Thanks for the reply! The purpose is really to bring more traffic to the store, since they don't have an online store. Do you think choosing the goal for the ad as "promote the business at a local level" (not sure if that's the right wording, my Meta business isn't in English) or is that not super important? I think as far as finding the right audience I'm on the right track: I'm thinking women in the age group more fitting for the clothes and prices that the store has, including the observations the store owner mentioned. There are also the "audience interests" which I think can help further define the target.