Have you ever thought about owning your own business? It’s a common thought amongst Americans simply because creativity breeds success. The ability to be your own boss and promote your original concepts is the epitome of the “American Dream.”
A year and a half ago, a group of 20-something-year-olds took the plunge. Starting with Danielle Dallas, she has installed five locations of her budding boutique, The Copper Closet. Spread across Florida, the first location was built here in Jacksonville, and now ranges from Gainesville to Tallahassee with intentions to expand to Orlando next. Here’s the kicker, Dallas is only 22 years old and is the CEO of a massively successful and rapidly growing business in an industry that is slowly dying.
Malls and shops across America are closing their doors, and it is predicted by 2022 that one in four malls in America will be done for good. This wouldn’t have anything to do with the shift to online distributors would it? Well yes, it would. As technology develops, people opt for online shopping in the comfort of their own home. Distributors like Amazon are flourishing and are leaving the carnage of malls in their dust.
So, in a world where online shopping is amplified, what makes Dallas so successful to open stores instead of having the first store toppel down like others? With the wavering of time, and social media emerging to grow and promote business, it is no wonder why some businesses are thriving. The Copper Closet has been utilizing the advantages provided by social media to reach out to their customers. It’s now accessible to see firsthand what buyers are craving and what would never be added to their arsenal of apparel. This has been an enormous success according to Dallas, and she said customers LOVE the ability to elect what’s carried in stores.
Reaching out on social media isn’t the only ingredient in their recipe for success. Dallas doesn’t run the show alone. Her team includes her fiancé Ryan Viti, 29, who she met on Tinder (there is hope Tinder users), and Amber Romero, 25. She is the marketing and operations manager along with her wonderful staff at all locations.
“I decided to open something that was affordable, but still trendy and a pleasant shopping experience,” Dallas said. She takes into account the changing times and “fast fashion.” Fast fashion is the ability to move trends within fashion into retail stores to capture current trends for the public.
“Trends move very quickly. It’s a lot faster than what department stores are used to carrying. Department stores, in stores like Hollister and Abercrombie, they get new stuff once a season, they keep restocking that new stuff, and then the next season they change it up. We get new stuff every single week, so we have hundreds of new arrivals every single week,” Dallas explained.
There’s also an advantage to being a smaller company. Each location of the Copper Closet is tailored to carry what that region’s clientele desires. The ability to cater to specific stores is huge, and at low price points. Everything in their store is $45 and under, and features unique boutique products that bigger competitors wouldn’t carry.
The Copper Closet not only strives for trendy clothing, but the atmosphere in each store itself is it’s own experience. Dallas and Viti take pride in being able to create the visuals that are built by hand. The locations provide an individualized shopping experience, which is the key piece of advice Dallas provides for aspiring business owners. Make the uncommon, desired and start a unique business that will set you apart from the crowd.
See how the Copper Closet has been pairing with local businesses! Check out the video below: