Small businesses work hard to standout from their big box and big name competitors all year long but especially during the holiday shopping season. Chris Warren is no different. She’s the owner of the Marjory Warren Boutique that started as a brick-and-mortar retailer in New York City and is now fully online.
The boutique has a specific customer — women over 50 who struggle to find flattering clothes that allow them to express their style. “I took over the business when Marjory retired because it fit my life as a young mother, and I enjoyed the challenge of dressing women who were adjusting to their changing bodies. Obviously, a 30-year-old is different from a 60-year-old body!”
Warren curates all the clothing and accessories for the older woman, specializing in casual yet artistic, whimsical looks that appeal to a diverse group of women.
“This is not just physical, it’s also psychological,” declares Warren. “How we feel about projecting ourselves to the world doesn’t change because we are older. Clothing is a huge part of this.”
Though she enjoys being her own boss, Chris admits she’s had to learn the business side of things as she goes and that includes advertising. She’s been using AdCritter to build awareness of her brand, knowing that there is a significant need in the marketplace for fashions for women who can’t and don’t want to wear crop tops and skinny jeans.
Using our platform, she has created her ads by using AdBuilder where she uploads images of her clothing, modeled by herself and friends to cut down on costs. She is using audience-based targeting to focus on women who shop at competitor stores, upscale grocery stores, AARP members, lovers of Broadway and museums and even fans of Oprah’s Book Club.
Keeping the Marjory Warren Boutique going during the pandemic took all of her resourcefulness and creativity. She already had an e-commerce site so she just had to learn to use it effectively. She was also able to secure some funding from ClearAngel, which provides equity-free capital to early-stage startups.
Her advice for other small business owners? Don’t tell yourself you can’t do something or you don’t have the time. She recommends learning about how other businesses have become a success.
“The best business advice I keep with me was from a book I read about the history of furniture manufacturing in the U.S. I sell clothing!” says Warren. “One thing I have done all my life is to learn from others and reciprocate when you can. It really does take a village.”
You can check out the Marjory Warren Boutique at MarjoryWarrenBoutique.com where you can sign up for a holiday gift guide.
You can learn more about ClearAngel at Angel.Clearbanc.com