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

Hi Ashley, what is the most important factor behind your success?
I attribute a large part of our boutique’s success to knowing my ideal customer as well as I do. One of the greatest things a business owner ever told me was that “it’s okay to not have something for everyone.” When you create an environment that tries to accommodate every person that walks in the door, it confuses your core customer.

Before we opened our doors, we created an avatar that we base every, single business decision off of. For us, her name is Stephanie. We know her age, we know how much money her family makes, we know how many children she has and how old they are, where her and her girlfriends like to hang out, and what she’s looking for in apparel. We also know what type of customer service she expects, what types of gifts she’ll be shopping for, etc. Stephanie is my best friend – I know “her” so well! And because I know her so well, it makes decision making so easy for my business! “Will Stephanie like this? Will Stephanie find this product beneficial?” If it’s a no (or even a maybe) we know it’s not best for our business.

What should our readers know about your business?
I grew up a “retail enthusiast,” loving every aspect of the retail world. My natural draw to people, my love of studying trends, and my affinity for outfit-styling made my career path into fashion very natural. My background includes managing small boutiques and corporate retail chains before moving into a sourcing position for a large corporate retail headquarters. I moved to Prosper with my husband and two kids in 2020, just before the pandemic hit. When we began adjusting to all of the changes COVID-19 brought with it, along with a layoff from my company, I felt called to transition out of the huge corporate world and into the small community that we have loved so much. Opening a business during a pandemic has come with its fair share of challenges, but we have been so incredibly blessed by the unbelievable support of our local community. First-time customers have become good friends, local business owners have become collaborators, and close friends have become helpers, handymen and models. I LOVE this community!

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
J. Theodore Restaurant – Frisco, Dee Lincoln Prime – Frisco, Eden Hill Winery & Vinyard, 811 – Frisco

Who else deserves some credit and recognition?
I have a few!

First, a huge shoutout to my husband. Without his unconditional support and encouragement, there is no way I would’ve made the massive leap from my comfortable position in corporate retail to opening up a women’s boutique (amid a pandemic)! He’s my biggest cheerleader, believes in me (even when I don’t), and trusts me. Man, I like that guy!

I am so grateful for the support of my family as well. When I opened my business, it was an “all hands on deck” situation! My parents, my aunts and uncles, my in-laws, and kids all pitched in to help build/clean/paint/buy. I was overwhelmed by the outpouring of love and support shown during that time, and it’s continued to this day.

There are so many more I’d love to mention, but I’ll leave it at those for now.

Website: www.blackwillowboutique.com

Instagram: @blackwillowboutiquetexas

Facebook: @blackwillowboutiquetexas

Image Credits
K. Jackson Photography

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