Ava Morgan was created to help women find specialty clothing right in their backyard. Many women in the area had to travel many miles to shop for fashion items. Now we have it right here in South Dakota!

Ava Morgan is named after the owner, Peggy Higman’s two daughters...Ava and Morgan. “I thought it was the perfect name for the store...It marries my love for my children, with my love for fashion!”

Peggy has long history in the fashion business. After graduating college with a fashion design degree, she worked as an assistant designer for a women’s clothing line in Chicago. After a few years of getting her feet wet in the industry she embarked on a lifelong dream of working in the movie business. Peggy landed a job personally assisting the Costume Designer for U.S. Marshals, sequel to the action film The Fugitive. She was hooked on the movie business and soon after wrapping the film in Chicago she moved to Los Angeles. There, she worked as a costumer for daytime television for several years. Later she left the bright lights of L.A. and returned home to Chi-town where she picked up fashion again working in Designer Clothing for Nordstrom and the legendary Barney’s New York. There she honed her skills in recognizing great fashion and especially great fit, which is the cornerstone of her conception of Ava Morgan.

“I really opened Ava Morgan to assist women in finding a great fit for their bodies and then marrying in fashion. Without great fit, fashion is nothing!”

“It’s all about the fit first! We really try to educate our customer on what styles and silhouettes fit their body and our clients love that! That’s what makes us special and unique!"

Ava Morgan’s mission is to offer great fashion, with great fit, at a reasonable price.


“We really strive to find that perfect item our client is looking for...
something different, fun, fresh, and full-on fashion!”


Morgan & Ava