base has grown considerably in the first week by word of mouth.

"People will come in and call their girlfriends and say you have got to get in here," said Wolle. "That's really neat."

"I love it," said frequent customer Jodie Kipfer of Apple Valley. "It has such a great assortment and array of things and the prices are fabulous."

She was shopping for jewelry for her daughter's wedding Wednesday, Oct. 28, but also suggested the boutique for men in need of gifts.

"Everybody should come in," said Kipfer.

Wolle and Groves plan to sell their wares at the location through the end of the year.

Jewelry Heaven

Owners: Kim Wolle and Noreen "Boomer" Groves

Address: 14113 Galaxie Ave., Apple Valley

Featured products: Overstock jewelry and gifts

Years in business: Opened Oct. 23

Hours of operation: 10 a.m.-8 p.m. Monday-Friday, 9 a.m.-8 p.m. Saturday and 11 a.m.-6 p.m. Sunday

Information: 612-581-4310 (Kim) or 612-275-0590 (Boomer)