If you want to build a successful boutique business, you'll want to watch this video to hear the story of how boutique owner Sydnie Rushing of Rushmore boutique persevered through major challenges in her boutique business and overcame them to build a profitable boutique business she loves. Sydnie explains why she didn’t give up on her boutique—despite facing burnout, low sales, debt, and a tough location—and how working with Emily Benson and Boutique Training Academy helped her survive the hardest years in her retail journey and come out more profitable than ever.
If you're wondering what to do when your boutique isn’t working, how to start paying yourself from your boutique, or how to pivot your boutique business for more profit, this video is for you!
You'll hear about:
- How to increase boutique profit margins without losing your customer base
- What it takes to move a brick and mortar boutique to a better location
- How to build a boutique that feels aligned and sustainable
- What to do when you feel like quitting your boutique business
- Why boutique inventory planning and pricing strategy matter so much
- How Sydnie used retail data, buying plans, and coaching to grow her boutique sales
... and so much more!
🔔 Follow this podcast for more boutique owner interviews, retail strategy tips, and boutique success stories every week.
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#EmilyBenson #BoutiqueBusiness
Mentioned in this episode:
Transform Your Boutique's Profitability with Our Fall Planning Training
Are you ready to revolutionize your boutique's buying strategy? Join Emily as she shares her proven method to create a buying plan that guarantees increased sales and profits. In this 90-minute training, you'll learn how to accurately predict your monthly sales by category and reverse engineer your buying strategy to hit your goals. Say goodbye to guesswork and hello to a profitable future! Don't miss out on this opportunity to end the year profitably. Visit http://www.boutiquetrainingacademy.com/fallplan to get started today! #BoutiqueSuccess #BuyingPlan #ProfitBoost
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
I want to tell your story because I feel like I am so proud of you for never giving updespite everything that's like challenged you since I met you.
And that's not even before like I didn't even know you when you first open Rushmore,right?
So like I don't even know what the hell was to climb when you got there.
But like I just think it's important for other boutique owners to hear your story and howyou chose to be brave at different times and how you chose to like be patient a bunch of
(00:29):
times like
I think it's a testament to what it really takes because let's just start off of like,you've had Rushmore Boutique in total, has it been five years or four?
It's five.
be six in August.
I know, isn't that crazy?
Yeah, that's fast.
Okay, so six years we've had Rushmore in existence and you started off with that firststore in Alton?
(00:53):
Yes.
That was your first, you were like, I'm just gonna open Brick and Mortar.
And it was so funny because I...
Originally, I thought that it was gonna be like a thrift store.
And my mom was like, thrift stores are, I mean, pretty like abundant.
What if, especially in our neighborhood, like in the town that we were in, she said, well,what if you did a boutique, like new clothes?
And it was like, mom, genius.
Okay.
(01:14):
And so I like quietly was planning and like, started planning.
Okay, so we closed on the building in December of 2018.
And then I was like quietly crafting it, like getting it together, like sourcing racksfrom places and like whatever.
And I officially told my boss, I put my two weeks notice in midway through June, made itthrough inventory in July.
(01:39):
And I said, okay, I have four weeks to open.
And then that's, and then I'm open.
This is my job now.
Okay.
And just to catch anyone up that's listening.
you were working previously at another retail store, right?
Am I right about that?
Okay.
So you had, yeah, you were in management, you had experience, you came at this wholething, kind of knowing what you were doing, having more confidence than the average person
(02:03):
starting from nothing for sure.
I would definitely say so just because you, think working in retail, you get an idea oflike, okay, rollouts happened this way and like tags look like this and skews are like
this and you you learn the, you learn the standard.
It's like the standard practices of a retail business.
Yeah.
That's smart.
you guys bought the building in December, fast forward seven, eight months, and you openedlike September 1st?
(02:31):
It was August 10th.
Okay.
Oh, even 2019.
I love that.
August 10th.
So you really were like open right before that fall season got crazy, but you could openwith fall merchandise, right?
Yeah, I did.
I opened and it was funny.
I didn't have any secondary plan.
just put, said, okay, $5,000 is enough to fill the store.
(02:53):
Okay.
And we'll go from there.
And so, I mean, after the first weekend, I was like, it looked like I was going out ofbusiness.
There were like nothing on any of the racks.
And I was like, my gosh, now I have to buy more.
Yes.
People are nodding their heads listening to this.
So when you started, remind me the price point, the vendors you were kind of, like, whatwas the vibe of the store when you first opened?
(03:17):
It was very, I would say sort of simplistic.
Actually, I remember the first color palette, because every month I have kind of like acolor story that I worked around.
And this one was like muted pinks and purples.
And then like, I think I had a pop of yellow, but it was very like late fall or latesummer, early fall.
Yeah.
yeah.
Those like sunrise colors.
Yeah.
(03:37):
Sunset colors.
Yeah.
The price point at the time, I only did a 2X on everything because I didn't know.
my gosh.
Actually, I didn't know to keep all my invoices.
I'm like looking through stacks of paper because you know when you're starting a business,you're like, I've got like all this stuff that I need and I'll just keep it all in one
folder.
my gosh.
my gosh.
I had no idea.
(03:58):
I underestimated entering in all of that stuff.
And
I didn't print barcodes because I didn't know that there was that technology yet.
So I had like typed up on like an Avery template, all of the all the SKUs, the size, theprice for like all of that stuff.
It's crazy.
Wow.
So you, you just went A to Z right away.
(04:21):
And when you say a 2X markup, so your price point, what would you say your wholesale costswere for a lot of that stuff, just to give people like an idea of what that 2X looks like?
Were you at the 20, $30 wholesale?
Yeah, wholesale wise, was probably, my highest stuff was probably $30.
And that was like this really like elevated brand, I would say.
(04:45):
My most elevated of the hierarchy, a brand called Sisters, which doesn't even existanymore, but they probably should have retailed at like a 98, 120 range.
I was retailing them at like 60-ish.
And I remember getting up to 80 and feeling bad about it.
was like, Ooh, is that too much?
But I, um, but that's definitely like where I wanted to be was in that realm.
(05:08):
The like, I mean, 80 being at an average price point is really what it should have been.
But I was, I was playing safe.
was staying at like a 40.
Man, it's so hard to remember those numbers now, but I want to say it was like, like a 40to $48 was probably the average retail.
Wow.
So really like affordable.
(05:29):
Yeah.
In terms of the scope, which I think kind of worked in your location.
Maybe that is why you sold out so quickly that first day is that the price point was bam,like perfect for your people.
Yeah.
Yeah.
The price point was good for the people, but I feel like I wasn't making the money on myend of things, which I think was probably my biggest mistake.
Sure.
(05:49):
But like you didn't know.
Like how would you have known?
Yeah.
Like, that's the hardest part, right?
It's like, I think this is a good point place to say, you were, again, in a positionwhere, you knew a lot of things.
Like, you worked at a retail store in management.
You knew how, like, you were hitting sales goals.
You were doing calls with corporate.
I mean, you were not just, like, showing up every day and clocking in and clocking out.
(06:12):
Like, you're doing a lot.
And at the same time, transitioning into boutique land had challenges that you couldn'thave even, like, expected because they're just new and different and...
not what you had, you never set prices in your other stores.
So why would you know how to do that here?
Like one of the things I love about you is like you're always learning and you're likealways like, what can I do better?
(06:34):
How could, what's a different way I could look at this?
And I feel like that's it too is like, you know, you know a lot and you're, willing to beopen and learn.
Did opening right before COVID become a thing for you where like that's, I know for a lotof people that's kind of their.
story there or that's part of their origin story or their villain story or whatever, youknow, like, I feel like they are very much I opened and then it was COVID and what how was
(06:58):
your experience during that transition?
It felt so surreal.
And I think that looking back now, there are a lot of things I would have donedifferently.
But I mean, it was crazy.
We went to that the magic show in Las Vegas in February before the shutdown, you know,
I was there.
Sourcing was in like a separate tent outside.
(07:20):
They were like, we think you guys are sick.
You know what I mean?
Like, know one showed up and nobody went to that tent.
There was no one in that tent.
There was like sparse vendor.
I think 300 people can't 300 vendors or something canceled.
That was a weird show.
And then it was like, I went on a cruise right after that.
And we were like, should we go like, should we go on this cruise?
(07:42):
And then like, thank God we did.
Because then then it was like really shut down and like, you know,
But were you, so you were open in the store and it's kind of like the slower season,right?
March, April, like still getting into spring.
Were you able to be open at all or were you just like, just went online basically?
What was your strategy?
Pretty much just went online and I was looking back at numbers and I'm actually impressedwith how much money I did make at the time.
(08:05):
Cause I mean, I could have just been like, whatever.
But I think that the whole time I kind of ran around like a chicken with my head cut off,you know, I think a lot of us did, but I was just like, how could I, what, what should I?
How, you know?
We are still new too.
I mean, you opened like a few months ago and now, my God, like a global pandemic, likehow, you know, this is insane.
So you're like adjusting to a new normal and then that new normal for you gets turnedupside down again too.
(08:30):
So I love that you said that you did better than you thought when you look back at thenumbers.
You know, I just want to say like, I don't think anybody enjoys numbers unless you're oneof the people that enjoys numbers.
I am now.
Yeah, right, right, right.
The general population though is like,
Back then, were you looking at your numbers?
What kind of things were you looking at to grow your business?
(08:50):
Or was it really just chicken running around?
During the time that I was shut down, it was very much just like whatever I can do,however much money I can make within safety reasons.
And so much of my perspective was how do I do things safely?
How do I come at this whole thing from an angle of I care about my customers?
I'm not trying to money grab.
(09:11):
And I think that was really a good move on my part.
just by being a new business.
But I had a lot of people buy gift cards.
And I remember customers would pull up in front of the store and I would like bring outthings and they would like, it was so funny.
And they were like, I'll take one of those.
yeah, that's amazing.
Just any way you could do it.
I mean, this is again, the perseverance, because I think transitioning out of COVID, thefact that you made it through COVID, you started to open up again, and you're still in
(09:39):
your original location.
So at that point, you were kind of going.
Like you were open, you were going, but you still, I mean, when you came to me, that musthave been August of 2021.
2022.
2022.
Okay.
So you ran for a couple of years, so 2020, 2021, and you enjoyed the store.
You were working hard.
(10:00):
You enjoyed it.
I feel like you've always had the passion, like, this is my career.
Oh yeah.
It's totally, it's exactly where I need to be.
It's the best blend of like artistic, fun, creative pieces, but then like,
the business element of like having goals.
I've always been a goal setting person.
So it's like, I can set my own goals and then just like try to beat that.
(10:20):
And that's so much fun for me.
So.
I love that.
And that's, know, honestly, there is, I think you do have to be a little bit competitivein a good, healthy way, like with yourself when you're a business owner, because there are
so many pivots, there are so many ways to go and like, what is the right path?
And I think when I met you at Magic,
Did you come up to me or did we talk after you?
(10:41):
Did you send me an email?
Cause I feel like our first time, I remember very distinctly, like however you communicateit to me, you're like, I love having a boutique, but something is wrong and I don't know
what it is.
And I feel like maybe you can help me.
And I actually feel like you were like, didn't you write something wild?
Like, am I like either this works or I like throw in the towel.
(11:03):
it was my review.
Okay.
So I was in your first skies, the limit course.
Yes.
But the first time I met you was at Magic in August.
I'm sure you remember.
Did you come over to me after?
I think you did.
Yes, I did.
I sat down just because I'm one of those crazy people that really loves like conferencecalls.
really eat up.
Yeah.
a good webinar.
(11:24):
Totally.
So I'm like sitting there and I feel like you're talking to me.
I was like, does this lady know that I need to hear this right now?
And my sister was with me and I'm like, this gal's got it.
Like, I don't know what her thing is, but like, I need to know her.
And I stood in line, you were like talking to some of your like previous cuts, likestudents or whatever.
(11:46):
And I told my sister, I was like, I need to talk to her.
And I'd never tried to like talk to a speaker like that before.
So I stood there for a little bit and I was like, this is stupid.
I need to go.
We actually walked back into the show and I said, what am I doing?
I need to go talk to her.
something exciting.
I'm I know.
It was like the most weirdest thing.
And I was like, I'm going to go talk to her.
(12:06):
And my sister Bailey was like, okay, yeah, let's go.
Let's go.
You were like, did you leave and come back?
And I was like, yes, because I need to talk to you.
And I just don't even know why.
And you were like, well, let's chat.
Yeah.
Well, I'm always.
So I love talking to people in real life.
And because I work online so much, I love going to Magic because I get to see people and Iget to like see them at a point where they're not in their store or two and they're
(12:31):
getting that perspective on what's actually happening.
I think when you leave your day to day and the store, that's why I love encouraging peopleto go to shows because yeah, all the obvious, but it gives you perspective and it gives
you like other, oh.
I never thought about this or I never thought about that or like you said, like, I don'tknow why just talked to her.
(12:52):
I just do.
It's so wild.
Well, I think I gave a talk about product assortment and pricing.
I think that was like a pretty big talk, actually.
It was like the first post-COVID.
I think I had like just had Adeline.
I was like right coming back and it was a big talk.
I remember them being like, we want slides and I really put a lot of effort into it.
(13:12):
So I'm glad it resonated with you.
Was that the one where I got some hard questions and I was like,
I think there were some, yes, I think so.
You were like, that's a whole separate talk.
Yeah, I think I had to say that a couple of times because someone, felt like people werelike, not really being like me, but I felt like someone was like trying to like stump me a
little bit.
And I was like, I get what you're saying.
And that's not what I talked about or something.
(13:34):
You know what I mean?
Like I was like, but like that's like, I can't, you know, it's hard to consult people fromthe stage in front of a hundred people, you know, it's like,
Yeah, man.
But whatever.
was I'm glad I met you and I met a bunch of that was a great talk.
And like you came over.
I love talking to people.
And then I don't know.
I feel like I heard from you after maybe you sent me an email or you were like, you know,you got like one of my little programs.
(13:57):
And then when Skies came out, you were the first person to sign up.
I was like, you like signed up before the webinar was over, I think.
Like it was so quick and did.
my God.
Like, OK.
And I knew I had a good program.
Like I knew it was going to be good.
But
You and one other person signed up in the first 24 hours and I was like, this program isgoing to be really good.
(14:18):
And I feel like that's where, I mean, you came in and you were just like, this works or itdoesn't.
And many people came into that program like that.
They were just like, I'm at my wit's end.
I'm working my tail off.
I have no money to go for in my bank account.
What is going on?
Yeah.
Well, you probably don't know this, but I was at the breaking point.
In October, my husband and I got an estimate on the roof.
(14:40):
And the guy
It was an exaggeration.
This guy definitely blew it up more than it was, but he goes, I can't even be in thisbuilding.
And we lived above the shop in this building in the downtown of where we lived.
And he was like, I can't even quote you because this is dangerous.
It's not, it wasn't.
oh I literally cried.
was like, I have to would have balled.
Yeah, it was horrible.
(15:02):
then a couple of days, because I wasn't making money.
The name of the webinar was overworked.
Underpaid.
Yes.
Yeah.
Underpaid.
That was a great, that's a great webinar.
Yeah.
When that came through, I was like, this is it.
I need to take this.
And then I remember my husband was watching like a Halloween movie and I'm pacing aroundthe house going, do I need to spend this money?
Like, should I take this course?
Like, what do I do?
(15:23):
What do I do?
And he's like, just take it.
Like, and I was like, you're right.
Because I either take it and it works and everything turns around or I don't take it.
And I forfeit my business, which is going to be expensive anyway.
Yeah.
You're not wrong about that.
And I think for you coming in,
I felt this feeling with you where there was this friction of like, know what I'm doing.
(15:44):
Like I am good at this.
I like I am confident in my ability and my intuition.
Like I've been running this freaking store and also there's something missing and what isit and why is the money not there?
It was like this really and I think a lot of people in that group had that were havingthose moments where it was like, what the heck?
Because a lot of times it's
(16:04):
It's not until the end of the year that you realize, not until October or November, whereyou're like, OK, OK.
And it's like it does become a make or break.
But I feel like you coming in, what were some of the first things that really like werethose light bulbs for you?
Because I know like you do the work to like I feel like you came in, you're like doing themodules, you're like on every call, you're like asking questions like that's what I like.
(16:27):
You're such a good student.
It's like I like there's some people and like if you're in my crew of like kind of.
all the time people, kind of like know who's around and you know who's doing what andwhere they are.
And but you guys are the people that do the work and you see the results.
And so it's like, what were those first couple light bulb moments for you as you thinkback?
always knew to look at the numbers, but I didn't know what I was looking at.
(16:49):
So most of what I was doing was definitely off intuition.
But it was like, I remember the aha of, OK, you download your data.
Yeah.
Make a pivot table.
And it was like, what?
this is how I do that.
It was game changing.
Game changing.
And the funniest part is, like, I love when it's that simple, because it's like, of courseit's that simple.
(17:13):
And of course, a lot of people want to overcomplicate this, but actually, this is sological.
Like to me, it's the logic behind the retail pieces and parts that it actually is obviouswhen I just show it to you.
You know, but until I show it to you, it's kind of like, you're right.
Like where does the data go?
What does it mean?
How, how is it affecting anything?
(17:34):
Like, okay, I know how much I'm selling.
Yeah.
Well, what after that?
Right.
What after that?
And, and how you've seen some of my made spreadsheets that I do on my own.
I kind of go above and beyond.
And I feel like I didn't know there were easier ways to do things.
So, I mean, just like simple tips and tricks on how to use like Google sheets or Exceljust.
(17:56):
learning those bits and bobs that take formulas and add them into new places or that aformula can be super easy.
You don't have to say like a a one plus a two plus a three plus a four.
You just sum all of that.
And it's just like, whoa, it's not as hard as I thought it was.
Yeah.
Well, I think too, like some of this tech stuff you're talking about.
(18:18):
It's interesting because I never used Excel before I started at age 22 at Abercrombie andFitch.
Why would I have used it?
I mean, we just like, I don't even think it existed when I was in like high school.
mean, you know, computers were still kind of new for us.
Like honestly, I'm not age, you know?
And I think like you're striking this chord of like, you don't have to know everything.
(18:42):
Like you can, you are putting in the work, but like you said.
How can it be simpler?
How can it be faster?
How can it be more impactful too?
Because you're actually looking at the right things and like, let's talk about some of thechanges we made in your store.
we, correct me if I'm wrong, but the way I remember is you came to me, you're like, okay,my prices are in line, my margins are feeling better, but I'm not selling the way I used
(19:05):
to.
And I think kind of now actually having this other conversation, you're just price pointswere so low before.
So was like, you were just underselling yourself.
But that also brought us to the revelation that actually we need to maybe change theassortment for this crowd.
so talk through that, because it was also like you had the opportunity to open a newstore.
I would love to hear that from your perspective, because I think that whole transitionpiece was like, that's one of the places I want you to talk about, because it's
(19:31):
perseverance.
You have persevered and pivoted through things that were not necessarily what you wantedto pivot to either.
Anyway, so.
You have the store, you have the assortment with these beautiful designer like pieces thatyou're undercharging.
You raise the price to meet it where it needs to be and then sales slow down.
Yeah.
So sales slow down.
And I think you and I kind of evaluated and said, well, what price point do they want?
(19:56):
Ransom numbers were able to come up with the price points for all these differentcategories.
And then I was stuck with purchasing products that I didn't want.
Right.
And in order to keep
wanting to come to work every day and being passionate about what I was doing, I was goingto have to sell things that I liked.
You know what I mean?
Yep.
So I remember you and I having a talk where it was like, okay, well now I'm making money,but all my stuff isn't what I like.
(20:22):
It's not what I want to sell.
The boutique is becoming something that I don't really want.
And if that is the way that this is going to go, I need to change something.
So what if we moved?
And at that point I had been through a lot of life changes.
So it was like, let's keep rolling with it.
Let's just.
Cause we ended up having to move out of the building that the store was in, not becausethe roof was cave in or anything.
(20:44):
The building is still standing.
is still a perfectly fine building.
If anyone wants to buy it.
No, I'm joking.
So because we moved, was like, well, now there's no reason to stay in this location.
Like the world is our oyster.
Where do we want to go?
And so we ended up moving to the nearest city.
We're in, we're in St.
(21:04):
Louis now and it's so.
much broader and it's got the city girl who I'm selling to you know what I mean so theproduct is certain is now on par with my customer.
Whereas before it felt like I was I would get a lot of would you would you go to marketwill you buy for me and I was like oh like I'm I'm if I do this that I'm not buying from
(21:26):
me anymore and buying for this other customer who isn't me yeah and that was complicated.
I felt a lot of guilt around that and I think it's selfish to say, but I didn't open aboutique for somebody else.
I opened it for me to be able to provide women like me the products that they weren'tfinding.
Yes.
And I think there's a lot of dropping the ego in a way because like you modified yourentire assortment so that you could make money in that location.
(21:52):
You had to be so location specific.
And I think that sacrificing your style to make money.
wasn't fun because you start to realize like it's not about yes, it's about the money.
We want to make money.
But if you're not like opening a package of new merch and just like drooling over it, likewhat is the point?
(22:13):
Like what is the point?
Because we're selling art.
I think all entrepreneurs across the board know like it is hard work being anentrepreneur.
I can easily like throw in the towel and go work in a retail store, top management,whatever, and make more than I was making.
Yes.
Yes.
And work less hard.
So there has to be the benefit of like, I love what I'm doing so much that it doesn'tmatter.
(22:39):
Yeah.
And yes.
And I think for you, much like for me, we picked locations based on intuition, based onsome data, like we're smart women who open stores in locations that weren't really the
right fit.
It just like was
It was almost like dating someone who then just you're like, we're just not reallycompatible.
(22:59):
Like you're a good person.
It's a great spot.
That's cool.
Just not for me.
And I think like sometimes you kind of have to, like I said, drop the ego and instead ofsaying, well, this is what I thought would work.
And I'm going to grasp this tightly onto it as possible.
You were like, this is making me unhappy.
And I just need to like cut ties.
Say that was a great start.
And now like you, I feel like you're onto your second act now, honestly, with the newRushmore Boutique.
(23:23):
mean,
hearing who's moved in around you.
mean, well, first of all, talk about the process of rebuilding and like moving, because Ieveryone to be so clear, like you have an absolutely gorgeous store and it took quite a
bit of work to get it there.
So you just outline that a little bit and some of the delays you had, because I think,again, persevering through all of this is like what I see as like a very overarching
(23:44):
theme.
Yeah.
my gosh, the perseverance.
So.
I follow a lot of my intuition.
You know, when my gut says to do something, I usually do it.
So when I knew to move, I knew there were three things that I wanted.
I wanted exposed brick.
I wanted it to be in a neighborhood and not like a strip center, not like the mall.
(24:05):
I wanted that like neighborhood element and then wood floors.
And I know those are such silly things, but so I looked at a couple spaces.
I was going to have to kind of like tweak things.
Like one of them was next to a yoga studio.
So was like, well, I need to sell like athletic wear and like kind of, know, and thenagain, I was coming back to the place of, oh but that's not what I sell.
That's not what I like.
(24:25):
That's not how I dress.
So.
I stumbled upon this place and the neighborhood itself, it's got a lot of youngprofessionals.
It has a lot of professors at the university nearby.
It has students at the university nearby.
We're not, like a couple blocks away from a doctor's office.
So there's tons of doctors and surgeons.
And I mean, it's working people, working women who wear things like what I wear.
(24:51):
It is a little bit more affluent in that sense as well.
It just people are average.
Yeah.
Yeah.
That's a higher income neighborhood.
Yeah.
That's great to be aware of because you, you know, you need people that can afford yourthings.
Exactly.
And so then I found this space.
It's actually, it was, it was something like, it was a little over 2000 square feet.
(25:13):
And I was like, that's way too big, but I'm going to go look at the space.
So we go in there and I called him and he answered the phone, which is uncommon in thecommercial real estate.
game, I suppose.
And I said, I'd like to come look at this space.
And he said, well, are you familiar with it?
And I was like, kind of, it's close to this taco shop that we go to or that we have goneto.
(25:36):
And he said, well, there had been a fire.
And I remember that fire.
It was back in 2022.
So he said, you're going to have to use your imagination.
And I was like, please, good.
Okay.
Let's talk.
We get there.
And he said, this big space is actually going to be half this size.
And I was like, perfect.
That is the same square footage of my current store, which I love and I know how tonavigate through and I know how to merchandise and stuff.
(26:00):
Then I got to pick my floor.
I had to pick my paint color for the walls.
I got to the ceiling.
Like it was awesome.
And if you've ever done construction, then you know, it always takes twice as long as it'ssupposed to.
So he said, I should be in there by November of 23.
And at this point it was like July of 23.
(26:21):
And I was like, okay, yeah, cool.
That would be awesome.
But for whatever reason, I kept it on the hush hush.
didn't announce it to my, customers or anything.
I hardly told, you know, my friends pretty much and time kept passing and we were about amonth out from November.
And I was like, I'd like to check out the space.
Like where are we at?
And he's like, it's looking more like February and my contract started in February.
(26:44):
He said, we're going to push it out.
So that way, you know, for safety purposes, you know, just to kind of have a littlepadding there.
I said, okay.
So.
I'm thinking in February we'll move in.
Okay, so January rolls around and I'm like, this place looks the same.
There's still, we're looking at subfloor and charred beams up on the walls.
(27:05):
I mean, it's like, nothing's done.
And I'm like, I don't think it's gonna be done by February.
And he goes, April.
I promise it'll be done by April.
And I was like, okay.
And it's in an email.
So I'm like, it's gotta be April.
He put it like in print.
So in March, I announced it at the beginning of March, I said the end of March will bewhen we close this location and we should be opening soon.
(27:26):
I'm not quite sure when though.
I remember the very last day, it closed the doors.
I was like, okay, I'll start planning what moving is gonna look like.
And I tried to sell down as much product as I could.
didn't buy product for a while prior to that.
And, cause that was the beginning of spring.
And so I don't think I bought anything from like December until March, for the most part.
(27:49):
Everything was very, very slim, but I did have on order my April, my May, my June, and Ithink a little bit of July.
And I was like, I came for the new store.
So I'm at a new price point.
You know, I've, brought it up a little bit.
So April rolls around.
No, we're not moving in yet.
And from about April until I'd say June.
(28:13):
Every two weeks, it'll be another two weeks.
It'll be another two weeks, just two more weeks.
so I'm, I'm looking at all this product rolling in.
I can't cancel these things with these vendors that I don't want to ruin a relationshipwith.
Not to mention, like, I think that we become really partial to certain wholesale reps andI know that they have a business and I'm like, I don't want to screw over this woman that
(28:36):
I've been working with who I think she's passionate about what she's doing.
She's making a living.
So I'm like, okay, I'll just.
put it on the credit card.
I just kept putting it on the credit card and I was like, my gosh, this is the worst.
But I got to the other side and were paid off.
Everything's fine.
But it was really scary.
(28:56):
Oh my gosh.
And then some crazy stuff happened with my credit, a timeshare, my mom's timeshare endedup getting put on my credit.
And so I this huge personal loan.
And so my credit card, they, they gave me crazy amounts on that credit, my business creditcard, cause I was off.
ah
You know?
Yeah.
And they cut the entirety in half.
(29:17):
And so not only am I accruing all of this, but then they cut it in half and I'm like, it'sgoing to be okay.
We're going to make it to the other side of this.
It's going to be fine.
And I tell you, I've never meditated so much in my life.
Well, I mean, you're constantly you're racking up a bill for a store that doesn't exist.
(29:41):
I mean, essentially, like that's horrifying.
Like I like that was didn't end up being eight months.
Like, when did you actually open the doors actually opened in on October 15th, April, May,June, July, August, September, October.
Yeah.
Seven months.
Like that's insane.
(30:01):
And the fact that you had closed, let me ask you this, are you glad that you closed thedoors to the other store?
do you, are you now look back and you're like, I should have stayed open?
Like what would you have done differently there?
Or would you, is it fine?
I think that having the separation from the old store was the best thing I could have donefor the new store because it separated me.
(30:24):
Like it gave me a clear view.
of what I wanted the new store to look like.
I wasn't so clouded with these like, well, I did it this way.
So I have to do it this way again.
It was very, I did it this way, but now I can see the new, I can see the new angles I cantake.
I can adjust things.
doesn't have to be the same colors.
(30:46):
It doesn't have to be the same vibe.
It can be a little different.
It's a new store.
Yes.
I love that.
I love that.
Do you feel that you took customers?
Have customers moved over to the new store?
Yeah.
And it was so funny because I had basically signed off that they wouldn't.
And I had a lot of people that were like, you should go online.
You should do these things.
(31:07):
And I was like, that's not what this store is.
Like, I don't do online because I just don't.
I don't want to.
When it comes down to it, it's just me.
So it has to be what I want to do.
I was surprised at how many people came over.
basically, the first day that I was open was from...
think it was from five to eight and it was for all the neighborhood.
(31:29):
And then it was, it was neighborhood businesses so that they had the opportunity to comein because a lot of times, you know, all the independent retailers, we all work the same
hours.
So it's really hard to get into somebody else's store.
So I offered that late night.
And then I also sent it out to my already established email list.
I said, this is when I'm opening.
I'll be open for these three hours.
If you want to come, that would be great.
(31:50):
Preview night.
love that.
Yes.
And the people showed up.
They were excited.
It was great.
then of course they were.
Yeah.
Yeah.
I mean, I was just so blown away and now I still have those customers.
And I think that there was the stigma of like, nobody crosses the river.
Cause there's this like river divide between the two States.
(32:11):
And it's like, Oh, it's so far away because there's a river.
Right.
You have to go over a bridge.
That's wild.
Yeah.
Yeah.
Yeah.
So there are customers who, who
were not living in the town we were in, but they would come to see their mom or they wouldcome, you maybe they were college kids or whatever.
And even when they come home, they still take the drive over to St.
(32:34):
Louis to check it all out, to shop, to have fun, to see me, you know, it's cool.
It's incredible.
It's incredible.
And now you've been open now for seven months.
So like we were closed for seven months.
Now we're open for seven months.
How are you feeling about the move?
I mean,
I'll just say my reflection of you is like, I feel like you just seem so aligned.
(32:56):
Like you're like in the right place at the right time.
Like your outfits are always on par.
Like you're posting all the time.
Like your store is fantastic and beautiful.
And like you said, I think feels like the other location, but a little bit turned up, likea little bit more luxurious, which I think is so appropriate.
And I mean, I am just, the reason I wanted to have you on is because your journey has beenso fun to.
(33:20):
be along with and watch you go through all this.
mean, despite all the other things going on personally, right?
Like just the fact that so much crap happened in your business that you could never sawcoming.
You could have never planned for it, but you throughout it, you were just like, I just gotto go through it.
Like I'm going to go through it.
I'm going to keep my eye on the prize.
(33:42):
And like, here you are.
I feel like
I would call you a successful boutique owner.
I mean, I would have called you that a long time ago, but like, do you just feel like inyour bones now, like you're freaking doing it?
Yes, I have never felt more aligned in the store than I do now.
It's crazy.
I look around and I'm like, this is my store.
(34:05):
And it almost feels like the first one.
I'm so, glad that I did it all the way that I did the first time.
Living above the store was great, especially starting out.
It was almost like practice.
I mean, it's terrible that it was an expensive practice, but it was still, I mean, I wouldnever say that I failed at it.
I would say that it was the best starting point for me because now I have all of thesepractices in place.
(34:32):
I have this really great system of how it all works.
And had I started where I'm at now, I would have fumbled all over the place and it wouldhave been so hard.
but now I've got a routine, I've got a rhythm to it all.
And it does feel so aligned.
Amazing how my customers resonate more with me now.
I'm dealing with people that are like me.
(34:53):
And so I can anticipate what they're wearing to places.
I think we had a gallery night the other day.
I had this gal come in.
She bought a bunch of really great dresses.
And I said, are you going to the gallery night tonight?
First off, a gallery night, which is so on brand for what I offer.
So she says, yeah, yeah.
I think I'm gonna wear this dress.
So now the gallery night's happening or whatever, I've got my door propped open and shepops in, she goes, I did it, I wore the dress.
(35:18):
You know, and my heart is just so full.
Cause she's out there feeling good about herself, rocking her outfit from Rushmore.
One thing that I found that was so interesting.
So the store is a twist off of my last name, but I found that in the old location, peoplewould say, I'm at this boutique, it's called Rushmore, but they'd say it with all this
(35:40):
like,
question like and now when people are in there like, I'm at brush more boutique likethey're excited to say it.
They're proud to say it and it's like hearing that fills my cup to the max.
I mean, it's beautiful.
It's the best feeling in the world when someone walks in your store wearing something thatyou sold them looking like a million bucks feeling like that big smile.
(36:05):
Their eyes are oh, it can make me cry.
I get like emotional about it because it's
What you're talking about is the community and the community you're building in your area.
And even like you said, not even in your area, even in these, you know, women who comehome, stop at their mom's house and then head into you.
You know, like I love that for you because you are now stepping up as a leader in youryour career as a boutique owner in your neighborhood.
(36:33):
And I want more women to feel as and I hate the word empowerment.
And alignment is good.
Alignment feels good to me, but it's still a little like a woo woo wee for me.
like I just you are in your power.
You are in a store that feels perfect for you.
The sales are coming in because of it, I would say, too.
Like, you know, that's you're seeing the financial reward.
(36:56):
And like now more than ever, we need like I feel like my job is to just like keep theboutique industry up and running and moving and educating people like you who are meant to
be doing this.
there is a level of loneliness in owning a boutique where you feel like I'm the only oneand I'm the only person going through this.
And in reality, and you've been on so many calls now, we're all going through the samething.
(37:20):
Even me who doesn't have a boutique anymore, I'm still dealing with similar challenges toyou guys in just the digital marketing space and running Facebook, right?
So I'm so excited for you because I feel like you remembered who you are and now you'reliving as the person that you want to be.
And that's like...
I just love it.
Like I just, I scoff your set, like, and what you said too about, guess I'm in like aboutique.
(37:43):
Like, I don't know that like level of uncomfortableness that people have.
It's like, now there's just like no room for that in your energy.
Like you're just like, no, no, no.
Like we're here, we're Rushmore and we're part of this neighborhood and we're going to behere for 20 years.
Like we're just, we're here and I'm going to keep doing my thing.
I feel like I want to ask you, so you feel so good right now and
(38:05):
What are the things that you're putting into place, into practice that help you wheneverything feels crazy or feels a little weird?
What are those things that you're doing that help you feel grounded and stay focused inyour sore and like also just believing that, I know, cause I know your winter slowed a
little bit and it was like, know, like what are those things you did over those wintermonths to help you be like, no, no, no, no, no.
(38:26):
Like it's coming.
Like I'm okay.
I'm doing okay.
You know, so someone listening could take maybe one of these ideas and
and run with it for themselves when they're not feeling so good.
oh Sorry, that might be a hard one.
No, no.
ah Keep showing up.
Just keep showing up.
You have to.
Because if you're not showing up, then why are you doing it?
(38:47):
Even, you know, life gets hard no matter what.
Like there's seasons where it's really challenging and there's seasons where it's easierand you just have to know like, and it's so, I laugh because I mean, I've been there where
it's like,
Nobody has been in the store today.
I feel like I'm bad at my job.
I feel like I'm gonna fail.
I feel like nobody likes what I have.
(39:09):
And just knowing like, just keep showing up because you will know.
You will find those pivots and like, I mean, all of these like intuitive choices that I'vemade.
I mean, everybody has those.
And if you just keep thinking, I can do it.
I can do it.
I'm doing it right now.
It's gonna be okay.
And you work through it.
(39:30):
You decided that you were 100 % in on being a boutique owner and nothing could, mean,things tried, things tried to knock you out.
Like many things tried.
I mean, at one point, didn't you break your foot?
Oh my gosh.
Like, I mean, I feel like there's been other things, but like even just breaking yourfoot, you're like, I can't even, but that was when you were kind of closed too.
(39:51):
So it was actually okay.
No, it was okay.
So I was co-caring for my mom on hospice and broke my foot.
the day before Thanksgiving, which Thanksgiving doesn't matter.
It's Black Friday, Small Business Saturday.
I mean, I like boohooed about it because I was like, it's the Super Bowl.
Like, it's my time.
(40:12):
What am I going to do?
And my store had steps.
So it was like there was the lower platform and then there were two steps to get to wherethe fitting rooms were and then the rest of shop two.
And I was like, how am I going to clear a fitting room?
I can't, I, I
What am I going to do?
Like I was freaking out.
And you made it through.
(40:33):
You made it through.
You figured it out.
I mean, I think that's it.
It's like you whatever's thrown at you, you navigate it in a way where I think becausethat underlying belief is I am 100 % in on being a boutique owner.
There's no plan B.
There's no plan C.
There's no I'm going to figure it out.
until I get it right or until it works or until, you know, the next intuitive hit comeslike really that's it, right?
(40:59):
It's like we're working like hit to hit like just going through our days.
So, oh my gosh, what do you see as like the future for Rushmore where I know everyonewants to grow, but I also feel like there's something to be said for being consistent and
steady and you know, like what feels like the next couple of years for you?
Honestly,
If things just kept rolling like they are right now, this is the first month that I'mdoing two rollouts.
(41:23):
So I broke up my big one and I'm doing two smaller rollouts.
And if it can keep rolling like that, amazing.
Cause it was like, not that there's ever like a lull, but halfway through the month, I'dget to this place where it was like, okay, well guess I'll batch work a bunch of stuff.
But now it's like, I'm having to use my time better.
And I find myself like lollygagging less.
Cause it's more consistent.
(41:45):
Monthly launches are
good until you hit a sales point where you're sort of forced into launching more becauseyou're inevitably like kind of selling out of the selling out of the good stuff and
bringing in that second launch a month I think also gives you room to mark down thosefirst things that you're sold through a lot of too.
So it offers you a little bit of markdown room and a little bit of newness room where youcan even capitalize on what hit a launcher to a go and bring it back or adjusted or.
(42:15):
whatever that like, I'm excited for you to do two times a month.
I think it's just like slightly more fast pace for like your city ladies.
Yeah.
Cause you're right.
What was happening is I was looking around and I was like, when you have to put two fingerspaces in between each hanger and you're like, this rack looks sparse.
It's like a little two designer, like, you know, one on the shelf boutique, which is notwhat you run.
(42:38):
Right.
Right.
I would also really like to get to a place where I can have an employee.
There are some things that I'm just like,
This is taking too much of my time where I know I should be spending it better.
And I would really someday like to have a weekend off.
You know what I mean?
Committed to that every Saturday, Sunday thing is, you know, it's going to get old soon.
It will.
(42:59):
You're not wrong.
And I like that you see it coming because I think better to be uh aware of it coming andhave it sneak up on you because that's I think what you're talking about is a little bit
of burnout.
And I think it's so easy.
As you said, you're a one woman show and it works for you right now.
And you're still learning the cadence of the new location.
(43:21):
You're still kind of learning the people.
It's like you did open a brand new store.
Bottom line, like you knew what you were doing, but it's a brand new store.
There is something really valuable to spending those first three to six months in it withyour customer, in it with your store.
Then, I mean, my hope would be for summer or fall, you could get some people in there.
The trajectory of sales continues the way that it is because we have a lot of storefrontsaround us that are getting filled.
(43:47):
some, we have like four new restaurants that are going to end up popping in in the nexttwo months.
oh We just added a coffee shop to the side of me that also does like upscale vintage,like, you know, like vintage Chanel purses and like, you know, Gainey windbreakers and
whatever.
And they're popping off.
the nail salon next to us, you know, I mean, it's like the community is really growing andI think it's becoming a destination for people to come shop, which is kicking up some of
(44:14):
that traffic.
And if traffic picks up the way that it continues to pick up, then by the fall, I'll haveto have somebody for those Saturdays and Sundays.
Yeah.
Just like the volume of people will be too much.
Yeah.
And like, I feel like fall is kind of boutiques, always their season to shine withbeautiful sweaters and jackets.
And especially for you, I mean, like your style is so
(44:35):
lovely and I think you, you know, your price point now is, I think you should just talkabout this too.
And I think we kind of talked about this on our last call where you have high end vintageon one side and then you have another store that's selling two $300 price range items for
a different customer than you for sure.
So not competition, but just to kind of wrap us up here is like talk a little bit aboutthat price point shift and how it feels.
(44:58):
Cause right now your average price point is around $80.
To 80 to 90 typically.
Cause my denim is like 118, 128.
that moves that average up a bit, but yeah, the learning curve on that's been reallyinteresting.
But my price point has pretty much doubled.
My margin is so healthy.
Even when I do sales, like markdowns and stuff, still healthy.
(45:19):
Like, and it feels so good.
Like my bank account reflects it.
The store reflects it.
There's none of those like tchotchke.
pieces, you know, like I put them on sale and they sell.
And it's like before, it always seemed like, what's wrong with this?
And now people are like, it's like the last one, I got to grab it, which is a totallydifferent mindset.
(45:42):
Yeah.
Interesting.
Well, I think that for you, you've set your business up in a way that is scalable and doesallow you to have
employees because the store is beautiful.
You're only doing the store.
I think there's a big statement that you said in the middle of this talk of like, I don'twant to be online.
(46:04):
That's not me.
That's not what I do.
And I want to commend you for that because I think a lot of brick and mortars feel thatthey're missing an opportunity somewhere online.
And I always argue like you're missing the opportunity to bring more people in the doorand then sell them more things.
Traffic is something that you can
work more on rather than feeling you have to open another store online.
(46:26):
We did online at the last location and I had a photographer friend and she for just funwould come in and take photos.
I mean, amazing photos and it's still only equated to 1 % of my sales.
And I said, I'm putting all this work into the store or into the online store that myin-store was suffering.
Like I would look around and be like, these racks need reworked.
(46:47):
What have I been doing?
Well, I'm coming up with these like wordy descriptions of all the pieces.
I don't put descriptions now.
I enter in my inventory.
I put the important stuff, the data that I'm going to need.
Like what, what category is it?
You know, just like the silly things that really actually matter when you pull the data.
So I put a small assortment of stuff online for people to see what I offer, but that's it.
(47:12):
no, no, I'm trying to like run ads to the page and get people to your conversions up.
Like you don't care.
No, it's an info website.
Yeah, exactly.
Come into the store.
Come in or try it on.
Come chat with me.
Let me help you.
I mean, I think I think it's so bold for you to say that and I love it.
I completely agree.
(47:33):
Well, thank you so much.
I really appreciate you like walking through so much of your story and being so honest andopen.
And I think like I think it's fun to feel like like you said, you had a little bit of apractice round, a very expensive practice round.
But like you had a practice round and now you're really like living in
the boutique dream that actually feels the best.
(47:53):
Because I think that's the other thing.
I don't think that your last store wasn't like what you wanted.
Like I think there was, know, because I relate to that so much.
My store was like so cute and I loved it.
was in a great downtown and we had great people.
And like also it just didn't really work for me.
Like it didn't feel good for me.
And when it starts to not feel good, that's when you really have to like say what needs tochange.
(48:15):
Like what is it?
And you took a big risk.
So I want to just like
tell as many people as I can your story because you're such a good example of someone whowas like, I'm 100 % in and I'm going to navigate my way through this as scary as it is, as
crazy as it took me six years.
But like here I am and I'm set up for the next 20, 30, whatever you want.
(48:38):
know what I mean?
That's really, that's really, unless like, I don't know, unless something really insanehappens in our world.
I mean like you're, you're there.
you're there.
and you're there.
It's crazy.
I can say that I've increased my posts because I feel good now.
Like, I don't feel silly.
Like, before I felt like a silly boutique owner.
Like, I owned a store.
(48:58):
And now it's like, I am a boutique owner.
I own a profitable women's clothing store.
And that's cool.
And I'm proud of that.
And I think that having that feeling has helped posting much better.
It's not work anymore.
like, it's time to post.
Let me post something.
There's less like stress about it.
There's less stress across the board.
(49:20):
It feels good.
I love this so much.
like the way, you're like my boutique land superstar.
You're that like upper right quadrant on all my webinars where it's just like, you feelgood, you're profitable.
Like you just know what you feel like you know what you're doing.
And that's when it's not hard.
Like everything you're saying, I'm just like, yes.
Yeah.
Like I kind of manifested you in a weird way.
(49:41):
Cause like I've written a lot about.
this feeling and this person and who they are and the journey they go through and likeyou've gone through my entire probably like bits of customer journey.
You know what I mean?
Even from my perspective.
So it's just so nice to see you.
I'm like you said the other side of this and in that other side is just like the grass isso green and the sun is shining bright and like you're living your best life.
(50:04):
Like I just I have no other words than congratulations.
Thank you.
Thank you.
I could not have done it without you though.
I tell you what like
The reframe of how to run a business is, mean, yeah, amazing.
Thank you.
Thank you.
You're welcome.
like, needed, I, you're the reason I keep doing it.
(50:26):
Cause I have those days too, where I'm like, ah, what's gonna happen?
You know, but I just, I truly in my bones feel like the downtown retail store, like whatyou're doing will never not exist.
Like,
It has always existed.
It always will exist.
It may look different.
It may feel different and be called something different.
(50:48):
like retail is the oldest one of the oldest industries.
Like it's not going to go away.
And so I think you've made it work for you.
You made it work for your customer.
like, you know, everyone's like retail apocalypse.
I'm like, come talk to my clients guys.
Like they're not like, you know, we all have our pockets of worry and anxiety and I getit.
But like you said, when you're running it with a plan,
(51:11):
to be profitable, you're set up for success and you're set up in a way that not much cantouch what you're doing.
You're really solid in what your business plan is.
I agree completely.
Completely.
Gosh.
Well, if people want to follow you, we'll put your info in the show notes and all thatstuff.
But Rushmore Routique in St.
Louis, we absolutely, your store is beautiful.
(51:33):
Everyone should follow you because like, just copy what you're doing and...
feel your vibe of your energy because like it really is magnetic and energetic and it'slike it's so fun to like I feel like you're kind of like a little sister who I've like
watched like grow up and like grow like blossom like really truly like I'm I don't like Iit sounds so stupid but I just like seeing where you came to me at to now it's really in
(51:59):
three years like I mean it feels like a long time obviously it feels like in a turn I feellike I've known you my whole life and at the same time like you turn the ship
really fast and like you like you stayed in it through some really hard times.
So like I just you have a great support system around you.
You have great family like you've had a lot of good stuff on your side.
So and you've capitalized on it.
(52:21):
So yeah.
Oh my husband.
My husband goes tell Emily I said hi if she remembers me.
I was like I'm sure she does.
Of course I do.
Do you know any husbands I know too like yours is not the only one like I love husbandsbecause it's like they care.
They care.
for me, my clients have generally have very supportive spouses and have family around themthat wants them to be successful.
(52:46):
you're so lucky to have that, honestly.
But I think that that's part of the deal is like saying, yes, get the help you need,Sydney.
Like, yes, go do this thing with Emily and seeing how it plays out.
It's not a requirement to have your like.
spouse's approval, but it's always a nice thing when you know you're in it together, youknow, and it's like a joint decision.
(53:08):
Oh, I'm so happy.
So thank you.
Thank you, Sydney.
I really appreciate it.
Thank you.
ah What a good talk.
I want to tell your story because I feel like I am so proud of you for never giving updespite everything that's like challenged you since I met you.
And that's not even before like I didn't even know you when you first open Rushmore,right?
So like I don't even know what the hell was to climb when you got there.
But like I just think it's important for other boutique owners to hear your story and howyou chose to be brave at different times and how you chose to like be patient a bunch of
(00:29):
times like
I think it's a testament to what it really takes because let's just start off of like,you've had Rushmore Boutique in total, has it been five years or four?
It's five.
be six in August.
I know, isn't that crazy?
Yeah, that's fast.
Okay, so six years we've had Rushmore in existence and you started off with that firststore in Alton?
(00:53):
Yes.
That was your first, you were like, I'm just gonna open Brick and Mortar.
And it was so funny because I...
Originally, I thought that it was gonna be like a thrift store.
And my mom was like, thrift stores are, I mean, pretty like abundant.
What if, especially in our neighborhood, like in the town that we were in, she said, well,what if you did a boutique, like new clothes?
And it was like, mom, genius.
Okay.
(01:14):
And so I like quietly was planning and like, started planning.
Okay, so we closed on the building in December of 2018.
And then I was like quietly crafting it, like getting it together, like sourcing racksfrom places and like whatever.
And I officially told my boss, I put my two weeks notice in midway through June, made itthrough inventory in July.
(01:39):
And I said, okay, I have four weeks to open.
And then that's, and then I'm open.
This is my job now.
Okay.
And just to catch anyone up that's listening.
you were working previously at another retail store, right?
Am I right about that?
Okay.
So you had, yeah, you were in management, you had experience, you came at this wholething, kind of knowing what you were doing, having more confidence than the average person
(02:03):
starting from nothing for sure.
I would definitely say so just because you, think working in retail, you get an idea oflike, okay, rollouts happened this way and like tags look like this and skews are like
this and you you learn the, you learn the standard.
It's like the standard practices of a retail business.
Yeah.
That's smart.
you guys bought the building in December, fast forward seven, eight months, and you openedlike September 1st?
(02:31):
It was August 10th.
Okay.
Oh, even 2019.
I love that.
August 10th.
So you really were like open right before that fall season got crazy, but you could openwith fall merchandise, right?
Yeah, I did.
I opened and it was funny.
I didn't have any secondary plan.
just put, said, okay, $5,000 is enough to fill the store.
(02:53):
Okay.
And we'll go from there.
And so, I mean, after the first weekend, I was like, it looked like I was going out ofbusiness.
There were like nothing on any of the racks.
And I was like, my gosh, now I have to buy more.
Yes.
People are nodding their heads listening to this.
So when you started, remind me the price point, the vendors you were kind of, like, whatwas the vibe of the store when you first opened?
(03:17):
It was very, I would say sort of simplistic.
Actually, I remember the first color palette, because every month I have kind of like acolor story that I worked around.
And this one was like muted pinks and purples.
And then like, I think I had a pop of yellow, but it was very like late fall or latesummer, early fall.
Yeah.
yeah.
Those like sunrise colors.
Yeah.
(03:37):
Sunset colors.
Yeah.
The price point at the time, I only did a 2X on everything because I didn't know.
my gosh.
Actually, I didn't know to keep all my invoices.
I'm like looking through stacks of paper because you know when you're starting a business,you're like, I've got like all this stuff that I need and I'll just keep it all in one
folder.
my gosh.
my gosh.
I had no idea.
(03:58):
I underestimated entering in all of that stuff.
And
I didn't print barcodes because I didn't know that there was that technology yet.
So I had like typed up on like an Avery template, all of the all the SKUs, the size, theprice for like all of that stuff.
It's crazy.
Wow.
So you, you just went A to Z right away.
(04:21):
And when you say a 2X markup, so your price point, what would you say your wholesale costswere for a lot of that stuff, just to give people like an idea of what that 2X looks like?
Were you at the 20, $30 wholesale?
Yeah, wholesale wise, was probably, my highest stuff was probably $30.
And that was like this really like elevated brand, I would say.
(04:45):
My most elevated of the hierarchy, a brand called Sisters, which doesn't even existanymore, but they probably should have retailed at like a 98, 120 range.
I was retailing them at like 60-ish.
And I remember getting up to 80 and feeling bad about it.
was like, Ooh, is that too much?
But I, um, but that's definitely like where I wanted to be was in that realm.
(05:08):
The like, I mean, 80 being at an average price point is really what it should have been.
But I was, I was playing safe.
was staying at like a 40.
Man, it's so hard to remember those numbers now, but I want to say it was like, like a 40to $48 was probably the average retail.
Wow.
So really like affordable.
(05:29):
Yeah.
In terms of the scope, which I think kind of worked in your location.
Maybe that is why you sold out so quickly that first day is that the price point was bam,like perfect for your people.
Yeah.
Yeah.
The price point was good for the people, but I feel like I wasn't making the money on myend of things, which I think was probably my biggest mistake.
Sure.
(05:49):
But like you didn't know.
Like how would you have known?
Yeah.
Like, that's the hardest part, right?
It's like, I think this is a good point place to say, you were, again, in a positionwhere, you knew a lot of things.
Like, you worked at a retail store in management.
You knew how, like, you were hitting sales goals.
You were doing calls with corporate.
I mean, you were not just, like, showing up every day and clocking in and clocking out.
(06:12):
Like, you're doing a lot.
And at the same time, transitioning into boutique land had challenges that you couldn'thave even, like, expected because they're just new and different and...
not what you had, you never set prices in your other stores.
So why would you know how to do that here?
Like one of the things I love about you is like you're always learning and you're likealways like, what can I do better?
(06:34):
How could, what's a different way I could look at this?
And I feel like that's it too is like, you know, you know a lot and you're, willing to beopen and learn.
Did opening right before COVID become a thing for you where like that's, I know for a lotof people that's kind of their.
story there or that's part of their origin story or their villain story or whatever, youknow, like, I feel like they are very much I opened and then it was COVID and what how was
(06:58):
your experience during that transition?
It felt so surreal.
And I think that looking back now, there are a lot of things I would have donedifferently.
But I mean, it was crazy.
We went to that the magic show in Las Vegas in February before the shutdown, you know,
I was there.
Sourcing was in like a separate tent outside.
(07:20):
They were like, we think you guys are sick.
You know what I mean?
Like, know one showed up and nobody went to that tent.
There was no one in that tent.
There was like sparse vendor.
I think 300 people can't 300 vendors or something canceled.
That was a weird show.
And then it was like, I went on a cruise right after that.
And we were like, should we go like, should we go on this cruise?
(07:42):
And then like, thank God we did.
Because then then it was like really shut down and like, you know,
But were you, so you were open in the store and it's kind of like the slower season,right?
March, April, like still getting into spring.
Were you able to be open at all or were you just like, just went online basically?
What was your strategy?
Pretty much just went online and I was looking back at numbers and I'm actually impressedwith how much money I did make at the time.
(08:05):
Cause I mean, I could have just been like, whatever.
But I think that the whole time I kind of ran around like a chicken with my head cut off,you know, I think a lot of us did, but I was just like, how could I, what, what should I?
How, you know?
We are still new too.
I mean, you opened like a few months ago and now, my God, like a global pandemic, likehow, you know, this is insane.
So you're like adjusting to a new normal and then that new normal for you gets turnedupside down again too.
(08:30):
So I love that you said that you did better than you thought when you look back at thenumbers.
You know, I just want to say like, I don't think anybody enjoys numbers unless you're oneof the people that enjoys numbers.
I am now.
Yeah, right, right, right.
The general population though is like,
Back then, were you looking at your numbers?
What kind of things were you looking at to grow your business?
(08:50):
Or was it really just chicken running around?
During the time that I was shut down, it was very much just like whatever I can do,however much money I can make within safety reasons.
And so much of my perspective was how do I do things safely?
How do I come at this whole thing from an angle of I care about my customers?
I'm not trying to money grab.
(09:11):
And I think that was really a good move on my part.
just by being a new business.
But I had a lot of people buy gift cards.
And I remember customers would pull up in front of the store and I would like bring outthings and they would like, it was so funny.
And they were like, I'll take one of those.
yeah, that's amazing.
Just any way you could do it.
I mean, this is again, the perseverance, because I think transitioning out of COVID, thefact that you made it through COVID, you started to open up again, and you're still in
(09:39):
your original location.
So at that point, you were kind of going.
Like you were open, you were going, but you still, I mean, when you came to me, that musthave been August of 2021.
2022.
2022.
Okay.
So you ran for a couple of years, so 2020, 2021, and you enjoyed the store.
You were working hard.
(10:00):
You enjoyed it.
I feel like you've always had the passion, like, this is my career.
Oh yeah.
It's totally, it's exactly where I need to be.
It's the best blend of like artistic, fun, creative pieces, but then like,
the business element of like having goals.
I've always been a goal setting person.
So it's like, I can set my own goals and then just like try to beat that.
(10:20):
And that's so much fun for me.
So.
I love that.
And that's, know, honestly, there is, I think you do have to be a little bit competitivein a good, healthy way, like with yourself when you're a business owner, because there are
so many pivots, there are so many ways to go and like, what is the right path?
And I think when I met you at Magic,
Did you come up to me or did we talk after you?
(10:41):
Did you send me an email?
Cause I feel like our first time, I remember very distinctly, like however you communicateit to me, you're like, I love having a boutique, but something is wrong and I don't know
what it is.
And I feel like maybe you can help me.
And I actually feel like you were like, didn't you write something wild?
Like, am I like either this works or I like throw in the towel.
(11:03):
it was my review.
Okay.
So I was in your first skies, the limit course.
Yes.
But the first time I met you was at Magic in August.
I'm sure you remember.
Did you come over to me after?
I think you did.
Yes, I did.
I sat down just because I'm one of those crazy people that really loves like conferencecalls.
really eat up.
Yeah.
a good webinar.
(11:24):
Totally.
So I'm like sitting there and I feel like you're talking to me.
I was like, does this lady know that I need to hear this right now?
And my sister was with me and I'm like, this gal's got it.
Like, I don't know what her thing is, but like, I need to know her.
And I stood in line, you were like talking to some of your like previous cuts, likestudents or whatever.
(11:46):
And I told my sister, I was like, I need to talk to her.
And I'd never tried to like talk to a speaker like that before.
So I stood there for a little bit and I was like, this is stupid.
I need to go.
We actually walked back into the show and I said, what am I doing?
I need to go talk to her.
something exciting.
I'm I know.
It was like the most weirdest thing.
And I was like, I'm going to go talk to her.
(12:06):
And my sister Bailey was like, okay, yeah, let's go.
Let's go.
You were like, did you leave and come back?
And I was like, yes, because I need to talk to you.
And I just don't even know why.
And you were like, well, let's chat.
Yeah.
Well, I'm always.
So I love talking to people in real life.
And because I work online so much, I love going to Magic because I get to see people and Iget to like see them at a point where they're not in their store or two and they're
(12:31):
getting that perspective on what's actually happening.
I think when you leave your day to day and the store, that's why I love encouraging peopleto go to shows because yeah, all the obvious, but it gives you perspective and it gives
you like other, oh.
I never thought about this or I never thought about that or like you said, like, I don'tknow why just talked to her.
(12:52):
I just do.
It's so wild.
Well, I think I gave a talk about product assortment and pricing.
I think that was like a pretty big talk, actually.
It was like the first post-COVID.
I think I had like just had Adeline.
I was like right coming back and it was a big talk.
I remember them being like, we want slides and I really put a lot of effort into it.
(13:12):
So I'm glad it resonated with you.
Was that the one where I got some hard questions and I was like,
I think there were some, yes, I think so.
You were like, that's a whole separate talk.
Yeah, I think I had to say that a couple of times because someone, felt like people werelike, not really being like me, but I felt like someone was like trying to like stump me a
little bit.
And I was like, I get what you're saying.
And that's not what I talked about or something.
(13:34):
You know what I mean?
Like I was like, but like that's like, I can't, you know, it's hard to consult people fromthe stage in front of a hundred people, you know, it's like,
Yeah, man.
But whatever.
was I'm glad I met you and I met a bunch of that was a great talk.
And like you came over.
I love talking to people.
And then I don't know.
I feel like I heard from you after maybe you sent me an email or you were like, you know,you got like one of my little programs.
(13:57):
And then when Skies came out, you were the first person to sign up.
I was like, you like signed up before the webinar was over, I think.
Like it was so quick and did.
my God.
Like, OK.
And I knew I had a good program.
Like I knew it was going to be good.
But
You and one other person signed up in the first 24 hours and I was like, this program isgoing to be really good.
(14:18):
And I feel like that's where, I mean, you came in and you were just like, this works or itdoesn't.
And many people came into that program like that.
They were just like, I'm at my wit's end.
I'm working my tail off.
I have no money to go for in my bank account.
What is going on?
Yeah.
Well, you probably don't know this, but I was at the breaking point.
In October, my husband and I got an estimate on the roof.
(14:40):
And the guy
It was an exaggeration.
This guy definitely blew it up more than it was, but he goes, I can't even be in thisbuilding.
And we lived above the shop in this building in the downtown of where we lived.
And he was like, I can't even quote you because this is dangerous.
It's not, it wasn't.
oh I literally cried.
was like, I have to would have balled.
Yeah, it was horrible.
(15:02):
then a couple of days, because I wasn't making money.
The name of the webinar was overworked.
Underpaid.
Yes.
Yeah.
Underpaid.
That was a great, that's a great webinar.
Yeah.
When that came through, I was like, this is it.
I need to take this.
And then I remember my husband was watching like a Halloween movie and I'm pacing aroundthe house going, do I need to spend this money?
Like, should I take this course?
Like, what do I do?
(15:23):
What do I do?
And he's like, just take it.
Like, and I was like, you're right.
Because I either take it and it works and everything turns around or I don't take it.
And I forfeit my business, which is going to be expensive anyway.
Yeah.
You're not wrong about that.
And I think for you coming in,
I felt this feeling with you where there was this friction of like, know what I'm doing.
(15:44):
Like I am good at this.
I like I am confident in my ability and my intuition.
Like I've been running this freaking store and also there's something missing and what isit and why is the money not there?
It was like this really and I think a lot of people in that group had that were havingthose moments where it was like, what the heck?
Because a lot of times it's
(16:04):
It's not until the end of the year that you realize, not until October or November, whereyou're like, OK, OK.
And it's like it does become a make or break.
But I feel like you coming in, what were some of the first things that really like werethose light bulbs for you?
Because I know like you do the work to like I feel like you came in, you're like doing themodules, you're like on every call, you're like asking questions like that's what I like.
(16:27):
You're such a good student.
It's like I like there's some people and like if you're in my crew of like kind of.
all the time people, kind of like know who's around and you know who's doing what andwhere they are.
And but you guys are the people that do the work and you see the results.
And so it's like, what were those first couple light bulb moments for you as you thinkback?
always knew to look at the numbers, but I didn't know what I was looking at.
(16:49):
So most of what I was doing was definitely off intuition.
But it was like, I remember the aha of, OK, you download your data.
Yeah.
Make a pivot table.
And it was like, what?
this is how I do that.
It was game changing.
Game changing.
And the funniest part is, like, I love when it's that simple, because it's like, of courseit's that simple.
(17:13):
And of course, a lot of people want to overcomplicate this, but actually, this is sological.
Like to me, it's the logic behind the retail pieces and parts that it actually is obviouswhen I just show it to you.
You know, but until I show it to you, it's kind of like, you're right.
Like where does the data go?
What does it mean?
How, how is it affecting anything?
(17:34):
Like, okay, I know how much I'm selling.
Yeah.
Well, what after that?
Right.
What after that?
And, and how you've seen some of my made spreadsheets that I do on my own.
I kind of go above and beyond.
And I feel like I didn't know there were easier ways to do things.
So, I mean, just like simple tips and tricks on how to use like Google sheets or Exceljust.
(17:56):
learning those bits and bobs that take formulas and add them into new places or that aformula can be super easy.
You don't have to say like a a one plus a two plus a three plus a four.
You just sum all of that.
And it's just like, whoa, it's not as hard as I thought it was.
Yeah.
Well, I think too, like some of this tech stuff you're talking about.
(18:18):
It's interesting because I never used Excel before I started at age 22 at Abercrombie andFitch.
Why would I have used it?
I mean, we just like, I don't even think it existed when I was in like high school.
mean, you know, computers were still kind of new for us.
Like honestly, I'm not age, you know?
And I think like you're striking this chord of like, you don't have to know everything.
(18:42):
Like you can, you are putting in the work, but like you said.
How can it be simpler?
How can it be faster?
How can it be more impactful too?
Because you're actually looking at the right things and like, let's talk about some of thechanges we made in your store.
we, correct me if I'm wrong, but the way I remember is you came to me, you're like, okay,my prices are in line, my margins are feeling better, but I'm not selling the way I used
(19:05):
to.
And I think kind of now actually having this other conversation, you're just price pointswere so low before.
So was like, you were just underselling yourself.
But that also brought us to the revelation that actually we need to maybe change theassortment for this crowd.
so talk through that, because it was also like you had the opportunity to open a newstore.
I would love to hear that from your perspective, because I think that whole transitionpiece was like, that's one of the places I want you to talk about, because it's
(19:31):
perseverance.
You have persevered and pivoted through things that were not necessarily what you wantedto pivot to either.
Anyway, so.
You have the store, you have the assortment with these beautiful designer like pieces thatyou're undercharging.
You raise the price to meet it where it needs to be and then sales slow down.
Yeah.
So sales slow down.
And I think you and I kind of evaluated and said, well, what price point do they want?
(19:56):
Ransom numbers were able to come up with the price points for all these differentcategories.
And then I was stuck with purchasing products that I didn't want.
Right.
And in order to keep
wanting to come to work every day and being passionate about what I was doing, I was goingto have to sell things that I liked.
You know what I mean?
Yep.
So I remember you and I having a talk where it was like, okay, well now I'm making money,but all my stuff isn't what I like.
(20:22):
It's not what I want to sell.
The boutique is becoming something that I don't really want.
And if that is the way that this is going to go, I need to change something.
So what if we moved?
And at that point I had been through a lot of life changes.
So it was like, let's keep rolling with it.
Let's just.
Cause we ended up having to move out of the building that the store was in, not becausethe roof was cave in or anything.
(20:44):
The building is still standing.
is still a perfectly fine building.
If anyone wants to buy it.
No, I'm joking.
So because we moved, was like, well, now there's no reason to stay in this location.
Like the world is our oyster.
Where do we want to go?
And so we ended up moving to the nearest city.
We're in, we're in St.
(21:04):
Louis now and it's so.
much broader and it's got the city girl who I'm selling to you know what I mean so theproduct is certain is now on par with my customer.
Whereas before it felt like I was I would get a lot of would you would you go to marketwill you buy for me and I was like oh like I'm I'm if I do this that I'm not buying from
(21:26):
me anymore and buying for this other customer who isn't me yeah and that was complicated.
I felt a lot of guilt around that and I think it's selfish to say, but I didn't open aboutique for somebody else.
I opened it for me to be able to provide women like me the products that they weren'tfinding.
Yes.
And I think there's a lot of dropping the ego in a way because like you modified yourentire assortment so that you could make money in that location.
(21:52):
You had to be so location specific.
And I think that sacrificing your style to make money.
wasn't fun because you start to realize like it's not about yes, it's about the money.
We want to make money.
But if you're not like opening a package of new merch and just like drooling over it, likewhat is the point?
(22:13):
Like what is the point?
Because we're selling art.
I think all entrepreneurs across the board know like it is hard work being anentrepreneur.
I can easily like throw in the towel and go work in a retail store, top management,whatever, and make more than I was making.
Yes.
Yes.
And work less hard.
So there has to be the benefit of like, I love what I'm doing so much that it doesn'tmatter.
(22:39):
Yeah.
And yes.
And I think for you, much like for me, we picked locations based on intuition, based onsome data, like we're smart women who open stores in locations that weren't really the
right fit.
It just like was
It was almost like dating someone who then just you're like, we're just not reallycompatible.
(22:59):
Like you're a good person.
It's a great spot.
That's cool.
Just not for me.
And I think like sometimes you kind of have to, like I said, drop the ego and instead ofsaying, well, this is what I thought would work.
And I'm going to grasp this tightly onto it as possible.
You were like, this is making me unhappy.
And I just need to like cut ties.
Say that was a great start.
And now like you, I feel like you're onto your second act now, honestly, with the newRushmore Boutique.
(23:23):
mean,
hearing who's moved in around you.
mean, well, first of all, talk about the process of rebuilding and like moving, because Ieveryone to be so clear, like you have an absolutely gorgeous store and it took quite a
bit of work to get it there.
So you just outline that a little bit and some of the delays you had, because I think,again, persevering through all of this is like what I see as like a very overarching
(23:44):
theme.
Yeah.
my gosh, the perseverance.
So.
I follow a lot of my intuition.
You know, when my gut says to do something, I usually do it.
So when I knew to move, I knew there were three things that I wanted.
I wanted exposed brick.
I wanted it to be in a neighborhood and not like a strip center, not like the mall.
(24:05):
I wanted that like neighborhood element and then wood floors.
And I know those are such silly things, but so I looked at a couple spaces.
I was going to have to kind of like tweak things.
Like one of them was next to a yoga studio.
So was like, well, I need to sell like athletic wear and like kind of, know, and thenagain, I was coming back to the place of, oh but that's not what I sell.
That's not what I like.
(24:25):
That's not how I dress.
So.
I stumbled upon this place and the neighborhood itself, it's got a lot of youngprofessionals.
It has a lot of professors at the university nearby.
It has students at the university nearby.
We're not, like a couple blocks away from a doctor's office.
So there's tons of doctors and surgeons.
And I mean, it's working people, working women who wear things like what I wear.
(24:51):
It is a little bit more affluent in that sense as well.
It just people are average.
Yeah.
Yeah.
That's a higher income neighborhood.
Yeah.
That's great to be aware of because you, you know, you need people that can afford yourthings.
Exactly.
And so then I found this space.
It's actually, it was, it was something like, it was a little over 2000 square feet.
(25:13):
And I was like, that's way too big, but I'm going to go look at the space.
So we go in there and I called him and he answered the phone, which is uncommon in thecommercial real estate.
game, I suppose.
And I said, I'd like to come look at this space.
And he said, well, are you familiar with it?
And I was like, kind of, it's close to this taco shop that we go to or that we have goneto.
(25:36):
And he said, well, there had been a fire.
And I remember that fire.
It was back in 2022.
So he said, you're going to have to use your imagination.
And I was like, please, good.
Okay.
Let's talk.
We get there.
And he said, this big space is actually going to be half this size.
And I was like, perfect.
That is the same square footage of my current store, which I love and I know how tonavigate through and I know how to merchandise and stuff.
(26:00):
Then I got to pick my floor.
I had to pick my paint color for the walls.
I got to the ceiling.
Like it was awesome.
And if you've ever done construction, then you know, it always takes twice as long as it'ssupposed to.
So he said, I should be in there by November of 23.
And at this point it was like July of 23.
(26:21):
And I was like, okay, yeah, cool.
That would be awesome.
But for whatever reason, I kept it on the hush hush.
didn't announce it to my, customers or anything.
I hardly told, you know, my friends pretty much and time kept passing and we were about amonth out from November.
And I was like, I'd like to check out the space.
Like where are we at?
And he's like, it's looking more like February and my contract started in February.
(26:44):
He said, we're going to push it out.
So that way, you know, for safety purposes, you know, just to kind of have a littlepadding there.
I said, okay.
So.
I'm thinking in February we'll move in.
Okay, so January rolls around and I'm like, this place looks the same.
There's still, we're looking at subfloor and charred beams up on the walls.
(27:05):
I mean, it's like, nothing's done.
And I'm like, I don't think it's gonna be done by February.
And he goes, April.
I promise it'll be done by April.
And I was like, okay.
And it's in an email.
So I'm like, it's gotta be April.
He put it like in print.
So in March, I announced it at the beginning of March, I said the end of March will bewhen we close this location and we should be opening soon.
(27:26):
I'm not quite sure when though.
I remember the very last day, it closed the doors.
I was like, okay, I'll start planning what moving is gonna look like.
And I tried to sell down as much product as I could.
didn't buy product for a while prior to that.
And, cause that was the beginning of spring.
And so I don't think I bought anything from like December until March, for the most part.
(27:49):
Everything was very, very slim, but I did have on order my April, my May, my June, and Ithink a little bit of July.
And I was like, I came for the new store.
So I'm at a new price point.
You know, I've, brought it up a little bit.
So April rolls around.
No, we're not moving in yet.
And from about April until I'd say June.
(28:13):
Every two weeks, it'll be another two weeks.
It'll be another two weeks, just two more weeks.
so I'm, I'm looking at all this product rolling in.
I can't cancel these things with these vendors that I don't want to ruin a relationshipwith.
Not to mention, like, I think that we become really partial to certain wholesale reps andI know that they have a business and I'm like, I don't want to screw over this woman that
(28:36):
I've been working with who I think she's passionate about what she's doing.
She's making a living.
So I'm like, okay, I'll just.
put it on the credit card.
I just kept putting it on the credit card and I was like, my gosh, this is the worst.
But I got to the other side and were paid off.
Everything's fine.
But it was really scary.
(28:56):
Oh my gosh.
And then some crazy stuff happened with my credit, a timeshare, my mom's timeshare endedup getting put on my credit.
And so I this huge personal loan.
And so my credit card, they, they gave me crazy amounts on that credit, my business creditcard, cause I was off.
ah
You know?
Yeah.
And they cut the entirety in half.
(29:17):
And so not only am I accruing all of this, but then they cut it in half and I'm like, it'sgoing to be okay.
We're going to make it to the other side of this.
It's going to be fine.
And I tell you, I've never meditated so much in my life.
Well, I mean, you're constantly you're racking up a bill for a store that doesn't exist.
(29:41):
I mean, essentially, like that's horrifying.
Like I like that was didn't end up being eight months.
Like, when did you actually open the doors actually opened in on October 15th, April, May,June, July, August, September, October.
Yeah.
Seven months.
Like that's insane.
(30:01):
And the fact that you had closed, let me ask you this, are you glad that you closed thedoors to the other store?
do you, are you now look back and you're like, I should have stayed open?
Like what would you have done differently there?
Or would you, is it fine?
I think that having the separation from the old store was the best thing I could have donefor the new store because it separated me.
(30:24):
Like it gave me a clear view.
of what I wanted the new store to look like.
I wasn't so clouded with these like, well, I did it this way.
So I have to do it this way again.
It was very, I did it this way, but now I can see the new, I can see the new angles I cantake.
I can adjust things.
doesn't have to be the same colors.
(30:46):
It doesn't have to be the same vibe.
It can be a little different.
It's a new store.
Yes.
I love that.
I love that.
Do you feel that you took customers?
Have customers moved over to the new store?
Yeah.
And it was so funny because I had basically signed off that they wouldn't.
And I had a lot of people that were like, you should go online.
You should do these things.
(31:07):
And I was like, that's not what this store is.
Like, I don't do online because I just don't.
I don't want to.
When it comes down to it, it's just me.
So it has to be what I want to do.
I was surprised at how many people came over.
basically, the first day that I was open was from...
think it was from five to eight and it was for all the neighborhood.
(31:29):
And then it was, it was neighborhood businesses so that they had the opportunity to comein because a lot of times, you know, all the independent retailers, we all work the same
hours.
So it's really hard to get into somebody else's store.
So I offered that late night.
And then I also sent it out to my already established email list.
I said, this is when I'm opening.
I'll be open for these three hours.
If you want to come, that would be great.
(31:50):
Preview night.
love that.
Yes.
And the people showed up.
They were excited.
It was great.
then of course they were.
Yeah.
Yeah.
I mean, I was just so blown away and now I still have those customers.
And I think that there was the stigma of like, nobody crosses the river.
Cause there's this like river divide between the two States.
(32:11):
And it's like, Oh, it's so far away because there's a river.
Right.
You have to go over a bridge.
That's wild.
Yeah.
Yeah.
Yeah.
So there are customers who, who
were not living in the town we were in, but they would come to see their mom or they wouldcome, you maybe they were college kids or whatever.
And even when they come home, they still take the drive over to St.
(32:34):
Louis to check it all out, to shop, to have fun, to see me, you know, it's cool.
It's incredible.
It's incredible.
And now you've been open now for seven months.
So like we were closed for seven months.
Now we're open for seven months.
How are you feeling about the move?
I mean,
I'll just say my reflection of you is like, I feel like you just seem so aligned.
(32:56):
Like you're like in the right place at the right time.
Like your outfits are always on par.
Like you're posting all the time.
Like your store is fantastic and beautiful.
And like you said, I think feels like the other location, but a little bit turned up, likea little bit more luxurious, which I think is so appropriate.
And I mean, I am just, the reason I wanted to have you on is because your journey has beenso fun to.
(33:20):
be along with and watch you go through all this.
mean, despite all the other things going on personally, right?
Like just the fact that so much crap happened in your business that you could never sawcoming.
You could have never planned for it, but you throughout it, you were just like, I just gotto go through it.
Like I'm going to go through it.
I'm going to keep my eye on the prize.
(33:42):
And like, here you are.
I feel like
I would call you a successful boutique owner.
I mean, I would have called you that a long time ago, but like, do you just feel like inyour bones now, like you're freaking doing it?
Yes, I have never felt more aligned in the store than I do now.
It's crazy.
I look around and I'm like, this is my store.
(34:05):
And it almost feels like the first one.
I'm so, glad that I did it all the way that I did the first time.
Living above the store was great, especially starting out.
It was almost like practice.
I mean, it's terrible that it was an expensive practice, but it was still, I mean, I wouldnever say that I failed at it.
I would say that it was the best starting point for me because now I have all of thesepractices in place.
(34:32):
I have this really great system of how it all works.
And had I started where I'm at now, I would have fumbled all over the place and it wouldhave been so hard.
but now I've got a routine, I've got a rhythm to it all.
And it does feel so aligned.
Amazing how my customers resonate more with me now.
I'm dealing with people that are like me.
(34:53):
And so I can anticipate what they're wearing to places.
I think we had a gallery night the other day.
I had this gal come in.
She bought a bunch of really great dresses.
And I said, are you going to the gallery night tonight?
First off, a gallery night, which is so on brand for what I offer.
So she says, yeah, yeah.
I think I'm gonna wear this dress.
So now the gallery night's happening or whatever, I've got my door propped open and shepops in, she goes, I did it, I wore the dress.
(35:18):
You know, and my heart is just so full.
Cause she's out there feeling good about herself, rocking her outfit from Rushmore.
One thing that I found that was so interesting.
So the store is a twist off of my last name, but I found that in the old location, peoplewould say, I'm at this boutique, it's called Rushmore, but they'd say it with all this
(35:40):
like,
question like and now when people are in there like, I'm at brush more boutique likethey're excited to say it.
They're proud to say it and it's like hearing that fills my cup to the max.
I mean, it's beautiful.
It's the best feeling in the world when someone walks in your store wearing something thatyou sold them looking like a million bucks feeling like that big smile.
(36:05):
Their eyes are oh, it can make me cry.
I get like emotional about it because it's
What you're talking about is the community and the community you're building in your area.
And even like you said, not even in your area, even in these, you know, women who comehome, stop at their mom's house and then head into you.
You know, like I love that for you because you are now stepping up as a leader in youryour career as a boutique owner in your neighborhood.
(36:33):
And I want more women to feel as and I hate the word empowerment.
And alignment is good.
Alignment feels good to me, but it's still a little like a woo woo wee for me.
like I just you are in your power.
You are in a store that feels perfect for you.
The sales are coming in because of it, I would say, too.
Like, you know, that's you're seeing the financial reward.
(36:56):
And like now more than ever, we need like I feel like my job is to just like keep theboutique industry up and running and moving and educating people like you who are meant to
be doing this.
there is a level of loneliness in owning a boutique where you feel like I'm the only oneand I'm the only person going through this.
And in reality, and you've been on so many calls now, we're all going through the samething.
(37:20):
Even me who doesn't have a boutique anymore, I'm still dealing with similar challenges toyou guys in just the digital marketing space and running Facebook, right?
So I'm so excited for you because I feel like you remembered who you are and now you'reliving as the person that you want to be.
And that's like...
I just love it.
Like I just, I scoff your set, like, and what you said too about, guess I'm in like aboutique.
(37:43):
Like, I don't know that like level of uncomfortableness that people have.
It's like, now there's just like no room for that in your energy.
Like you're just like, no, no, no.
Like we're here, we're Rushmore and we're part of this neighborhood and we're going to behere for 20 years.
Like we're just, we're here and I'm going to keep doing my thing.
I feel like I want to ask you, so you feel so good right now and
(38:05):
What are the things that you're putting into place, into practice that help you wheneverything feels crazy or feels a little weird?
What are those things that you're doing that help you feel grounded and stay focused inyour sore and like also just believing that, I know, cause I know your winter slowed a
little bit and it was like, know, like what are those things you did over those wintermonths to help you be like, no, no, no, no, no.
(38:26):
Like it's coming.
Like I'm okay.
I'm doing okay.
You know, so someone listening could take maybe one of these ideas and
and run with it for themselves when they're not feeling so good.
oh Sorry, that might be a hard one.
No, no.
ah Keep showing up.
Just keep showing up.
You have to.
Because if you're not showing up, then why are you doing it?
(38:47):
Even, you know, life gets hard no matter what.
Like there's seasons where it's really challenging and there's seasons where it's easierand you just have to know like, and it's so, I laugh because I mean, I've been there where
it's like,
Nobody has been in the store today.
I feel like I'm bad at my job.
I feel like I'm gonna fail.
I feel like nobody likes what I have.
(39:09):
And just knowing like, just keep showing up because you will know.
You will find those pivots and like, I mean, all of these like intuitive choices that I'vemade.
I mean, everybody has those.
And if you just keep thinking, I can do it.
I can do it.
I'm doing it right now.
It's gonna be okay.
And you work through it.
(39:30):
You decided that you were 100 % in on being a boutique owner and nothing could, mean,things tried, things tried to knock you out.
Like many things tried.
I mean, at one point, didn't you break your foot?
Oh my gosh.
Like, I mean, I feel like there's been other things, but like even just breaking yourfoot, you're like, I can't even, but that was when you were kind of closed too.
(39:51):
So it was actually okay.
No, it was okay.
So I was co-caring for my mom on hospice and broke my foot.
the day before Thanksgiving, which Thanksgiving doesn't matter.
It's Black Friday, Small Business Saturday.
I mean, I like boohooed about it because I was like, it's the Super Bowl.
Like, it's my time.
(40:12):
What am I going to do?
And my store had steps.
So it was like there was the lower platform and then there were two steps to get to wherethe fitting rooms were and then the rest of shop two.
And I was like, how am I going to clear a fitting room?
I can't, I, I
What am I going to do?
Like I was freaking out.
And you made it through.
(40:33):
You made it through.
You figured it out.
I mean, I think that's it.
It's like you whatever's thrown at you, you navigate it in a way where I think becausethat underlying belief is I am 100 % in on being a boutique owner.
There's no plan B.
There's no plan C.
There's no I'm going to figure it out.
until I get it right or until it works or until, you know, the next intuitive hit comeslike really that's it, right?
(40:59):
It's like we're working like hit to hit like just going through our days.
So, oh my gosh, what do you see as like the future for Rushmore where I know everyonewants to grow, but I also feel like there's something to be said for being consistent and
steady and you know, like what feels like the next couple of years for you?
Honestly,
If things just kept rolling like they are right now, this is the first month that I'mdoing two rollouts.
(41:23):
So I broke up my big one and I'm doing two smaller rollouts.
And if it can keep rolling like that, amazing.
Cause it was like, not that there's ever like a lull, but halfway through the month, I'dget to this place where it was like, okay, well guess I'll batch work a bunch of stuff.
But now it's like, I'm having to use my time better.
And I find myself like lollygagging less.
Cause it's more consistent.
(41:45):
Monthly launches are
good until you hit a sales point where you're sort of forced into launching more becauseyou're inevitably like kind of selling out of the selling out of the good stuff and
bringing in that second launch a month I think also gives you room to mark down thosefirst things that you're sold through a lot of too.
So it offers you a little bit of markdown room and a little bit of newness room where youcan even capitalize on what hit a launcher to a go and bring it back or adjusted or.
(42:15):
whatever that like, I'm excited for you to do two times a month.
I think it's just like slightly more fast pace for like your city ladies.
Yeah.
Cause you're right.
What was happening is I was looking around and I was like, when you have to put two fingerspaces in between each hanger and you're like, this rack looks sparse.
It's like a little two designer, like, you know, one on the shelf boutique, which is notwhat you run.
(42:38):
Right.
Right.
I would also really like to get to a place where I can have an employee.
There are some things that I'm just like,
This is taking too much of my time where I know I should be spending it better.
And I would really someday like to have a weekend off.
You know what I mean?
Committed to that every Saturday, Sunday thing is, you know, it's going to get old soon.
It will.
(42:59):
You're not wrong.
And I like that you see it coming because I think better to be uh aware of it coming andhave it sneak up on you because that's I think what you're talking about is a little bit
of burnout.
And I think it's so easy.
As you said, you're a one woman show and it works for you right now.
And you're still learning the cadence of the new location.
(43:21):
You're still kind of learning the people.
It's like you did open a brand new store.
Bottom line, like you knew what you were doing, but it's a brand new store.
There is something really valuable to spending those first three to six months in it withyour customer, in it with your store.
Then, I mean, my hope would be for summer or fall, you could get some people in there.
The trajectory of sales continues the way that it is because we have a lot of storefrontsaround us that are getting filled.
(43:47):
some, we have like four new restaurants that are going to end up popping in in the nexttwo months.
oh We just added a coffee shop to the side of me that also does like upscale vintage,like, you know, like vintage Chanel purses and like, you know, Gainey windbreakers and
whatever.
And they're popping off.
the nail salon next to us, you know, I mean, it's like the community is really growing andI think it's becoming a destination for people to come shop, which is kicking up some of
(44:14):
that traffic.
And if traffic picks up the way that it continues to pick up, then by the fall, I'll haveto have somebody for those Saturdays and Sundays.
Yeah.
Just like the volume of people will be too much.
Yeah.
And like, I feel like fall is kind of boutiques, always their season to shine withbeautiful sweaters and jackets.
And especially for you, I mean, like your style is so
(44:35):
lovely and I think you, you know, your price point now is, I think you should just talkabout this too.
And I think we kind of talked about this on our last call where you have high end vintageon one side and then you have another store that's selling two $300 price range items for
a different customer than you for sure.
So not competition, but just to kind of wrap us up here is like talk a little bit aboutthat price point shift and how it feels.
(44:58):
Cause right now your average price point is around $80.
To 80 to 90 typically.
Cause my denim is like 118, 128.
that moves that average up a bit, but yeah, the learning curve on that's been reallyinteresting.
But my price point has pretty much doubled.
My margin is so healthy.
Even when I do sales, like markdowns and stuff, still healthy.
(45:19):
Like, and it feels so good.
Like my bank account reflects it.
The store reflects it.
There's none of those like tchotchke.
pieces, you know, like I put them on sale and they sell.
And it's like before, it always seemed like, what's wrong with this?
And now people are like, it's like the last one, I got to grab it, which is a totallydifferent mindset.
(45:42):
Yeah.
Interesting.
Well, I think that for you, you've set your business up in a way that is scalable and doesallow you to have
employees because the store is beautiful.
You're only doing the store.
I think there's a big statement that you said in the middle of this talk of like, I don'twant to be online.
(46:04):
That's not me.
That's not what I do.
And I want to commend you for that because I think a lot of brick and mortars feel thatthey're missing an opportunity somewhere online.
And I always argue like you're missing the opportunity to bring more people in the doorand then sell them more things.
Traffic is something that you can
work more on rather than feeling you have to open another store online.
(46:26):
We did online at the last location and I had a photographer friend and she for just funwould come in and take photos.
I mean, amazing photos and it's still only equated to 1 % of my sales.
And I said, I'm putting all this work into the store or into the online store that myin-store was suffering.
Like I would look around and be like, these racks need reworked.
(46:47):
What have I been doing?
Well, I'm coming up with these like wordy descriptions of all the pieces.
I don't put descriptions now.
I enter in my inventory.
I put the important stuff, the data that I'm going to need.
Like what, what category is it?
You know, just like the silly things that really actually matter when you pull the data.
So I put a small assortment of stuff online for people to see what I offer, but that's it.
(47:12):
no, no, I'm trying to like run ads to the page and get people to your conversions up.
Like you don't care.
No, it's an info website.
Yeah, exactly.
Come into the store.
Come in or try it on.
Come chat with me.
Let me help you.
I mean, I think I think it's so bold for you to say that and I love it.
I completely agree.
(47:33):
Well, thank you so much.
I really appreciate you like walking through so much of your story and being so honest andopen.
And I think like I think it's fun to feel like like you said, you had a little bit of apractice round, a very expensive practice round.
But like you had a practice round and now you're really like living in
the boutique dream that actually feels the best.
(47:53):
Because I think that's the other thing.
I don't think that your last store wasn't like what you wanted.
Like I think there was, know, because I relate to that so much.
My store was like so cute and I loved it.
was in a great downtown and we had great people.
And like also it just didn't really work for me.
Like it didn't feel good for me.
And when it starts to not feel good, that's when you really have to like say what needs tochange.
(48:15):
Like what is it?
And you took a big risk.
So I want to just like
tell as many people as I can your story because you're such a good example of someone whowas like, I'm 100 % in and I'm going to navigate my way through this as scary as it is, as
crazy as it took me six years.
But like here I am and I'm set up for the next 20, 30, whatever you want.
(48:38):
know what I mean?
That's really, that's really, unless like, I don't know, unless something really insanehappens in our world.
I mean like you're, you're there.
you're there.
and you're there.
It's crazy.
I can say that I've increased my posts because I feel good now.
Like, I don't feel silly.
Like, before I felt like a silly boutique owner.
Like, I owned a store.
(48:58):
And now it's like, I am a boutique owner.
I own a profitable women's clothing store.
And that's cool.
And I'm proud of that.
And I think that having that feeling has helped posting much better.
It's not work anymore.
like, it's time to post.
Let me post something.
There's less like stress about it.
There's less stress across the board.
(49:20):
It feels good.
I love this so much.
like the way, you're like my boutique land superstar.
You're that like upper right quadrant on all my webinars where it's just like, you feelgood, you're profitable.
Like you just know what you feel like you know what you're doing.
And that's when it's not hard.
Like everything you're saying, I'm just like, yes.
Yeah.
Like I kind of manifested you in a weird way.
(49:41):
Cause like I've written a lot about.
this feeling and this person and who they are and the journey they go through and likeyou've gone through my entire probably like bits of customer journey.
You know what I mean?
Even from my perspective.
So it's just so nice to see you.
I'm like you said the other side of this and in that other side is just like the grass isso green and the sun is shining bright and like you're living your best life.
(50:04):
Like I just I have no other words than congratulations.
Thank you.
Thank you.
I could not have done it without you though.
I tell you what like
The reframe of how to run a business is, mean, yeah, amazing.
Thank you.
Thank you.
You're welcome.
like, needed, I, you're the reason I keep doing it.
(50:26):
Cause I have those days too, where I'm like, ah, what's gonna happen?
You know, but I just, I truly in my bones feel like the downtown retail store, like whatyou're doing will never not exist.
Like,
It has always existed.
It always will exist.
It may look different.
It may feel different and be called something different.
(50:48):
like retail is the oldest one of the oldest industries.
Like it's not going to go away.
And so I think you've made it work for you.
You made it work for your customer.
like, you know, everyone's like retail apocalypse.
I'm like, come talk to my clients guys.
Like they're not like, you know, we all have our pockets of worry and anxiety and I getit.
But like you said, when you're running it with a plan,
(51:11):
to be profitable, you're set up for success and you're set up in a way that not much cantouch what you're doing.
You're really solid in what your business plan is.
I agree completely.
Completely.
Gosh.
Well, if people want to follow you, we'll put your info in the show notes and all thatstuff.
But Rushmore Routique in St.
Louis, we absolutely, your store is beautiful.
(51:33):
Everyone should follow you because like, just copy what you're doing and...
feel your vibe of your energy because like it really is magnetic and energetic and it'slike it's so fun to like I feel like you're kind of like a little sister who I've like
watched like grow up and like grow like blossom like really truly like I'm I don't like Iit sounds so stupid but I just like seeing where you came to me at to now it's really in
(51:59):
three years like I mean it feels like a long time obviously it feels like in a turn I feellike I've known you my whole life and at the same time like you turn the ship
really fast and like you like you stayed in it through some really hard times.
So like I just you have a great support system around you.
You have great family like you've had a lot of good stuff on your side.
So and you've capitalized on it.
(52:21):
So yeah.
Oh my husband.
My husband goes tell Emily I said hi if she remembers me.
I was like I'm sure she does.
Of course I do.
Do you know any husbands I know too like yours is not the only one like I love husbandsbecause it's like they care.
They care.
for me, my clients have generally have very supportive spouses and have family around themthat wants them to be successful.
(52:46):
you're so lucky to have that, honestly.
But I think that that's part of the deal is like saying, yes, get the help you need,Sydney.
Like, yes, go do this thing with Emily and seeing how it plays out.
It's not a requirement to have your like.
spouse's approval, but it's always a nice thing when you know you're in it together, youknow, and it's like a joint decision.
(53:08):
Oh, I'm so happy.
So thank you.
Thank you, Sydney.
I really appreciate it.
Thank you.
ah What a good talk.
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