Meet Ali Yoder | Boutique Owner & Tech Account Executive

We had the good fortune of connecting with Ali Yoder and we’ve shared our conversation below.

Hi Ali, can you walk us through the thought-process of starting your business?
I actually work full time in corporate sales and started Geronimo as a side project. I studied Communications in College and landed in Sales because of networking and not really knowing what I wanted to do post-grad, which I feel is pretty common for my generation. Two years after I started my full time career COVID hit, and I had lots of time to ask myself questions. Like, is this career really what I want? Is the concept of a traditional career outdated? And why do I feel like I’m maybe meant for more than this?

Growing up I felt I stifled a lot of my creativity in the name of getting good grades and choosing the conventional path. It was the typical high-achieving kid turned burnt-out adult pipeline.. but I always loved a good outfit. I grew up with a very fashionable mom who instilled in me a love for local boutiques. When I was in high school and college I would take the $20 I had and piece together a Forever21 outfit for the night with my best girlfriends, which slowly morphed into being the go-to for outfits and fashion advice. So when the burn out hit, I knew what I wanted to pursue.

I dreamt up the idea for Geronimo in 2021 but wasn’t brave enough to hit submit on a business license until 2024. I wanted to build a community that felt like my friends coming over last minute to my closet for a going out outfit, but more elevated. If there’s something I know, it’s that dressing your best sets you up for being the best in all areas of your life, and I wanted to empower women with that feeling while also having fun. & with that, Geronimo was born!

Let’s talk shop? Tell us more about your career, what can you share with our community?
As I mentioned, I work full time in corporate sales even though I would consider myself a creative. I think there’s a lot of pressure on my generation to choose one singular path that is the “right” path. We grew up watching movies that were very all or nothing; quit your 9-5 to find your dream job, leave the country to find your happiness, break up with your boyfriend to find your one true love…

I struggle with the concept that if I don’t risk it all, I’m not a true entrepreneur or creative. But in time I’ve learned that real life is a lot more nuanced than that. To me, corporate America gives me a consistent paycheck and benefits. It allows me to meet new people and learn new things. It also gives me capital to pursue the things I actually love and that excite me in my free time, like Geronimo. If Geronimo were to eventually turn into my full-time gig, I’d love that, but I’m trying not to put so much pressure on myself to have it all figured out or “make it” in the traditional sense.

If I could talk to people like me and say one thing, it would be to choose your own path and go easy on yourself. Make it easy for yourself if you’re able or willing. Everything tends to happen how it’s supposed to.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Dallas is FILLED with things to do. If my best friend was visiting we’d start the day at San Martin Bakery, which is hands down the best breakfast food in Dallas. Have their Dobladas plate and one of their banana smoothies.. trust me.

We would then head off to do some shopping. Dallas has some of the best vintage stores.. Lula B’s, Dolly Python, East Dallas Vintage, and Hideaway to name a few.

Lunch time would be a Dallas staple: Eatzie’s. Their cold sandwiches and their tomato spread are to die for. Pair it with one of their old school rootbeers?? Sold.

If we had time we’d peruse Bishop Arts for some shopping and get a sweet treat at Emporium or a margarita at Tejas.

We would have to finish with dinner of course, which tends to be the hardest decision ever, so here are some of my favorites. Carbone for Italian. Las Palmas for Mexican. Komodo for Asian Fusion. Musume for sushi (they have a speak easy.)

And for a night cap.. Apothecary in Lower Greenville. A reservation is required, but you won’t regret this one. Try their Aquarius cocktail.. so good.

Who else deserves some credit and recognition?
A few people I want to shoutout..

My fiance, Mark, for being my biggest supporter and bestest friend. For believing in me when I don’t believe in myself. For volunteering your Saturdays for free labor at pop ups. For grounding me and knowing when to not ground me. I love you.

My dad for instilling in me a work ethic to always pursue excellence and take the harder route, and for always, always, showing up.

My mom for instilling in me a love for creativity, scrappiness, and a good outfit. Looking back, growing up watching her run a business on Ebay and always being the best-dressed of her friends influenced me more than I knew. I’m my happiest when her and I are at a local boutique in Texas.

My grandparents for being my safe place. I don’t think I’d feel so brave to jump off the ledge and try new things without the safety and peace they and their home brought me, which Geronimo is named after.

Camryn for being a minimally paid model and making my pieces look good, and for showing up to every pop up she possibly can with an iced coffee and a smile. Her and I’s relationship as adults is something I cherish more than most things in my life.

My friends for being my most-loyal customers and my biggest supporters. They keep me going. Victoria, Kelsey, Larissa and Joanna, I love you so.

& last but CERTAINLY not least, my customers. I built Geronimo and dreamed of one day having a community like the one you’ve helped me to build. Whether you share my posts on socials, comment on my videos, join my TikTok lives, come to pop ups, or shop with me again and again, you are the reason I am doing this and I appreciate you with my whole heart.

Website: https://www.shopgeronimoboutique.com

Instagram: @shopgeronimoboutique

Youtube: https://www.youtube.com/@alicynlorraine

Image Credits
All images are my own.