Dig In and Do the Hard Thing with Anais Almazan, Pretty & Pink Boutique

If you look across some of the most successful boutiques, big and small, around the world and you ask yourself, what do they have in common? The number one thing I often find is that they have a thriving community. It's not just about you as a boutique owner, selling products to people or hoping someone walks in off the street, but you have a tried and true community that you have curated and cultivated and built, often in a Facebook group or in a highly engaged Instagram audience over time, maybe even TikTok. Today, we're going to dive into what it takes to build an authentic community, and we're going to talk about it in a little bit different way than maybe you've heard in the past. You see, I'm really excited today that my friend Anais, the founder of Pretty in Pink Boutique, is going to be joining us. Anais is from Texas and has a highly Hispanic audience. Going back to her own Hispanic heritage, she has one of the most inspiring stories of how she built her business and some real words of wisdom when it comes to building her community, staying true to herself and to her mission and to her brand, and really overcoming at all odds. She is someone who I really admire for her authenticity in this episode and just her way of sharing with what's happening in the boutique industry right now, where there are so many that are struggling, her words of advice that if she can do it, anyone can do it. You guys get ready to meet my friend Anais. You are going to love this episode. 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, wait to chat. Hey, guys, welcome back to the podcast. You're going to want to listen to this one. I'm so excited for this. Anais, thank you so much for being here today. You have been a part of the Hub for such a long time. How many years have you been in the Hub?

I'm going to say this is like my sixth year, fifth year. Yeah, could be lying, but I've been. I've been here for a while. I love the Hub.

Oh, I love that you've been in the Hub for a while. You've been a part of our mastermind. I have loved watching your journey unfold. So I'm so excited for you just to tell us your story today. There's so many lessons wrapped up in this. So take me back to your boutique story. How. What was your founding story? How did you get into the business?

Okay. Yes. Well, hi, guys. My name's Anais. That's the first struggle. No one can pronounce my name. I'm the owner of Pretty and Pink Boutique, and it all started eight years ago with just a dream, pretty much. I am originally from Mexico, and I married my husband about 15 years ago, and we moved to this smallest town. It's called El Dorado, Texas. And, you know, two years into marriage, I was getting bored. We weren't planning any family yet, so I started working at Dollar General. I don't know if you're familiar with that. It's like a small little store. That's all El Dorado had, pretty much just the Dollar General. And, I mean, that was my first job ever in the usa. I loved everything about retail. That's where, you know, it's crazy because, you know, Dollar General is not much fashion. But I just love the customer experience, the facing the store. I don't know, It. It was just. It's crazy. Every time I tell people, they're like, you're crazy. But that's where it started. I. I loved it there. I worked there for a whole year, and then just my schedule wasn't working out anymore. I left it behind. I've always been very creative, so I started making handmade jewelry here and there. And next time, you know how to, like, a full bag of, like, a duffel bag full of jewelry. I was just selling it to my family and friends. Then Facebook started getting popular. So I'm like, why don't I post it on Facebook next time? You know, I was selling everyone on Facebook. I was shipping out packages, which I didn't even know how. I had to learn. You know, it was. It was new, but it was. It was exciting. Then I just told my husband, like, why don't we open the store here? Like, we don't have no fashion stores. El Dorado has probably, like, two restaurants, and that's it. He's like, you're crazy. Like, let's keep supporting the necklaces. You're doing great. And I'm like, no, but I feel like, you know, El Dorado people deserve a little fashion store. You're like, I mean, I support your dream, but there's no way. Like, I don't want to get your hopes up. And then, you know, this, that's not going to work here. I remember asking other family and they're like, it's a great idea, but it's not a work, you know, that's not going to work here. I, I've seen people come and go for like restaurants, which is something that everyone likes too. Like, you know, that they're hungry all the time. But I don't know about fashion. After that, I kind of just let it go. But in my mind it was still there. I was researching, trying to find out how to open a store, asking for the places that were, how much the rent was and all of that. I mean, we live in a mobile, a little mobile house, little trailer house. So we didn't have money to start up or anything. So it was just like me and my dreams pretty much. Next thing you know, I convinced them I, I brought everything together and I'm like, look, this is how it's going to be. This is how much it's going to cost me. All I need is your credit card, because I have no credit. After he saw it all, you know, he's like, okay, let's do it. I, I, you know, I'm gonna support your crazy dream and we'll go from there. And that's where Pretty in Pink started. In the smallest little room. And I probably bought like two packs of clothing and the rest, it was just stuff that I would buy for cheap and resell it. You know, I would buy a shirt for $3 and restyle it and then I would sell it for 15. And that's just how I grew, like from nothing literally. Coming into Covid, we blew up. I came from being my own boss and my own employee to like 10, 15 employees. I had to relocate to San Angelo, which is like 45 minutes away, just because there wasn't enough space, you know, for me to have my store. So from there on till today, we're still inside the mall. I love to be there because the foot traffic, you know, and I've always dreamed of having a warehouse, but I'm not ready to 100% close my storefront. So the space is really big. We're on a 4,000ft store and we have like a warehouse on the back. And I've rent other. I rent another spot there inside the mall for all my stuff and for my live video. So, you know, one day I feel like I'll probably move out. But for now, that's how it's been working.

That's incredible. I mean, that's a lot of 4,000 square feet is awesome. Plus warehouse space for your lives, just so everyone's on the same page with just your revenue streams. So brick and mortar, but you do lives and you ship quite a bit in commerce. Right. So just help me understand, like maybe a percentage wise, like, is your. Is it equal? Do you think your online and your in store sales, or is one definitely bigger than the other?

I feel like pre Covid, it was like 80% online, 20% storefront. When I was in El Dorado, just because, I mean, the foot traffic there, I would say maybe three things every month. Like, you know, when there was a special occasion, I was booming. But other than that, it was just online. Now that we have a storefront in like recently. Recently right now I think it's 50. 50 right now? Yeah. You.

That is incredible.

Yes. It's insane.

When you got started, you and I were just having this conversation about just the trials of starting up, right? And I think something we take for granted in America is you can Google so much of it. It's there easy, right? But if you necessarily speak English, there's another. There's a challenge, right? Yeah. So tell me, like, when you first got started, was that a challenge for you? Was finding that information tough or is that kind of how you came across the boutique hub at that time? Or what helped you, like get your footing when you came to your husband and you were like, dude, this is the plan. This is where we're going. No.

Yes. I feel like for us Mexicans, it's definitely harder. If you starting a boutique here, you. You face 10 obstacles. I probably faced 50 and English is one. Till today. I probably say stuff that doesn't make sense, but I've always been like, very passionate about it and a person that doesn't give up. So when the door was just closed right in my face, I kept knocking somewhere else and, and kept researching. And I feel like at first that was a challenge. My English wasn't so great and the research, you know, Google. You Google something and like a million things pop up and you're like, well, which one's the right one? You know, so, you know, I had struggle after struggle after struggle. I did bump into Boutique Hub, but that was till two years later. And I feel like that's when we started to thrive because I started understanding a lot of the stuff that I was just kind of floating in the air and didn't know, you know, once I joined the hub, I definitely recommend it. It's all in one, like, everything's there. I have listened, believe it. Or not to every single one of your podcasts. And I admire every single lady. I would never, never thought I would be here at all. So when I saw the email, I was like, oh my goodness, no way. You know how I never thought I would be here. So it's, it's definitely an honor and I feel like that was very helpful for me. You know, there's big words I didn't understand, but like, when you're passionate about something you research, you Google. I would ask my husband, you know, at some point. He's been very supportive all the time, but I feel like at some point he thought I was delusional, you know, so I'm just like, you know, I, the obstacles are many, but I feel like if, if there is a passion there and there's something that you really want, you just go for it and you keep going. Because I definitely fell like 20 times and got back up and like, okay, this is the wrong way. I gotta go back and go another way. But yeah, that's pretty much how that works. And when you're on that side of the, I mean, in Mexico is a complete different story. So coming to a new country with the so called American dream, it's hard. It's very hard for us.

Yeah, that was a big. I, I just really admire your resilience, you know, like the grittiness that you're talking about. What is this saying, Anais? Tough times make tough men?

No, that's it right there.

I just think that we all could use, I think we all need to learn to embrace the suck because it, it just is really what grows resilience in all of us. And I was just thinking about this, about just what you're thankful for right as you near the end of the year and you know, this year, I just really, I hope that this imparts on everyone to think about being grateful for the challenges in our life. I think our society has gotten just so cushy and so comfortable that the second that things get just a little bit tough, we all fall.

Yeah, yeah, just give up.

And I mean like, God, let's dig deep, right? We all are capable of so much more than we even realize.

Yes.

I mean, that's exactly what your story is.

Yeah. I feel like if, if you're, you know, the other saying what doesn't kill you makes you stronger. I feel like if, if something knocks you down, that just gives you more strength and you're like, man, I, I failed at this, but I'm going to come back up and I'm going to make it 100 times better than it was supposed to be, you know, and that's how I look at things all the time. Like, man, this didn't work out. Let's keep going. You know, our lives for some point were horrible. And, you know, I probably. I still to this day, I have a small group of live viewers, but they are my besties, and they show up every time and they shop and, you know, we communicate and we have that community. And it's not all Hispanic, you would say, you know, well, yeah, she has all the Mexicans on her side. No, it's a lot of them are just, you know, just love me for who I am, and I love them for who they are, and it's just magic. You know, I love that about the community.

I think what you said is so important is community. I think that if you were to look across, you know, the world, really, and you say, what are these most successful retail, small business retailers have in common? It's that they've built a sense of community around your brand. So I want you to reverse engineer that for me. Take me back to, like, when you moved to San Angelo and the storefront grew and you were doing lives, and I don't even know if you're doing, like, actual live sale, live sales, or if you were just going live. But tell me about how you built the community. What did you do that brought people together and made them feel like, oh, these are my people. This is my home?

Okay, So I want to say my. My biggest strategy was just back then, Facebook was showing you everywhere. You know, we would. We started with giveaways, and, you know, a lot of people with giveaways join just because they want the free stuff. From there, I was just myself. I. I'm a big. I joke a lot. You know, I say funny stuff, and I'm just. I'm just very confident about what I'm gonna show them. I love styling. So I'm always almost like, you know, I have three kids. This. This is gonna show your stomach, your muffin top. You know, if you're not ready to show that, don't wear this. You know, this is great for if you're chasing your son or. This shoe is good. You know, if you're Mexican, you know, we get spanking by the Tonkla and you're gonna get it. This one's, you know, the sole's really sturdy on that. And I feel like whoever enjoyed that state, you know, and whoever. It wasn't for them, because you're not I learned during the years I used to get very sad because I'm like, oh, this person doesn't like me, or I don't fit in here because I've always felt like a triangle trying with all the squares, you know. So for some reason I just let that go. And I'm like, I don't care. I'm going to be the coolest triangle here. And you know that. I feel like whoever wanted to stay, stayed. And that's how we started building, you know, this community. These people that follow me and that like to be around me because they like my silliness, they like my honesty, and, and that they know that I'm not going to lie to them just because I want to sell a product.

I love that. You know, a friend said to me the other day, and this, what you just said reminds me of it, but she said, I can't be everyone's cup of tea, but I can be someone's shot of whiskey.

Yes.

And your point? Like, sometimes you have to repel the wrong people in order to attract the right ones by just being brutally honest in who you are and so authentic. I love that.

Yes. Yes. I feel like that has worked for me since day one and I've stuck to it because, I mean, what is a job to go and try to pretend someone you're not, you're not going to feel comfortable, you're not going to love what you do. And I mean, this, this was something that I didn't think it was going to grow this big and that it was going to feed my family, but now that it does, like, I put my heart and soul into it because I'm very thankful of the people, you know, my customers and my employees and whoever, you know, the thrive that helps you run this place. Yeah.

I've got to know. I've met your husband. Has he been on live with you as well?

Oh, yeah.

He. He.

He recently started helping me out and it's just crazy because the way he describes stuff is just like insane. But I feel like people just laugh at it, you know, and he's been doing great. He. He left his job behind and he. We've been, you know, working together and we love it, you know, we. We get to bring our family around and enjoy a little bit more freedom of what used to be. So just breaking all those, you know, what, what we grew into seeing and, you know, that us, we just kind of live paycheck to paycheck to just see this whole thing that you've built and, you know, it's insane. Like, sometimes I don't. I don't take enough credit for it. And it never hits me that I actually, you know, people stop me and they're like, oh, my goodness, I know you from somewhere. You know, I've had people travel from very far away just to come to my store. And I just, you know, I'm very proud of that and I'm thankful for the people that actually acknowledge the whole thing going on, the. The whole work that goes into it.

As you should be, for sure. Hey, it's time to save the date for our next boutique Summit. The largest conference for our industry just for boutique owners, E commerce stores of all types, and wholesale brands. June 9th and 10th. Coming back to Dallas. We can't wait to see you there. With several speakers, tons of breakout sessions, your very own private trade show. Did I mention swag? Plus an opportunity to network with retailers just like you. Ready to scale and grow your business, you guys. We plan the Boutique Summit on the front end of the market happening at Dallas Market center so you can really get the most bang for your buck when you're traveling. Attend the Boutique Summit, stay for market, learn as much as you can, buy as much as you can, and get ready to grow and scale your business. June 9th and 10th. Click the show notes to sign up, get the information and save the date right now. What would be some of your best advice for someone who's getting started and they're wanting to go from the stage of, okay, I have this idea, I've started it, I'm making it work, but what's your best advice to get them from that point to making it really sustainable and something that you're like, okay, I know it's going to grow into the future. Feel like it has its process right, and I've got it all figured out. What's your best advice to get from that stage to the next?

I feel like the best advice for me and I'm giving this to my sisters because I am the oldest of five sisters. You know, seeing them grow in and just trying to figure out what they're going to do with their life. I always tell them, like, if you want something big, if you want something nice, if you want something you know, you're proud of, it's not going to come easy. It's definitely going to require you to work 10 times harder than anyone else, you know, would do it. If you, if you want something big, if you're, you know, striving for something that you're like, man, I want to be like that person. I feel like it's just work. Don't give up, work hard, you know, sleepless nights. Because I did that, sometimes it doesn't work out, but that doesn't mean it's over. Like, keep going, don't stop there. And if one, I always say, if it doesn't work one way, it's going to work another way. So you just have to go to the, you know, it's like a maze. You're kind of just going in blind. And you know, of course, if you have the knowledge, that's very important. So I always say, like, try to learn as much as you can from it. I feel like me, I didn't know anything about retail, but I've done pretty much every single thing that there's in the hub. And I've learned so many things from there. I don't even have to, like, look anywhere else. Everything's there. So I am, you know, a person that says just, you just have to work hard, work hard, play hard, you know, I love it.

I love it. There is still, I feel like some people have really shied away from like, oh, but ease and abundance, right? There is a place for that. But it will never replace what it takes sometimes just to dig in and do the hard thing.

If it was easy, everyone would do it. I always say that if it's easier, you'd have everyone here. But it's nothing's easy, know, unless you went for. And even then, like, if you go, I mean, college of course is very important, but even then, you can speak to anyone there, they're going to tell you, this is, this is a hard course. I'm struggling. But hey, not everyone's there. Just, you're doing it. You're. You're the one that's going to get the reward at the end of that, you know, phase. Absolutely.

So let's talk about this. This year, you know, just business in general, the economy, it's been tough for a lot of retailers. How do, like, you've taken this mindset of just like digging and do the hard thing, and if it's not going to work one way, it's going to work another. How have you taken that into this year in this time and made it work for you?

Right? Yes, we. This year was definitely hard for me. I feel like I'm used to making all the money now without even trying, you know, after you build everything structured how it's supposed to work and this job and I just show up and it gets done and, you know, Sales, let's go. But this year, like, cells weren't there. Everything, you know, kind of just shut down. I don't know, the people just stopped shopping and I started freaking out. It. It's definitely what I've just been doing is again, just learning, researching in my quiet time, in my alone time, if there's no sales, I'm figuring out what's working now, you know, because if it's not working for me, there's people out there still that. That are working. So what are they doing? You know, what they're doing is what you have to jump into doing. Because it's either that or you're going to lose it because, you know, fashion and anything else just updates and you have to stay up to date. And if know, TikTok is working, then guess what? I'm on TikTok now. If, you know, I don't know, events are working. I don't know how to create events, but bring it on. We're definitely going to make an event. It's just that if you sit down and just cry and, you know, and say, well, this is not working, then it's not going to work. You know, God's not going to be like, you're my favorite. I'm going to make it work for you. Now, like, let's figure it out. We got to get out of there, and we got to figure it out because, you know, people are still going to buy. There's. There's. They still need an outfit for Christmas. They still need an outfit for Thanksgiving. But are you standing out or are you at the bottom just, you know, waiting for a miracle to happen? I feel like it's just, let's get up and put some work. And that's what I've been doing every day, just working hard and showing up.

I love that. What would your advice be? You and I talked about this a little bit before we even started working. Hoarding. I know, you know, just that watching you overcome and overcome and grow and just continue to put one foot for the other. I know you said, just in the Hispanic community alone, you have so many people say, wow, how'd you do this?

Yes.

What would I be to your friends that are in the Hispanic community that are like, man, you know, I thought. I thought my opportunity was only here. But you, my opportunity is here. What would you tell them as they're starting to embark on their dreams?

I feel like I always say it, sky's the limit. And if you. You come into this town like me, you don't know English, you don't have money. You know, you're just. You're the new person in town. That doesn't mean that you're less. And I feel like I felt like that forever. I just felt very tiny. Even going to, like, one of your summits, the whole. Just looking at everyone, I'm like, oh, my goodness, there's only gringos in here. You know, people like, what am I doing here? Who am I fooling around? You know, it's. It's just that you just. I feel like to my Hispanic community, I. All I have to say is that we. We know how to work hard, so why are we doing it in the right places? You know, we know how to get down, so let's get down. But in the right place where we can just continue to grow and. And show that not all Mexicans come here to steal, you know, and not all Mexicans come here, sell drugs. Like, there's good Mexicans like me that want to work hard and want to earn the money the right way. And. And I want to change that. You know, I know it's going to take more than one person, but I want to. I want to change that visibility, that we work hard and we want a place just like everyone else. Yeah.

Oh, my God, you're going to make me cry. I'm so on board with this. Like, I just. I feel your heart when you say.

That, and that's painful, man.

That's a burden that so many of us don't know.

So I feel like even, like, storefront, you know, dealt with a lot of racism. People have gone in there and just feel like, I want to speak with the owner, and I'm the owner, and they don't want to accept that. They're like, no, like, the real owner. And I'm like, that's me. Unfortunately, that's me, you know, and, you know, they try to bring me down, but like I said, it's. It's gonna take more than just that. Like, I know. I know my worth, and I feel like we're used to hide, and I don't want to hide. Like, I want to show them what we're made of and that we love, you know, the country. I. I'm here because I love the country, and I love everyone around me. And, you know, I love the friends that I've made through the boutique hub. You know, they've all understanded me, and I've never felt like I'm less. You know, and I feel like, that's awesome. That's how I Want everyone to feel, not just me.

Yeah, well, I can guarantee you, you are equal in everyone's mind here at the Hub. Our community, our team, we are so thankful you're here. And we welcome. We welcome with open arms anyone who might feel like they're different. Right. That's. That's not what this is about.

Yes. In general, you know, I feel like it's. It's a free country, and we should all treat ourselves equally.

I love it. And it goes back to, you know, just your mission in retail of no matter who walks through that door for you in your community. Everyone has an opportunity to feel beautiful and special. And everyone has to put clothes on for Christmas, for Pete's sake, because it's to be naked, and no one wants to see that anyway. So more opportunity than we know what to do with. Right?

Exactly. I mean, I have, you know, my. My regular girls go in there and they're like, we love the. The Aztec print. We love the serape print. We love these boots that you. You brought. We. We love these. These hats that you picked, like, the colors you put together. And they're not Mexican, they're not Hispanic. They're just, you know, regular Americans. And I love that, you know, that I can be a mix of everything that I don't have to, like, say, oh, only Hispanic people come in here. No, it's just like, this is open for everyone, and I speak Spanish. And I guarantee you that if a lot of boutiques had someone that speaks Spanish, they would have a lot more following, because sometimes it's just hard to communicate, you know, letting them know what we're looking for.

Yeah, well, so I want to ask you about that, because I think, and I'm not sure in your lives I should have asked you this if you always do typically speak English or do you often speak Spanish? And second question is, if someone's listening and they're like, you know what? I have a big Hispanic audience in my community. Like, maybe they already shop with me or maybe they don't. But what could other boutique owners that are listening, how could they better serve the Hispanic population in their own communities? Is there something that they should be doing or looking for or providing? Or maybe. Maybe it's someone just to help the bilingual aspect of it. But, you know, how do you handle your lives? First question, and then what advice would you give to them on how to serve the. His community?

So my lives are in English. I initially started doing English in Spanish, but believe it or not, the following was more in English and just Translating was taking a long time. The people that pretty much watch her lives know English and Spanish. So I do what I. What I named myself Spanish Spanglish. I kind of mix it, and I mean, you know, American people know what tamales are, and, you know, stuff like that. I. The chancla. The stuff. It's just, you know, a little mix of everything. And then I always offer them, like, we speak Spanish. If you have a question, you can let us know. Sometimes they message us, you know, in Spanish, and that's where we communicate more. And then, like, my advice to boutique owners that have that following, especially if you're here in Texas, I feel like there's a lot of Hispanic following. I would just, like, make your signs, you know, like, we're hiring, or if you're have, like, a cell, maybe translate it, even if it's in a smaller version in Spanish. Have someone that speaks Spanish in your store. Um, sometimes they're. They're trying to ask for something or, you know, they want to buy something, and. And it's hard because they're like, well, nobody understands me, so, you know, probably not going to work out, or they can't find a number. You know, it's. It's always if you. Especially if you have a storefront. I feel like having someone that speaks your language gives you more confidence than just, you know, having the looks. And they're, like, lost. And you're lost, too. So I feel like that's definitely, you know, even a little sign that says, we speak Spanish, too. That welcomes in a lot of people that will probably never step in your store. They will come in, and, I mean, Mexicans are big spenders, so they're gonna buy if they want an Alpha. They're gonna go from head to toes to your store, and they're gonna give you their hard work, earned money, because they want to look good. Yeah, I love it.

Well, Anais, as you think about. I know you've got three kids, right?

Right.

As you think about the future. And I'm just gonna fast forward in your mind, you know, 20 years down the road, and you're sitting on the front porch with your husband, and your kids are now grown, and they have children of their own. And you're walking through this amazing journey you've been on, your journey to America, your journey to start a business, your journey of service, and so many people's lives. As you look at that journey and you speak with your grandkids someday, what's the thing you really want them to remember the most about you and how you live.

Oh, gosh. I want my grandkids to say, my grandma ate the bread and left no crumbs. No, but seriously, I. I want them to be proud of me. I want them to. To be like, she paved this road that wasn't here, you know, and she opened some opportunity for us. She was hard worker, and she put all her passion into what she did, and that transformed into this, you know, and. And we want. We want to be inspired by my grandma, you know, we want to do the same, even if it's not on the fashion world, on the boutique world. It's. You know, I want them to feel proud of their roots and make something out of nothing, just like I did, because that's my main. You know, that's what I feel really proud of. If I ever hear someone say, you know, she. She really. She really tried and she never gave up, and. And she, you know, she did it. She. She stand out in the cloud, in the crowd. I remember doing this post of my old store in Mexico, because I even had a little store in Mexico. And then posting the new one inside the mall. And the amount of shares and the comments of just the Hispanic community, just cheering on, of just showing that, you know, we have an opportunity. It was insane. I literally broke that when I saw that. And till this day, I'm thankful that I'm here for that. You know, I'm all here for that, man.

Well, usually when I ask that question to people, they're the ones that cry, not me. And you've got me crying. Oh. Oh, I love it. I am so thankful for our time spent together today on ice and just for the light that you are in our community. I can remember seeing that post, by the way. I believe you shared it in the house.

Yes.

Because I remember seeing it. So this is still just the beginning for you. This is still early, and I can't wait to see where everything goes next. You guys, if you're listening, make sure. I'm sure Anais will be at the Boutique Summit again, so check her out.

Yes. Awesome.

Well, Anais, thank you again for your time today. Beautiful story. So much. You're welcome.

Thank you so much for the opportunity.

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Sam.