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Meet the man bringing women’s fashion – at discount prices – to Broad Street

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Raysean Edwards is launching another retail venture on West Broad Street. (PHOTO: Michael Thompson)

RICHMOND, Va. — High heels and sweaters are replacing pizza and calzones in a Broad Street storefront near VCU. Vivid, a new women’s clothing store, is moving into the former DiCarlo’s Pizza space at 802 W. Broad St.

The new shop is owned by Raysean Edwards, who also owns the neighboring Wavy Kickz shoe store at 804 W. Broad St.

Edwards snatched up a lease on the 1,100-square-foot space after it was left empty by DiCarlo’s. The restaurant closed in September after less than a year. The local owners of the pizza franchise could not be reached for comment.

Vivid, which will open in November, will sell women’s clothes, shoes and accessories from brands like Coco Chanel and YSL at discounted prices. Prices will range between $6 and $40.

Edwards said he decided to open Vivid because there aren’t many retail options for women near VCU. To continue reading about Edwards and Vivid, click here.