Since Lynne Francisco opened her first store in Athens, Ohio, eight years ago, Miami University students visiting Ohio University have asked her to open her boutique, Figleaf, in Oxford. Students' requests were answered in late August when the shop featuring trendy clothing and accessories for female college-aged women moved into 111 W. High St., replacing a cell phone store. Figleaf is about simplicity and class - the store is quaint and attractive. Francisco said her store has been popular in Athens with its classy trends and reasonable prices. "Figleaf has very original clothing - everything is trendy and chic," Ohio University senior Jessica Burkhart said. "They get new styles in all the time." Ryan Wyrick, Oxford's economic development director, believes Francisco's venture will be successful in Oxford. "I believe Oxford has a challenging but rewarding customer base, and that a variety of business types could do very well in this market if they provide a good product at a reasonable price," Wyrick said. "It will also be important for Figleaf to raise community awareness of their products through marketing." Francisco said she has an understanding of her target customers, especially since she has worked in another college town. She does not advertise her store - she depends on word of mouth. The clothes are reasonably priced. Tops average $20, while a pair of jeans will not run over $50. "You will never find jeans priced at $100 in my store," Francisco said. Figleaf sells clothing, purses, belts, jewelry and watches. Francisco said business has been good so far. "Girls love to shop," she said. "They will find me here."