What makes a community the perfect place to launch a business? In this episode, Ashley from Apricot Lane Boutique shares her why, and it's something we continue to hear echoed throughout the town.
Having moved from Connecticut to Florida years ago, Ashley found herself drawn to Vero Beach for its unique ability to maintain a small-town atmosphere despite continuous growth. "No matter how big Vero Beach gets, it still has that hometown feel," she explains, referencing the perfect environment she's found for raising her family and building her boutique business.
The conversation weaves through Ashley's favorite local establishments– from the delicious Cuban Paella at The Wave to the irresistible buffalo cauliflower at American Icon Brewery. But the heart of the discussion centers on community support and what it means to shop local. As Ashley puts it, "We all have to support each other to keep our businesses open."
When asked about launching a retail store in the challenging post-COVID landscape, Ashley offers wisdom that transcends business: "Tell the people who are going to be on your side and support you, then wait until you've done it and tell everybody else." This strategic approach speaks volumes about her entrepreneurial mindset. Looking forward, she's excited about potential collaborations with other local businesses like Night Owl Coffee, strengthening the web of community connections that make Vero Beach special.
Are you ready to experience Vero Beach shopping? Stop by Apricot Lane and mention you heard Ashley on the podcast!
Presented by Killer Bee Marketing
Helping local businesses in Vero Beach connect with their neighbors.
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Episode Transcript
Well, welcome back to the Vero Beach podcast.
This is part three with Ashleyat the Apricot Lane Boutique,
and today we're going to betalking about why Vero Beach?
What do you love about being abusiness owner here in Vero
Beach, ashley?
Ashley Borenz (00:11):
I came from up north.
I moved from Connecticut toPort St Lucie and Port St Lucie
grew so much from 1997 to 2010.
When I moved to Vero, it wasjust hectic, crazy, like so many
people moved and flooded atonce and it just got so busy.
And no matter how big VeroBeach gets, it still has that
hometown, small town feel.
(00:32):
I love raising my daughter here.
I'm going to love raising myson here.
Upland Connecticut was a verysmall hometown and I feel like
that's how, even though we'regetting very big here, I feel
like that's still the way we allcarry on our day.
Brian Curee (00:45):
I love it.
It seems like the communityhere really tries to really
protect that, and you can see it.
You can see it, you can feel itwhen you go into places, when
you listen to Ray's from IndianRiver Distilleries, when you
listen to his episode.
He said this is the world'slargest Mayberry.
I'm like, and that's just theperfect description for the
community here.
Everybody always talks aboutthe community, so it's a
beautiful part of theneighborhood.
Shawna Curee (01:08):
Now I'm starting to sound like Mr Rogers.
Brian Curee (01:10):
I'm fine with that, love Mr Rogers.
Oh my goodness, they'reshopping and dressing like Mr
Rogers.
You know we didn't move herejust recently, in January of 25,
though we've been coming heresince 2014.
We're discovering so many morenew places.
Do you have any local favorites, like places you like to go
here in Bureau?
Ashley Borenz (01:26):
Oh well, big shout out to La Tabla and
Chelsea's on Cardinal.
I love them so much, I'm arepeat customer of them.
Me and my husband love GreenMarlin.
It's his favorite restaurant.
It's his favorite place to getsalmon in the weeds and we also
like to go to the Wave, which isin Casa Dieste.
Shawna Curee (01:48):
Oh yeah, we have been there once.
That was in the hotel right onthe beach.
Ashley Borenz (01:53):
Oh yeah, we like their rice dish.
It's delicious, it's CubanPaella, paella.
Brian Curee (01:59):
That's awesome.
I'll try it Any other placesthat are your favorites?
Ashley Borenz (02:01):
Well, I used to like to go to Walking Tree
before I had the baby.
We loved Walking Tree andAmerican Distillery we loved
their burgers and pizza.
The brewery American Icon.
Brian Curee (02:11):
American Icon.
Yes, yes, yes, we go there.
Often We've gone there way toomany times.
Ashley Borenz (02:16):
Yeah, I love their truffle fries.
Shawna Curee (02:19):
They have so many good things on their menu.
Every time we try something new, we love it good things on
their menu Every time we trysomething new.
We love it.
I love their deviled eggs andtheir buffalo cauliflower.
That's my favorite, isn't thatgood?
It's so good, it's insanelygood.
Brian Curee (02:30):
Everybody's going to be hungry after this episode.
If you go to the American Icon,let them know.
You heard about them on theVero Beach podcast.
Shawna Curee (02:37):
We would like to talk to them.
Brian Curee (02:38):
There's some new places that you mentioned there
that we'll definitely have toswing by.
What does community and supportlocal mean to you?
Ashley Borenz (02:45):
One.
It means basic shopping, localand keeping it in town.
I mean, I think that's what'sgoing to help all of us get
through everything that's goingon.
Just keep the community going,because we all have to support
each other to keep ourbusinesses open.
Shawna Curee (02:59):
How has the community supported you since
you?
Ashley Borenz (03:02):
started here.
Oh, my God, the Chamber ofCommerce ladies I can't remember
their names right now, but theyare so beautiful.
They helped me with everything,getting it on their Facebook
reminding me and everybody inthe community that you reach out
to, are immediately helpful,going to get all the licenses.
Everybody is just so helpful.
They want to see you win andsucceed.
(03:24):
That just makes you wanteverybody see you win and
succeed.
That just makes you wanteverybody else to win and
succeed, absolutely.
Shawna Curee (03:29):
So, ashley, what is your hope for the future of
Apricot Lane?
Ashley Borenz (03:32):
Basically, I, just hope to keep running and be
able to being flexible for mycustomers and keep good style in
and just be here for the longrun.
I really hope to be part of thecommunity and part of the
merchandise and storefront for along time.
Brian Curee (03:45):
What are some of the best ways for the community
to stay up to date?
What's going on?
Are you on social?
You probably have a website.
Do you have like an email list,anything like that?
Ashley Borenz (03:54):
I definitely do.
We have a loyalty program whichyou can sign up for and you'll
get points for your birthday.
You get ten dollars on yourbirthday and for every three
hundred points you get, you getfifteen dollars off.
Oh, that's a good loyaltyprogram.
Brian Curee (04:10):
I should have plugged Shauna's ears before you
said that.
Ashley Borenz (04:14):
And also we have with that.
We have our website and I'm onInstagram, facebook and I'm
hoping to get on TikTok soon.
Brian Curee (04:20):
Do you have any plans like for like
collaborations with any otherlocal businesses in the area?
Ashley Borenz (04:25):
I'm hoping to get into the like the craft shows
and have a tent there, like Idid a collaboration with Forever
Link Jewelry.
I had her come in and do somejewelry I'd like there's a
couple.
There's a night owl coffee I'dlike to have a collab with yes,
we just sold them yes.
Oh yeah.
Yeah, I ran into her at anotherthing I was doing across the
street.
There's a salon over there thatdoes like a family market where
(04:48):
they have local vendors.
Come in, oh, okay where theyhave local vendors come in, and
I ran in her there and I askedher, and so we just have to get
together.
She has.
I'm hoping to get the coffeetruck out front and maybe do
something at her place.
That would be fun.
Brian Curee (05:01):
That's what's so great about this community is.
I love how people come togetherand are trying to help each
other.
Like you said, that is going tobe key for the community, even
though it's growing, to stillstay like that tight knit
community, as some have said thelargest, Mary Berry, so that I
couldn't help but say it again.
Jeez Ray, you get so many shoutouts.
I should get like some kind oflike affiliate link or something
(05:22):
.
The question I was going to askyou which we're not going to
put this in here, but I am goingto ask it just because now I'm
curious when you decided tolaunch it, were everybody like
supportive or did you have somepeople think are you crazy, Like
after COVID, that you're goingto start a retail store?
Was that something that evercame up?
We know COVID really affectedeverybody, especially retail
stores.
Ashley Borenz (05:39):
Just growing up you realize that there's a lot
of negative is that you justdon't tell those people.
You tell the people who aregoing to be on your side and
support you and then you waituntil you've done it and then
you tell everybody, and thenthere's nothing to say.
That's smart advice.
Shawna Curee (05:55):
That's good life advice.
That's really smart advice.
Brian Curee (05:56):
I probably will have to put that in here,
because that's really goodadvice.
Shawna Curee (05:59):
I think you should .
That's why you should neverhold back on a question, because
you never know what the answeris going to be.
Brian Curee (06:02):
I kept holding it back but I'm like, ah, it's too
late to go there, but yeah Well,ashley, as we get ready to wrap
up, first I want to say thankyou for joining us on the
podcast.
It's been great having you onas a guest.
Ashley Borenz (06:14):
Thank you guys.
Thank you, it's super fun yeahgood.
Brian Curee (06:18):
You said you were as nervous at the beginning
because you've never done apodcast, but you're walking away
feeling pretty good.
Ashley Borenz (06:23):
Yeah.
Brian Curee (06:23):
All right, Awesome, Awesome.
Well, I know Shauna's feelingpretty good because she already
knows she a point for everydollar she spends here.
So if someone's listening well,not if someone there's people
listening Let me re-say thatthat's a good idea, yeah.
So, as we get ready to wrap up,Ashley for those listening that
has never visited the storebefore, what would you want them
(06:46):
to know before they come in?
Ashley Borenz (06:48):
There's definitely something here for
everybody.
First first looks can bedeceiving, so come in.
If you're not sure, we'll helpyou find stuff.
If you don't like anything here, give me ideas.
I take any criticism and I willrun with it and I will try to
get things here that you guyslike I love that and also sign
up to get that stylingappointment right Everybody.
Brian Curee (07:08):
Thank you for tuning in.
If you've enjoyed this episode,make sure you click that
subscribe and leave us.
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