Thinking up inspiration
West Houston boutique owner draws on world travels to add pizzazz for herself and customers
The water-buffalo horn bracelets are among Alicia Araujo-Elatassi’s favorite things from her recent family trip to Vietnam.
They are beautifully displayed along with a few other finds at her Thinking Boutique, 1570 S. Dairy Ashford.
In this west Houston store, in an area where fashion boutiques are few, Araujo-Elatassi says nearly every accessory has a story. The bracelets are recycled from the remains of water buffalo. The copper earrings and accessories on another table are from her trip to Cuba. There are also pieces from local artisans.
“I want women to feel a different experience when they come to my store,” the 43-year-old Houston native says. “This side of town doesn’t have a lot of boutiques, so I want to create an experience. When you buy a piece of jewelry here, you get a story. I want customers to find something they wouldn’t find unless they traveled to that country.”
That’s the idea behind her Thinking Boutique, which Araujo-Elatassi opened in 2015 after a 17-year career in education.
“This is a place where women can meet, shop and learn,” she says. “I’ve always been interested in learning and taking classes, so I wanted to provide an opportunity to learn in a fun environment where women could network in a relaxed setting.”
The store started as a learning center for women where Araujo-Elatassi hosted classes and workshops on everything from how to write a book to how to build a brand through social media and style. In 2014, Araujo-Elatassi penned “Querido Papa (Dear Dad),” about her teen years with her father growing up on the city’s north side, as a guide to foster better father-daughter relationships. She also has a travel and fashion blog.
The shopping-center space grew into a women’s clothing and accessories boutique, offering an array of wrap dresses, jumpsuits, chic pencil skirts and even sequin tops. She also provides wardrobe styling, branding consulting and personal shopping services.
The boutique is a natural venture since Araujo-Elatassi always wanted her own business. She started in education, with bachelor’s and master’s degrees in education from the University of St. Thomas. She worked as an elementary and middle school teacher, then later as an education supervisor at University of HoustonDowntown.
She met her husband, Rusk, in college. The couple, married for 18 years, has two sons, Alexander, 15, and Maksim, 10.
When Araujo-Elatassi is not empowering women through her in-store events or helping them to find the latest look, she’s traveling the world with her family. She took her first trip beyond Houston and Mexico, the native home of her parents, at age 22.
“My first trip was to New York. It was amazing — the big city, the lights and energy. I knew I wanted to see more of the world,” she says.
Araujo-Elatassi has since traveled to countries in Europe, South America and Asia. In July, she and her family visited Vietnam for 10 days. “It was an explosion of culture, a sense of tradition and community that you don’t often see.”
Traveling and owning her own shop also have helped expand her style. Araujo-Elatassi shows off a coral, floor-length wrap dress that comes in several colors and is available in her store.
“My skin looks really good in coral,” she says. “I think I’ve gotten bolder in my style since opening my store. I love classic staples like a Chanel suit and a little black dress. But I also love something bold. I just feel freer.”
Home: Style Zoe heroes: West Houston Nina Garcia and Rachel Favorite designers: Diane Von Furstenberg and Manolo Blahnik Pairs of shoes: About 25. “I have a shoe doctor so I rarely buy new.” Need to get rid of but can’t: A pair of
Levi’s jeans from college Trend you’ll never wear: Denim overalls Most regrettable purchase: Dooney & Bourke handbag First car: Toyota Corrolla Beauty must-have: Rosehip Essentials Rosehip Facial Oil
Go-to Favorite cocktail: saying: A “So very damn dirty cute!” martini Must-have dish: “My mommas crunchy tacos.” Never-forget travel destination: Croatia Worst job you’ve ever had: Laying floor tiles with my dad
Best advice you’ve ever received: My husband says in business you have to remember the good days to get through the bad. Favorite movie: “Good Will Hunting” Best book: “The Kite Runner” by Khaled Hosseini Theme song: “I'm Not Afraid” by Eminem