IDS Article
| BUSINESS |
Students create local online retail directory
Btown Boutiques is Bloomington’s first online directory designed to showcase unique local shops and fashion businesses.
Sophomores Emily Colman from Bloomington and Becca Wierec from the Chicago area met during their freshman year while living in McNutt Quad, and their vision took off.
Colman and Wierec, who have always been passionate about fashion trends and smart shopping, created BtownBoutiques.com when they realized thousands of students just like them were probably looking for the same thing.
Wierec grew up shopping at Woodfield Mall, one of the largest malls in America.
“I pretty much saw and bought nationally-recognized clothes that everyone wears, and I noticed right away that Emily owned more unique styles that I hadn’t seen anywhere,” she said. “Those came from boutiques in Bloomington.”
Btown Boutiques was created in December 2008, and the girls have been using each other’s different experiences with designers and one-of-a-kind fashions to cater to the needs of a variety of Bloomington shoppers.
“I think clothes from small boutiques are more ‘first generation’ interpretations of what you see in the fashion magazines,” Colman said. “There is less depth and breadth of choice at a boutique, but on the other hand, that means you won’t see everyone wearing your favorite dress.”
With their combined philosophies and experiences, Colman and Wierec set out to make their Web site the go-to place for those who want to be in the know about sales, trends and emerging styles.
Colman and Wierec said their main goal is to identify the best sales in town at the moment, so buyers don’t have to search. The site lists store hours and information in one place for easy access.
The girls also wanted to make sure that the stores they listed on Btown Boutiques were highly customer service-oriented.
“Our priority when we first thought of this was to have cutting edge, innovative and fashionable boutiques,” Colman said, “but also those who give strong attention to customer care.”
In addition to customer care, the pair recognized buyers’ needs for smart shopping during tough economic times, which boutiques with little to no big-name designer brands are perfect for.
“I know people claim our generation is so accustomed to mall mania that we don’t value the small family-owned businesses anymore,” Colman said. “Our goal is to prove them wrong.”
As for site maintenance, photography, promotion, advertising and other business details, Colman and Wierec manage that, too. Each is well-versed in the technical aspects of their trade.
Wierec is an interior design major with a business management and entrepreneurship minor, who worked at the Merchandise Mart in Chicago this past summer.
Colman is an apparel merchandising major and business minor who recently interned in New York.
“After our summer job commitments were over. Emily flew to Chicago where we worked 24/7 for two weeks straight, designing our Web site and formulating our business plan,” Wierec said. We got to IU two weeks prior to classes starting and basically lived together while we finished the site.”
Their hard work has not gone unnoticed by Btown Boutiques clients, for whom Colman and Wierec work hard to ensure professional representation.
“Emily and Becca are two very proactive people,” said Matt Fields, owner of Dope Couture, one of Btown Boutiques’ featured retailers. “They’re spotlighting independent boutiques in Bloomington, and I think that’s great.”
The two worked on the start-up stage of the site for almost two months straight, but looking back, they said that’s the kind of commitment anyone needs to build a business right.
“We lost our party mentality; we lost our tans,” Wierec joked. “But we ended up with a great product, and we’re proud of it.”
Both Wierec and Colman agree that the best part of the experience – with fashion, clothes and great sales aside – has been their sense of setting and accomplishing a goal.
“I’ve been working in boutiques since I was 15 and selling other people’s merchandise,” Colman said. “It’s nice to be identifying and selling my own vision of what people can buy.”
Wierec said she feels the business will open more opportunities for her in the future.
“I like knowing now that I can have an idea, work hard and make it a reality,” she said.
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Upcoming events:
Andrew Davis Menswear Event
What: Bloomington Brewing Company tasting and food provided by Lennie’s to benefit Hoosier Hills Food Bank.
When: 4 p.m. to 7 p.m. Thursday, Nov. 19
Dope Couture
What: Announcing the launch of their new women’s line for the holidays.
When: Early December
Haley’s denim sale
What: All men’s and women’s jeans at Haley’s, including designer brands, are $99.
When: Now
The Venue Fine Art & Gifts
What: Exhibits and demonstrations going on weekly, with wine and cheese provided.
When: Wednesday and Friday evenings
For more updates on Bloomington’s fashion and discounts, check out btownboutiques.com.