Today we’d like to introduce you to Josie Bays.
Hi Josie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I worked a corporate job for close to 20 years, doing payroll, HR, benefits. I felt my time in that industry was done. I took some time off to spend with my family and let my mind wander with ideas on what to do next. During this time off, I started thinking about opening a retail store of some sort…then covid hit.
During the lockdown, I did countless research on boutique ownership and clothing vendors. I emailed tons of brands for wholesale opportunities. I wanted to be unique and sell different products than other local boutiques. I received a lot of “you’re not the right fit” but I also received many “yeses” which kept me motivated. Then I researched apparel markets and Chicago was close enough to home, so that’s where the in-person relationships began with my brand reps.
One of my favorite parts of the journey is that I didn’t do it alone. My daughter, Olivia (also known as Liv) attended every market with me, helping curate the very first collection for the store. Looking back, those trips weren’t just about buying clothes; they were about building a dream together. I taught her how you mark-up an item; so she could look at a price tag and know if it’s a fit for our store. The reps knew her by name and enjoyed seeing her as well. She was only 11 when I opened so it was a great learning experience for her.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
In the beginning I was flying through product, continuously reordering. But by year two, something shifted. People weren’t shopping like they once were. I’m currently just a brick and mortar (not online) so maybe that had something to do with it. Amazon is easy and a lot of the social media influencers were really pushing hard on promoting Amazon, SHEIN, online sources like that. The economy wasn’t booming either!
Then last year, October of 2025 I announced my closure. I was no longer profitable and it was hard to pay the bills. I sold off everything in my store (including fixtures). But then I received a phone call. It was an opportunity to open back up again. My husband and I sat and talked and did the old pros and cons list.
I looked at this as my chance to reassess my brands and completely revamp my store. And here we are today, with new, incredible quality and more affordable brands, I still have the slow days but business is definitely better.
We’ve been impressed with Liv La Mode Boutique , but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I am a women’s (with a hint of men’s) clothing and accessories boutique. I focus on lake and land apparel.
I specialize in soft, comfortable clothing. and I handpick every item that comes into the boutique. I always hear how soft everything is and it’s so satisfying to hear that customers appreciate it.
I’ve sold some amazing brand names over these 5 summers. Some that I’m most proud of are: Billabong, Vissla, Toadfish, Vintage Havana, Velvet Heart..just to name a few.
It’s just me in the shop so I’ve built some amazing customer relationships over the years. I know their kids names, their dogs, their families. It’s very special.
Let’s talk about our city – what do you love? What do you not love?
The Village here is so welcoming. People really lookout for eachother, unlike bigger cities.
I can’t really say anything I dislike. It’s always been pretty great here.
Contact Info:
- Website: https://livlamodeboutique.com
- Instagram: @liv_lamode
- Facebook: Livlamode
