The new shop at 798 Prince Avenue near the intersection of N. Milledge Avenue sells designer fashion apparel and accessories. The store carries sportswear, career wear, evening clothes, jewelry, handbags, shoes, and home and bath accessories. Among the fashion brands are Poleci, Easel, View, Kenar, Tibi, Trina Turk and Zion.

''We carry about 80 different lines of clothing,'' said Cain.

Prices range from $10 for a pair of earrings to $580 for a cocktail suit. A print pair of dressing pants from Tibi run around $110.

The venture represents the fulfillment of Cain's lifelong dream to own a women's clothing boutique. Originally from Gainesville, she attended UGA and graduated in 1997 with a degree in fashion merchandising. Schmitt came to UGA from Waterloo, Ill., majored in marketing and minored in fashion merchandising.

The two became acquainted through their sorority, Alpha Omicron Pi. ''We were just good friends and always talked about wanting to do this,'' Cain said.

Following graduation from UGA, Cain worked as a buyer for Four Seasons in Athens. Schmitt worked in Atlanta for a marketing agency. She had told Cain to get in touch with her if she ever got serious about starting a clothing store.

''A year ago I called Sarah and said I was ready,'' Cain recalled. ''We spent several months researching and getting business advice.''

Bliss operates regular hours of 10 a.m. to 6 p.m. Monday through Saturday. On Thursdays, though, the shop stays open until 8 p.m. ''We felt like Thursday is the last night before the weekend for people to get outfits for parties,'' Cain said. ''It's a time when people can come in and socialize and meet friends.''