Building a Brand with Your Best Friend

When I first met these two, I was totally enamored by the business they were building. They were still new, but they had caught a lot of traction. They were doing so many things right, and they were also all in on their learning. Having been a part of Retail Bootcamp and joining us for our LA Experience trip, I have loved getting to know Alina and Ember and to see the clothes rack really take off. So today on the show, I'm so excited for them to walk backwards through the process of building their brand, which isn't that many years old, you guys. And to hear how they did it, how they work together as best friends and partners, and also how they stayed in their own lanes, in their own strengths and opportunities, and how they systematized their business, how they got really consistent with their marketing, and now how they're starting to scale their marketing with Facebook ads and paid ads in general. These two are really something to watch, you guys. They are such a great compliment to one another, and we're so lucky to have them not only on the podcast, but as valued members of the Boutique Hub. So meet my friends Alaina and Ember of the Close Rack.

Let's talk about your business strategy and the juicy details of what actually works, from mainstream fashion to fashion on Main street and the entire ecosystem behind it. How do we scale your company and.

Do it with the balance and the.

Happiness that we all seek? Let's hear from those insiders, experts, and strategists that actually make it happen. I'm your host, Ashley Alderson from the Boutique Hub, and I can't wait to chat.

Welcome back to the podcast, guys. It is double trouble on the podcast today.

That's right.

I love it.

I'm so excited to see you guys. I always love getting to run into you in person and through retail boot camp and the trips that we've had together. But your story always amazes me. I'm so pumped we get to tell it today.

We're excited to be here. Oh, man.

Well, let's start from the beginning. Talk to me about how the two of you came together to start this business. Oh, my God.

Like, way, way back.

Yeah, but way back. We gotta hear from the roots.

Tell me about it.

Okay, well, we are like retail dinosaurs. We. We met with back in, gosh, 2001. Yep. In Mensworth, actually.

Really?

Yeah.

That's amazing.

Yep. Yep.

And where was this at? Tell me. Location State.

Here in Kansas City. Park Mall.

Yeah.

The first Nordstrom in Kansas City. Yep.

So, yeah, we worked together, God, for a While became really good friends, were in each other's weddings. Pretty much have been friends for like over 20 years. We that started I moved away Ember State in Kansas City. I came back to Kansas City and then we worked together at bcbg. Then she left to go to Banana. I worked in like different areas. We lived together. I mean, it's just. It was like a continuous. We just kind of remained friends and remained, you know, working together and stuff. And then it was what, 2018?

Was it 2018?

Yeah, it was the beginning, I think of 2018. Like January. I decided that I was gonna just be a stay at home mom. And I was like, ember, like, I know we've been talking about this for a long time. Like, I think we need to open our own boutique. And she's like, I don't know. I don't know. Like, she's like, I'm the crazy one. And she's like the thinker. The thinker. Yeah. Like so, you know, and we just kind of like, we're like, okay, let's just put in same amount for both of us. We're going to just start it, see where it goes. And that was in March of 2018 is when we started. We started in my basement and we kind of just hit the ground running. Like, we just did everything. We did the buying. We took, you know, we used like pictures.

Oh yeah.

Like stock photos and you know, so we just kind of did it slow, you know, on Instagram, on Facebook, and started with pop ups here and there, like at my house and different places, salons and whatnot.

We would load our cars up with racks and racks of clothes.

It was so much work.

Lots of work.

So much work. It was fun, but it was good. And it just kind of little by little, it grew. We started in a. We started selling our stuff in a collective boutique, which kind of got our name a little bit in Kansas City. And then our Instagram just slowly just started growing. I had a little bit of a following at that point. And then my followers just started following the clothes rack and then from there on and finally, like, I think it was like November of 2019. My husband's like, you have to get out of this house.

We cannot do this anymore. Like these boxes.

I think it was like after we came back from market in August and like my front door was like covered, like boxes stacked to the. Yeah, he's like, you gotta get out. Like you gotta find a space, like, do something. So we started looking and we got our warehouse. Yeah, we moved in in January 2020, right before the pandemic.

Always a good time, right?

Yeah.

Yeah. But you guys, really, during that time, you guys grew a ton when that all happened. Yeah. Tell me more about that.

Let's see. We'll see. So I was working. I was a full time manager at Banana through all of that. The beginning. I actually left in 2020 when we moved into the warehouse. And I was so scared to leave. You know, that just like, constant, like, paycheck. But we're like, if we're going to do this, it's like all in or nothing. You know, they say, make it a business, make it a hobby. It was definitely like, make it a business. So then I feel like we started growing after that. And then Covid happened and we started selling, you know, sweatsuits, pajamas.

I'm like, how many pajamas can a person have? Apparently not enough. So we. We pivoted our business, our business model. Like, not the model, but the buying just kind of changed. And what we were buying, we constantly just kept asking our followers and our customers, so, what are you guys looking for? What do you want? What do you want us to bring? And we were literally giving them what they wanted. And our business tripled in sales from 2019 to 2020. It was insane. Insane. I was like, holy moly. Like, how is this even happening right now? Yes, it was crazy, but we just stayed consistent. Our business is very consistent. If you ask any of our followers, our customers, they know exactly what happens on every day of the week. So that's kind of what keeps us, you know, going.

I think also, like, both of us being in retail so long, we could run a store, like, with our eyes closed. So we apply all of that that we learned as retail managers and like, you know, a storefront to our online business.

Yeah. Ember has this good analogy. Like, we treat our online store as a. Like a brick and mortar. You know, in order for us to be open online, we have to post something. And it's kind of like, you know, turning the key in the door and you're opening the door. That's what we do every morning. We have to. If we don't post something, like, people are like, okay, what's happening?

Yeah, yeah, that's so good. And I just. I'm thinking about especially, like, starting at Nordstrom, right? Like, the Nordstrom training model is second to none. Like, there's no other retailer that does it quite like they do. And all the experience you bring in and even going through retail bootcamp, like, as you look at your Peers. As you look at other boutiques you've met along this journey, do you think there's, like, core things that you guys have learned in this process that others. You're like, oh, I just wish you knew this. Like, I wish you knew this core piece of retail. Like, if you could hit on one or two of those that you feel like most boutique owners really are missing that they could use.

Well, for me, it's customer service. I feel like from day one, like, at Nordstrom, it's just like ingrained in your head, like, it's all about the customer. And there's been so many times where when I would leave banana, like, oh, man, I cannot wait to leave. And then I'm just going to tell a customer off. You know, you always feel like that. Yeah, you don't do that, and you never do that. I always. I. No matter, like, how awful the customer may be to you, I always try and turn the situation around just because I just never want to burn a bridge with, like, a customer, a vendor with anything. So I think a lot of people, I don't know, get heated in the moment, and I think just, you know, try and make a better decision than just, like, you know, telling a customer off. So there's been many situations where, oh.

Yeah.

But now I'm bestie's with them, right?

She just turns things around. So I think another one is, like, product knowledge. We do our best, like, because, you know, when you go to. When you go shopping at Nordstrom, they try to teach you, like, how to dress and how to style things and how to. And even though we don't have a store, we try to do that online. We try to do that through our stories. When we do our try ons, we do like, I do try ons Monday, Wednesday, Friday. Amber does try ons Tuesday, Thursday. We have completely two, you know, two different body types. Things fit differently. Our styles are totally different. The way I style something is completely different in what the way she's would style it. So people want to see that. And that has kind of like, gave us the credibility and to a point where the customer literally, we can just say, like, you need to buy this T shirt. And they'll be like, okay, I'll buy two. Just because they know that we will show them three different ways of style something without them even thinking, oh, my God, I. I could do this. Like, this is how you can wear this. So just building relationships and, you know, like, through customer service and through, like, product knowledge online is kind of what we've really focused on. I think that's kind of what differentiates us from everyone else.

I think that's really good. I think when you're online, it's easy to lose sight of that. Like, you have to pretend that you being online and being on the other side of that Instagram account. In the comments, you are standing outside of the dressing room and you are. You're serving that customer as if you're right there in person. And it's so easy to get lost in the business side of this. Like, I'm just here to sell a product. But no, really, you're here to solve a problem. And so what is the problem? What's the problem you're solving on a daily basis? How else do you take that into account when you guys are planning your social media content? How else do you plan around really getting to the root of what your customer's problems are so you can solve them?

I feel like. So every time we go to market, we always want to try and include the customer. So they just feel involved, asking, you know, what they're looking for. We always give them little sneak peeks at market, show them, you know, get them excited about the product. I think every time we have, like, a big drop, it's always, always about just including them and getting them excited. We just did an unboxing video yesterday because UPS came and we're like, oh, let's show them what we got. Just opening it with us. So I just think including them more and making them feel like really what? Showing, getting them what they want. You know, if they say they want dresses and we're going to bring them dresses and. But we're going to bring them dresses that we like and show them how to style it. That's one thing that we haven't really gotten away from. I know a lot of. I've heard from a lot of boutiques, they'll start buying for what they think their customers want, but not what they like. And we've never really gotten away from that.

Yeah, that's so good to stay true to your core. Absolutely.

We did that in the beginning with Kit. Yeah. When we first started, we did that in the beginning. We were like, okay, well, the customer, they're like this. And then we were like, okay, well, neither you or I would ever wear this. So, like, why would we buy something that we would never wear? Like, I want to be able to. Like, my Closet consists of 99% of clothes, rack and 1% of Zara. Like, those are. That's my closet. You know, so it's like, I. It's just hard for me to buy clothes anywhere else because we have so many cute things that I want to wear. And I want the customers, like, when they message us and they're like, oh, my gosh, my entire closet for my vacation is clothes rack. And we're like, oh, my God, like, we love that. So you just have to be happy. You have to do what makes you happy before you do anything else.

That's so good. You sell what you're excited about always. How do you keep your customers, I mean, besides like, asking them every day on social media? But are you guys still actively, like, surveying your customers or where else? Are you digging deep to find more customer data and maybe it's even in product data to come back and make even, even more well informed decisions in your buying?

We did do a survey. We haven't done one in. In a while, but we did do a survey that kind of put. Gave us a lot of insight. But we do a lot of this or that engagement posts on stories that kind of teach us a lot about our customers. They're very vocal and very honest, which has been, you know, good. But that's come. That comes from, like, the relationships that we've built. Like, we literally, when we go to market, it's just to a point now we're like, okay, Kim, Silvio's gonna like this, or this person is gonna like that. Like, we buy for them because we know their style and what they like. So it's. It's crazy. Like, we treat them like they're our friends. Like they're part of our business with us, and they know that they literally can message us. And I'll know exactly, like, you know, her kids and her. The size that she wears and where she's going on vacation and what color she likes. Like that just that right there, I think is very important when you have an online store, because you can't. There's no other way for you to build that relationship.

Your customer and your customer Personas around that?

Yeah.

Yeah. Something else that you said that has really helped you both scale over time. And I know even now, like, in the time that we're in, helping you continue to grow is being incredibly consistent. And you said every day our customers expect the same things. What does that day look like for you? How are you planning out those systems and that consistency?

Well, so we like to plan. We plan out like a month ahead, so starting with our products. So I have weeks, like July, week one, two, three, and four already. Planned out. And then we just, I break it down by like new arrivals drop Monday, Wednesday, Friday. So for us a day might be. We might have to run out and take photos because it's just her and I, I take the photos, she's the model. And then I break the, I just break it up. And then we look back at our numbers and we plan our weeks out. Like we need to do like so and so this week. So and so this day. Oh, we did a crazy sale last year and we need to comp that number this year. So we're very like numbers driven. We always have our number on the board behind us that we're always looking at constantly. I think if you don't have a goal then you're never going to reach it.

Yeah, yeah. But consistency wise, like we do our try ons Monday, Wednesday, Friday, no questions asked. Monday, Wednesday, Friday, we do a try on. I do it Tuesday, Thursdays, Ember does it. They already expect it. You know, they know that on Monday, Wednesday, Friday they should expect the text from us at 11:00am on, you know, Monday through Friday or Monday through Sunday, whatever. They. We get an email sent out at 9pm every single night. And whether it be new arrivals and you know, the denim, that we have new styles, color stories, whatever it may be, it changes. But we just try to be, try to do the same thing so people are not. Sometimes we'll be like, oh my gosh, you know, a random drop on a Saturday and they're like, what, new clothes or new things on a Saturday. You know what I mean? So it's like sometimes we'll excite them, sometimes we'll send them a random text in the middle of the day and you're like, you know, you got this, like whatever you're going through, you got this. So just. It's not always a salesy pitch. It's consistent. It's the communication is always consistent from us.

I love that. What about like when you guys are planning that, all that consistency that you're building, what's on each of your plates? I'm curious, how do you work together as a team? What are the tasks that one of you take on that maybe the other one doesn't? Or how do you really work to make sure you're always complementing one another in your to do lists?

You want to. We kind of, we have each, we each have our own thing that we're like good at.

Yeah.

So.

So I do all the styling, put all the outfits together, put all the collections together, make her suffer through Trying it all on, organizing it for our photo shoots. I do all customer service emails. I respond to all those customers. She's more of the social media technology person. So she's like, if there's a new app that we need to get on the computer, she's all over it. What else?

I just try to. The stockroom is my baby. I'm very creative, crazy organized. So I just need to make sure that the stock room is good to go and easy for Jack when, you know, he ships and stuff. I think for me is, like, I like to have that customer interaction with people on social media. I post on my personal social media, and then I transfer that to. I'm all about, like, selling the product, you know, I want to show as much of it as I possibly can. I'm a little bit more open to being online embers, not so much, which, you know, it's fine.

I don't. I always tell people I'm the worst person to have, like, a business, like, a social media business. I'm so, like, I always shy away from it. I've maybe made two posts this year on my personal page.

So you know what, Ember? There's a lot of people like that. Like, I know that there's a lot of people listening that resonate with that. And you prove that it's still possible. Like, you prove that, like, the two of you together are a team. And when you have a team, you can do wonderful things. So it doesn't have to be just your thing. Right?

We definitely work. I mean, you know, knock on. We work really well together. She's the calm to my crazy. So, like, I will sometimes have, like, these crazy ideas, and she'll be like, okay, well, let's think about this. How is this gonna work? But we just, you know, we do. At the end of the day, we do what a makes us happy, what's going to make the customer feel good, and what's ultimately going to make us the goals that we need to achieve at the end of the day, you know, like, we still. We have bills to pay. This is our livelihood. This is no longer a hobby that we just kind of do as a side business. This is our livelihood. This is how we pay the bills at home. So we have to treat this like, you know, when people just assume sometimes I'll post on social media, and they're like, oh, my God, I would love to have your life. All you do is travel and take photos. And I'm like, oh, my gosh.

Hard.

This is like, you don't understand. Like, we are here eight, nine hours a day and then we come home and we're still working. Like it doesn't end, you know, like we don't just leave here and we're like disconnected. Like, we don't think about the clothes rack anymore. We still are fully engaged with the customer. Like answering DMs, answering emails. Even on vacation, like, you know, Amber was on vacation answering, you know, emails. I was on vacation, sending out invoices of stuff that I was trying on. So, you know, it's. But we work really well together and I wouldn't want to do this with anyone else.

Same.

All right, I want to ask you guys about some of the apps and tools that you're using. So I know, Alina, you were talking about how one of your skill sets is always knowing the app. Right? Tell me about, like, what system are you set up on? Are you guys on Shopify? What are you using for emails, for text and maybe some of your must have apps.

So we, yes, we are on Shopify. We love Shopify. I don't think we would ever go away from it. It's just kind of our thing. So we started with Shopify. Yes, we use Clay do for email also. Are very. We have a good, like, good system with it at this point. And then postscript for text message. We have been with them for a little over four years and we have. I think someone was actually asking me in Boutique Hub the other day. We have an account rep that we deal with that will set up all of our flows, all of our. We actually just switched from the back in stock app on Shopify to doing our back in stock through postscript, which has worked out really, really well because most people nowadays, you know, they're always on their phone. So getting an email or a text message on your phone is so much faster than getting, you know, the email. And then our. The app that we use the most I think is the. It's called Rich Returns. We use that for returns. That has been a game changer for us, having them, you know, submit the return through the system and do all the exchange information. Just kind of keeps track of everything, paperwork wise, inventory wise. We just started using Shop the Look and I actually learned that when we were at Boutique Summit. We learned that from Carly. So that has been amazing. We love it. Actually. Our customers really love it too. They've used it. We set up the little discounts that they can like if they buy the whole thing, you know, they get a discount. They love like being able to buy the whole outfit. So. And then we do have an app. We have an app through Tapcart that we have set up two years ago, two and a half years ago that we love. And other than that, I. I think those are our main ones that we consistently use day in and day out.

Yeah. And your strategy is traditional E commerce, not necessarily like live sales. Like, you guys are using video, you're going live. But live selling is not the strategy.

We tried that and, you know, it's not. I'm just gonna be completely honest with you. It's not for everyone. And our customers, from the very beginning, it's just kind of how you train them. Also, we just from the very beginning, started, you know, sending them to our website. Not doing invoices. Not we didn't really do. We are not. We have, I want to say, very little presence on Facebook. So most of our selling is through Instagram. That's the platform that is our number one. We guard that with, like, all of our beings. You know, like, we just cannot make. Make sure that no one hacks in. And like, every day I'm like, oh.

My God, just don't let anything happen to my Instagram account.

But so, but, you know, we just kind of, from the very beginning, we just would send our customers to our website. And then when we hit the 10,000 mark, the 10,000 followers, and we had that, the swipe up, that was a game changer for us. We're like, okay, swipe up to get your outfits, but now, you know, you just have to add the little link and you're good to go. But it's. Yeah, we just. It's just not for us. Our customer, we tried the common sold because we constantly get emails and messages from comments sold asking, you know, why wouldn't you change to this? And why. We tried it, and our customers were like, do we have to tell you the size and that it's sold? Can I just go and buy it? And we're like, you know what? This is not for us. Like, you know, and everyone who, whoever does it, like, I mean, I give you the props. I just. Amber and I, we just don't have the bodies and the time to have the. The live selling. It's just. Yeah, it's at this point, it's just not something that we can do.

Yeah. And there's nothing wrong with that. I love that this industry has become so diverse, you know, that there are so many different types of stores that have become incredibly successful in so many different ways. I think that should be encouraging to everybody that there is no one size fits all that. It's truly like you've been saying all along, being consistent, knowing your customers, serving your customers. Yes, absolutely. Something else that I know you guys do really well is your Facebook ad strategy and your Instagram ad strategy. Tell me a little bit about that.

Well, ads are very confusing to me. I think the only thing I can say about it is I think that the reason they're successful is because we give them good content for the ads. You know, I think we take good photos and we take the time to do videos, product videos, and that helps a lot.

Yeah, I think having the content is even the company that we use for our ads that's like their number one feedback is that your content is amazing. We have an in house graphic designer who does all of our social media posting. She does our emails, anything that we need to change on the website, banners, all that, she does it all. And she understands our, our branding and our, like, how we want to come across very clean, very simple, but just kind of, you know, but full of personality. So we make sure that our photos are amazing. Like, like sometimes, like even if we have to, like, we don't take any photos inside just because it just doesn't work for us. I hate to, I don't like to edit photos. I don't like to add a lot of like filters on them. I like them to be consistent. I like them to be the same. Whatever colors is actually the color of the product. I like to keep it the same way. So I do very, very minimal editing. So all of our photos are outside photos. We being in Kansas City, it is like brown here from like November until like May. So we travel like we. That was kind of like our thing that we started in 2021, right? Yeah, yeah. We travel like in January, we go to Arizona and we do our entire spring shoot there. We go for like three, four days and we literally knock out, you know, over six to 700 photos. Have everything ready for the next couple of months and then we're good to go, you know, but we, we do take the time to do that in order to kind of stay consistent. And I don't want someone thinking that you have to, you know, have a professional photographer. All of our photos are done with an iPhone right now. Like every single photo is taken with an iPhone. The only videos that we do have a videographer who will travel with us, who would take the videos per collection. But you don't have to spend a lot of time and a Lot of effort in order to have good photos. There are so many things available to you now that will make that happen.

Yeah, I think also like taking the photos outside, too. We try and create, like, lifestyle photos because we're not actually in front of the customer to sell that product to them. So we want the photo to be able to sell it to them.

Yeah, that's so good. They can see themselves in that price.

We want them to picture themselves wearing this product, lounging by the pool or being on a hike or whatever the case may be. But yes, we want to create that environment for them.

I love that. All right, big question. Big two questions. If you think across all the boutique owners that you've met in the boutique hub and elsewhere. Right. Two parts to this question. Where are two areas you think more boutique owners need to invest their time? And where are two areas you think boutique owners need to invest their money to grow their businesses? I'm really putting you on the spot, you guys.

Time and money.

Yeah. What's been most beneficial for you? Time and money.

I think for us, it's people, like, invest money in people, because without the people, I mean, you're not gonna get the job done, you know, time wise. Goodness. We take. I feel like we take like we're very, like, detail oriented, so attention to detail. I feel like we do spend a lot of time making sure that photo is going to look just right or the release is going to flow together and not be.

We do spend a lot of time organizing our collections. That's probably the one place that I would spend a lot of time in making sure that whatever you release just goes together, flows together, has some sort of tells a story. And you take that, your customer through that story, you know, every single week. Like, for example, for us, you know, fourth of July, we had. We released our fourth of July collection last week, and we just kind of release, like if a collection has 30 pieces, we have 10 pieces on Monday, Wednesday, Friday, and those pieces all go together. You can literally buy two things from one from one day, two things from another day, two things. And then you can all, like, interchange and wear them together. That's kind of our goal is to show people that you can wear one thing so many different ways and style them so different ways. So just I think that would make a difference in how people shop. They want to shop as an. Like when they shop. When I go to the store, for example, I don't just buy, like, random things. I buy, like, outfits that I can wear. So when Amber actually does all of our styling, and she does that on our website as well. So if you ever look on our website, our outfit, our. The way we post photos on our website, it's in an outfit and it all just flows together. So, like, it's like I'm re.

Merchandising the front of the store.

Yes.

I always rearrange the website. Keep it fresh.

Yeah. Oh, such a big thing. I feel like I preach on that. That's so good. All right, quick rapid fire. Your guys favorite place to get inspiration on a daily basis. Favorite podcast.

Oh, gosh. I actually really like. It's. I mean, he's like, a little crazy, but I really like Andy Frazales. Like, he is like, my go to. Love it.

Do you have one, Ember?

I actually, I think I may have only listened to a couple podcasts and you were a couple of them, so I'm going to have to say you.

I didn't even plant that question on purpose, you guys. Come on. Oh, all right, how about favorite book?

Oh, my God.

Gosh, if I had time to read.

I'm not a reader.

My guilty pleasure is People magazine.

Hey, that counts. Magnolia Journal, People magazine. It all works, right?

Yeah, I would say. I mean, honestly, I'm not a reader. Like, I don't have time to read. I think if I've ever read, it would be like. Like, my last book that I read was Profit first, so, like, it's not. Yeah, you know what I mean? Like, it's not like. Like a. I'm not like a read for pleasure kind of person.

Yeah, I hear you. I'm not either. All right, you guys, well, last question today. Just to sum all this up. Thank you first of all, for all of the tips and strategy and the apps you use and. And how you build consistency and serve your customer. This is incredibly helpful. And it's free fun from my vantage point to get to hear you guys talk and share your story, because I've watched you grow. I've watched you in the hub. I've, you know, I've seen you in la. We've been together in person. So to see this all unfold, I'm incredibly proud of you guys. So thank you for sharing this. Today on the podcast, the last question, as we're together, you know, just thinking several years down the road, and you guys are on the front porch with your. With your grandbabies, with your family, with your friends, and you're thinking about the business that you built and the life that you created and all the adventures that you had and as you're talking about those experiences, I'm just curious, what is the thing that you really want people to remember the most about the two of you?

I think that we care. I think we're both, like, really caring people, and we care about the product we put in front of the customer, and we care about how we make the customer feel. And just, you know, at the end of the day, like, this makes us happy. We love. It's not work for us.

We love doing this. Yeah, it's definitely not work. I want them to remember, like, how much fun we had and how this is just. This is our passion. Like, we love. I love being here. I mean, if I could be here all day, every day, I would be like. I mean, I already am. Like, Amber and I, like, pretty much live here, but we love. I just constantly just want to see, like, how much more this business can grow and just pushing ourselves every day. But more importantly, we. We have the best time together. And that's what I want people to remember.

I love that it's about the journey. Not the number at the end of the day or the achievement at the end of the day, but it's about the journey and the way that you made people feel and the way that you had fun in the process.

That's our biggest thing is making. Is dressing people.

I love that. You guys, thank you so much for your time together today. Thanks for being a part of our.

Community at the Hub.

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