Today we’d like to introduce you to Janell McPhail.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I started my boutique business in 2017. I was living life filled to the brim with raising children. I was slowly feeling like I was losing my identity and my creativity. At the same time, I felt like my friends were in the same boat.
Our bodies had totally changed after children. We were all dressing kinda frumpy and we were all exhausted from living this new life.
My friends would ask me often to take them shopping so they could find the ‘perfect’ dress or jeans for certain occasions. Then, it occurred to me, I could open up a store and just become a stylist that curates collections and be creative. I could have this store and my children could help me pack boxes and tag inventory. Then, BOOM, I did it.
The first few months there were orders coming in and I was learning how to run a retail store. Then all of a sudden orders starting to double on my site. After about six months, I had a legit online retail store and I was styling people both in person and remotely.
Now, almost five years later I have customers (and now friends) all over the country. I teach them daily about body types, how to style based on your shape, and get out of frumpy ruts AND teach my children about business. It’s a dream come true.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
It’s never a smooth road to be in a small business. It is a daily grind. Every single day I have to wake up and find creative ways to reach people, to drive my business and to research. LOTS of research. Fashion changes all the time. Women’s tastes change. One thing is certain though, I strive to build relationships with my customers and I buy for their tastes and fill my store. I look for creative ways to bring in items they will feel beautiful in. It all fills my cup and keeps me going.
Being in small business a big puzzle that I am solving each day. Over time, I see the big picture but it never happens right away. That process daily is a struggle. I have to tell myself there’s a much bigger picture there and to keep trudging along.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
My business is called Sweet Elaine Boutique. I specialize in providing clothing and accessories for women of all sizes (XS-3x). I have a ton of local customers that come to shop, but I also have customers all over the country. I help women style based on their body shape. I am not just showing them a top that’s pretty. I am showing them how to wear that top to make their bodies look best. When women dress for their shape, they feel more confident. When a woman feels confident, the world just KNOWS. She radiates strength.
Along with the business, I have built an online community of women who lift each other up and who share a love of shopping. The community is called being a “Sweetlifer” and I am really proud of the group we’ve formed. Life is so complicated, and sometimes you just want to talk about something as silly as whether to wear a belt or not. This group of ladies is incredible. They’ve become friends over the years and some have never even met.
A few times a year, I host Sweetlife parties at the boutique. These ladies come together and meet and it is a beautiful thing to hear them talk and get to know each other better.
You see, I sell clothes in an online clothing store; BUT, it’s never about the clothes. It’s always about the women in the clothes that actually matters.
Who else deserves credit in your story?
My biggest cheerleader and mentor is my husband Clint McPhail. He listens to my crazy ideas or picks me up when I get frustrated. He sees me at my worst and still remains my best friend. That’s saying something.
“The Best” title is followed by my mom, Judy Triplett. She probably is one of my best customers too. She often models for me and we just have a great time. I go to her to brainstorm what will sell and what won’t. She edits my blog, she makes herself available and she’s just wonderful. My mom attends market with me too and knows a lot about clothing construction. She used to sew so her knowledge is invaluable. She also is an artist, so she has a creative spin that I really appreciate.
I have another good friend named Sheri Bonds who helps me in the background. She asks me the hard questions. The ones you don’t want to answer but you need to in order to stay grounded. Sheri will tell me the truth every time I ask her anything and I need that. It’s like the friend in your life who told you not to date the jerk, not to make that business decision or DO make that decision…every girl needs that person. It’s these people who make you take a step back and really think. I am grateful for our friendship.
Finally, I have a customer named Jennifer Pittman that I brainstorm with. She gives me the best advice and helps me frame my marketing. If it wasn’t for her, I would definitely have a lot more collections flop. She tells me what she “would do if…” from a customer’s perspective and she’s almost always spot on.
Pricing:
- $15-$100
Contact Info:
- Email: janell@sweetelaineboutique.com
- Website: www.sweetelaineboutique.com
- Instagram: instagram.com/janellmcphail
- Facebook: facebook.com/groups/sweetelaineboutique
- Youtube: https://www.youtube.com/channel/UC5cWIKVgHYS1b54b_8gazQw
