Boutique future’s looking brighter
Store expands services at larger South Holland site
For nearly six years, I’ve spotlighted several south suburban small-business owners in this column. Amid the COVID-19 pandemic, I’ve checked in with them to see how they’ve been affected. This is an update from one in this intermittent column series.
When I first interviewed Arlicia Alston in 2018, she shared with me how happy she was to have realized her dream of opening her Lansing boutique, Arlicia’s Posh Fashions, to bring Michigan Avenue style to the south suburbs at affordable prices.
But a little over two years after the boutique opened, her business, like many others, was plunged into the COVID-19 nightmare and sales plummeted. Her dream was at risk of being shattered, but it didn’t.
The business not only persevered, but Alston also recently moved it to larger quarters in South Holland and expanded her offerings. Alston’s Arlicia’s Posh Fashions & Spa opened at 1006 E. 162nd St., in Pacesetter Plaza last December. Besides continuing to sell a variety of unique, stylish women’s upscale casual and dressy clothing, shoes, jewelry, hats and purses, customers now also have access to hair salon services. They soon will be able to get makeup services there as well, she said.
So often Alston would hear customers shopping for outfits for a party or event say, “Now I have to go get my hair done. I have to get my makeup done,” Alston said. “I thought it would be a good idea to offer all the services under one roof.”
The business invested in hair salon equipment and now has one stylist working there as an independent contractor. Alston plans to add another stylist in addition to the makeup artist, also as independent contractors.
the size of the Lansing store at 17645 S. Torrence Ave., she said. The Lansing site will close at the end of this month when her lease ends. The South Holland store is decorated with plush sofas and chairs where shoppers can sit and relax. Alston likes the new location because it’s not far from her first location, where her existing customers were used to coming, and exposes her to new potential customers in the South Holland area, she said.
Sales at the business are back at pre-pandemic levels, and she projects 2023 revenue will surpass 2022 sales.
“Parties and events are back,” which help drive sales, Alston noted.
Supply chain issues she experienced at the height of the pandemic, which made it difficult to get some merchandise, have disappeared, she said. The store’s merchandise comes from overseas, New York, California and from Chicago metropolitan area designers, she said. She also designs some of the jewelry and clothing merchandise she sells.
Alston co-owns the boutique and spa with her husband, Dana Alston, a psychologist and marriage and family therapist.
“We’re looking to create positive experiences,” he said. “Customers can come here and shop in a beautiful environment, find stylish fashions they love. They can get their hair and makeup done and leave here looking good and feeling good about themselves.”
Arlicia Alston, who has a master’s degree in education and instruction, retired from her job as a Chicago Public Schools teacher in 2019 to work at the boutique full time. She also has a bachelor’s degree in fashion merchandising and worked as a retail store manager for a few years right out of college. She was happy to return to the field she loved.
But shortly after her retirement from Chicago Public Schools, the pandemic hit. Amid the challenges of the health crisis when the boutique had to temporarily close during the lock down and sales sank, the couple relied on savings and Dana Alston’s income from his psychology practice to help keep the boutique going, she said. She marketed the store’s fashions on social media, took orders online and had customers do curbside pickup. Arlicia Alston also worked on creating new jewelry and clothing designs.
She relied on her faith. “That got me through, believing and trusting in God and knowing everything was going to be OK,” she said.
Among lessons learned through the ordeal she said are, “You have to stay focused on your goals and dreams and do what you have to do to survive.”
Today, she continues to market through social media and by reaching out to her customers via text and email. She is also revamping her website and looking to boost online sales, she said. She plans to have an event introducing new apparel in the spring.
Alston considered keeping the Lansing store open to have two locations, but ultimately decided that would be too risky of a venture at this point. But her long-term plan is to add another boutique-only location.
With the pandemic waning, Alston said, “I feel more positive. The dream that I had for a long time has come to pass, and I was able to expand. I feel good about that. I’ve been able to get customers from South Holland, and previous customers are coming over here, so it’s all working out.”