Ego is not a clothing store you'd expect to find in a small town.

Its modern furniture, brightly-colored walls and funky clothing, jewelry and accessories are more common in a boutique in a large city, but its friendly, comfortable atmosphere is very typical of a small town.

Owner Suzanne Bross says she opened the store nearly two years ago because "I felt that in Austin, oftentimes you can buy traditional clothes at Younkers, but if you wanted something to be a little bit different, you had to go to Rochester or the Twin Cities. But I wanted people to be able to stop here to find the perfect necklace, the perfect accessory, the perfect outfit for whatever the occasion."

Bross describes her shop as an "eclectic array of merchandise and a variety of styles. I only choose things I love and that I would wear because I found that if I did not love something, I could not sell it."

While she always makes sure Ego has many different styles and an ever-changing list of brands -- which includes Vera Bradley bags and Monsac purses at the moment-- she also strives to ensure each piece is multi-functional.

"I believe that you don't need a closetful of clothes, that you don't need a tremendous amount of clothing," she says. "I think that if you have five or six good pieces, pieces that fit well and that you absolutely love, you can mix and match those and have plenty of options for many different occasions."

To ensure people really love the clothes they purchase from her, Bross encourages people take items home, try them on there and then bring back if they don't like them. "If you try on something with the right shoes and the right undergarments, you'll have a much better idea of whether or not it's going to work for you," she says. "I want the clothes you buy here to be clothes you can live in, enjoy and be comfortable wearing."

Ego is located at 111 Fourth Ave. NE in Austin. For more information, call 434-3660.

Amanda L. Rohde can be reached at 434-2214 or by e-mail at amanda.rohde@austindailyherald.com