A new boutique opened July 15 in Rollingwood, selling designer hand bags, shoes and high-end clothing.

And it was all donated.

The GW by Goodwill is a small, boutique-style store that was added on to the current donation point at 2814 Bee Cave Road. It carries a mix of designer labels and high-end, name-brand clothing, as well as books, home décor and accessories.

“When people walk in, the first thing they ask is if this is Goodwill because it’s so different,” said Amanda Leon, an employee at the new location. “Sales are good and donations are almost overwhelming.”

The concept for the GW was developed by the team at Goodwill Industries of Central Texas, said Liz Moise, director of marketing for Goodwill. The small, boutique style location on Lake Austin Boulevard has been successful and Goodwill wanted to do something similar in Rollingwood with a distinctive new brand.

“It’s a prototype store for Goodwill,” said Michael Espinal, the store’s manager. “It’s a boutique store with a high fashion look.”

Clothes that are donated at the shop will stay in the shop if they make the quality cut.

“It’s our goal for stores to sustain themselves,” Moise said.

At 1,200 square feet, the new location is the smallest in the Austin area, but careful design touches have made the space feel cozy and intimate. Prices typically range from $3 to $36 for most items, with more unusual items going for a bit more, said Espinal. So far, purses and shoes are the most popular items.

“I think it’s fabulous and exactly what Westlake needs,” said Karen Bryant, a former Westbank resident in for a visit from Los Angeles. “Everyone is looking to tighten their belts. I think they are going to quickly outgrow this space.”

That would certainly be a welcome surprise for the nonprofit organization that is dedicated to providing job-related services and opportunities to people in the area.

“The more money we can make, the more good we can do for the community,” Espinal said.

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