Today we’d like to introduce you to Devon Bradley. Them and their team share their story with us below:
Devon Bradley graduated from Michigan State University in 2008, diving straight into a career in Public Relations. As she grew into the profession, she couldn’t shake the dream of starting her own business, a dream harbored since childhood.
In 2013, her PR work allowed for a trip to New York City, fashion capital of the US. As she walked through the small SoHo boutiques, Devon found the inspiration she needed to finally make the jump from PR life to entrepreneur. After her return, and many months of planning, she launched Belle Row Boutique in a traditional brick-and-mortar fashion.
After opening Belle Row, Devon traveled to various apparel shows around the country to connect with designers and vendors to purchase merchandise. Today, she continues to hand-select every item in the shop, ensuring the fit, quality, and affordability meet her standards
In 2017, she moved Belle Row to a new service model after a three-year run in her East Lansing retail space. As her shop captured the interest of fashion-minded customers from areas like Grand Rapids, Kalamazoo, and southeast Michigan, Devon decided to make a bold move. She closed the physical shop, pushed traffic to her online storefront, and upped the number of creative on-the-road shopping experiences she offered.
Devon transformed her business into a combination of online sales, pop-up shops, and girls’ night-out events that reach markets in multiple locations. In the fall of 2017, she started her newest venture: personal shopping. Customers can now book private appointments with Devon and have a one-on-one experience comparable to nothing else Mid-Michigan has to offer.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
It has been a rough road, but those challenges are what shaped Belle Row into the business it is today. In 2018 I promoted the expansion of my boutique on the East Coast, as I made a cross-country move in support of my then fiancé’s career. When you sell your home and move your entire life (and business) across the country, it’s a devastating blow when things don’t go as planned—both emotionally and financially. But, having lost nearly everything taught me something fascinating about failure and pain: it has the potential to make you fearless in a good way. I became braver and started making business moves I may have otherwise delayed or never jumped on.
Within four weeks of returning to Michigan, I had property hunted, made an offer, and closed on a commercial building. I ran a huge online sale, locked in eight pop-up shops across the state, and poured myself into hours of marketing, which helped me end that year with my largest sales record since opening Belle Row in 2013! Also, during that time, I started my own Marketing and PR consulting business, helping other small businesses in Jackson and across the state build their digital footprint and grow their brand.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Belle Row Boutique is a women’s online clothing shop and traveling boutique located in Jackson, Michigan. In addition to our reasonable price points, we are known for the experiences we are creating for our customers. By offering services like 1:1 virtual shopping and private shopping in our showroom, each appointment is FREE and tailored for the ultimate customer-appreciation experience (we offer complimentary mimosas, wine, and snacks during each appointment, too!). “Girl’s Night Out” private shopping parties are another experience we offer in our showroom and in clients’ homes. The traveling pop-up shop events, located at a partnering small business and open to the public, are another unique opportunity. From local wineries and distilleries to hair salons, art galleries, and coffee shops, our pop-ups allow our customers to try on the clothing they’ve been eyeing online in a fun atmosphere. Last but not least, we offer free hand delivery to local (Jackson) residents when they shop online!
We love surprises, fun facts, and unexpected stories. Is there something you can share that might surprise us?
Every year, we donate unused, unworn Belle Row merchandise to shelters in Jackson and Lansing supporting trafficked and abused women,
Pricing:
- Everything in the shop is priced below $100
Contact Info:
- Website: www.bellerowboutique.com
- Instagram: @bellerowboutique
- Facebook: https://www.facebook.com/BelleRow/
