The latest in fashion, NFL-sanctioned merchandise, tasty meals, coffee or tea, jewelry and Mexican vanilla, Creations Everlasting in Cripple Creek is the creation of Edie Smith.

The inventory reflects Smith’s ingenuity at capturing consumer interests, her ability to surprise and intrigue.

Smith studies fashion at markets where she selects clothing, hats, shawls, scarves, purses and jackets, for instance.  

“I went to France in April and learned about fashion and food,” she said. “People love my food because I make everything from scratch.

Driven by the desire to offer a shopping experience, Smith has a marketing motto.

“I don’t want to have a store like what everybody else has; I want it to be unique,” she said. “I get things from Las Vegas and New York, so I know what’s coming out and try to bring those trends here.”

With the NFL designation, Smith stocks merch from a variety of teams.

“I’m selling a lot of Broncos and Avalanche stuff, because they’re running really good,” she said.

Along with the range of inventory, Smith relies on the tried-and-true.

“But my most important thing is for people to feel comfortable, relaxed,” she said.

Focusing on the “relaxed” part, Smith features fresh-roasted coffee served in the back room, which she has decorated for Christmas, even covering the chairs with holiday wrap.

“I have the most amazing friends, good people who help me, including my manager Sadie and my husband, Mike Smith,” she said.

After starting the business 18 years ago as a re-sell shop in a former casino, Smith re-located Creations Everlasting in an available spot in the Double Eagle Hotel and Casino, at the invitation of the owner.

From offering coffee, tea, pastries and daily specials, Smith hosts wedding and funeral receptions in addition to anniversary and birthday parties.

“I love what I’m doing – I love people,” she said.

Creations Everlasting, at 410 Bennett Ave., is open from 7:30 a.m. to 5 p.m. Thursday through Sunday, including Small Business Saturday Nov. 29.