Simplicity in Mind was launched in 2016 in downtown West Palm Beach as a vintage-inspired boutique. Simplicity in Mind’s founder, Rachel Calvelli started her career in fashion by working in a boutique while she was attending Parson’s School of Design in NYC. It was then that she decided she wanted her own space to express herself creatively. She went on to work for Bloomingdales setting up concept shops and display styling, but was concerned with the lack of human connection between brands and consumers. Rachel opened Simplicity in Mind to be able to truly connect and inspire people through visual arts and lifestyle storytelling also, to create a place that allowed her to express her creativity freely through fashion and styling. Simplicity in Mind sells clothing as well as jewelry, home decor items, and skincare all intended to induce a sense of nostalgia for lovers of timeless fashion + design.

Simplicity in Mind is more than just a shop, it’s a growing lifestyle brand for creative, entrepreneurial women who are dreamers and doers. And for career women always looking for high quality, in both their style and everyday life.  A woman who is looking for pure simplicity: From classic lines, soft fabric, or an effortless boho-chic look that can be taken anywhere.

Our customers genuinely inspire us, as they travel, as they create, and as they inspire others. We curate products uniquely suited to fit in with their lifestyle.

At Simplicity in Mind we pride ourselves on working with ethical suppliers. We source inventory from small business vendors in the United States and around the world. From the start Rachel has worked diligently to ensure that the focus of Simplicity in Mind is all about the customer experience, and is always searching for the best items to ensure that quality always come first.


USA- $8 shipping
Free shipping over $250

Overseas and Canada- $30 shipping
Free shipping over $250

*We do not cover costs of return shipping

A refund will be issued to the original form of payment up to 20 days after the order was received. The items must be in original condition with no stains, odors, or damages. We reserve the right to refuse refund if the garments are returned and do not follow the above criteria. SALE items, skin care, and candles are final sale.


Simplicity in Mind came from a fashion blog my sister created when she was in High School. I had no idea what I wanted to call the company, only that it needed to be a word or phrase that resonated with the products I wanted to sell. One day while I was at work the phrase “Simplicity in Mind” had popped into my head. Remembering my sister’s blog I called her and asked if I could steal the name from her and name my company!
My vision for the brand is a collection of things that I love. I have a soft spot for all things vintage, so you will find my collections are heavily influenced by vintage silhouettes, colors and designs.
Our ideal client is a creative free spirit. She’s a world traveler, someone who is naturally curious about the world + not afraid to stand out or take risks. She loves timeless design.
All over the world! I search endlessly for small businesses to purchase products from. As a small business owner it’s important for me to support other small businesses and find unique products.
Somewhere in Italy! Possibly Rome, I recently visited the city and fell in love. From the architecture to the Italian way of life, I’d love to have a brick + mortar there one day.
Consistency. I try to keep my aesthetic and products consistent. I’ve owned the business for 3 years now and I love how it’s developed into this sort of effortless feel, but also luxurious. I think when you keep things consistent that’s how people remember you and come back to shop with you over and over. I also am searching all the time for new brands to purchase from. I pride myself in finding unique garments that aren’t picked up by large corporate retailers.
Athena Calderone curator of Eye Swoon. I’ve followed her blog for years. She has an eye for deign and a beautifully curated lifestyle that I resonate with. I adore her style as well. She’s very couture, in a minimalist sort of way.
I worked in a small local clothing shop when I was in college. I loved how the owner was able to create a space all her own. Hand picked the merchandise, designed the layout of the boutique and decorated her entry windows with products and displays. It gave me inspiration to open my own boutique one day. I wanted to have a space that would allow me to be creative in more then one way and be able to connect with other people.
I try to stay away from pieces that are super trendy. I want my clients to have garments from Simplicity that will last them for years instead of pieces they buy and can’t wear next season.
Standing out is definitely very difficult. Also creating content. I do everything myself and throughly enjoy photography and creating content for my business. But, as you can imagine a business owner’s job responsibilities are very extensive. It’s extremely difficult to stay motivated all of the time and create content consistently.
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