Tucked in the corner of a well-established sales strip in Chester Township, is an unassuming upscale women’s consignment boutique.
Tucked in the corner of a well-established sales strip in Chester Township is an unassuming upscale women’s consignment boutique.
Passion for Fashion, at 12767 Chillicothe Road, has been in the same spot for 10 years and is celebrating a decade in business July 16. Yet, upon a recent visit to the store, a customer walked in surprised at what she found.
“I never knew this was here,” she said. “I thought this was a store that had very pricey items, but I’m looking around now and everything is so nice — and well-priced. I’ll definitely be back.”
While a new customer was just discovering the boutique, the success of being in business for a decade has also come from a loyal customer base — one that owner Gayle Tuttle has built based on relationships.
“I’m a very relationship-driven person, so it’s about the relationship with my customers and what they feel when they’re here — and how they feel when they leave,” Tuttle said. “So it’s more about the relationship than the transaction.”
Unlike the mall store or big box chain, Tuttle says she knows around 95 percent of her customers by first name. She feels connected to her customers because they have known each other through the years with all the ups and downs.
Tuttle even remarked some of her customers know about her family well-enough that they bring baked goods to the shop for Tuttle to take home to her husband.
These personal interactions were evident as Tuttle chatted about a customer’s recent vacation as she wrapped her purchases. It was more like two friends chatting rather than making a sale.
“It’s that human factor — I never realized how that would change my life,” said Tuttle. “How many women here are now my friends — and this circle — that I have a friendship with most everybody who comes into the shop.”
But even with great relationships, it’s what the shop has to offer that also brings people back.
Items in the boutique are upscale by designer and brand names, and along with quality, shoppers will find resale prices to be at one-quarter to one-third of what they could expect to pay retail.
“The base is a curated collection of the best of the best — the best of consignment,” Tuttle said. “Some people will tell me, ‘Well, you’re very picky,’ — that’s good. That’s good in types of the brand, in the types of things I will accept, and obviously, the condition.”
Browsing the racks, customers will find on-trend name brand, designer and luxury clothing, shoes, handbags, accessories and jewelry. Many items are new with tags. Tuttle also partners with local artists and businesses to offer handmade soaps, lip balm, cards and more.
“My consigners are key,” said Tuttle. “They’re great partners. They understand what I’m looking for and continue to bring me amazing pieces — and they walk away with money. Or their old wardrobe buys them a new one. It’s also very rewarding to see that things are not wasted. Things can go on to live another life and bring joy to another woman.”
Like so many other business owners, the COVID-19 pandemic forced Tuttle to explore another dimension of marketing the boutique. After working to build the business for eight years, Tuttle would not just shut the doors.
“I had a commitment to my customers and to my cosigners,” she said.
And while she had just launched the store’s website, Tuttle was struggling to figure out how to bring the same feeling and experience that in-person customers get to the online experience.
“I came in — and I worked on the online store — and I did live videos everyday with my customers,” said Tuttle. “And I found that that live video, I had so many of my customers say to me, ‘It was so great to hear your voice.’ It was something normal — such a comfort. I could keep that connection with them.”
That exploration into video has evolved into a regular social media feature called “Fabulous Friday.” Each Friday morning, Tuttle spends about 45- to 60-minutes on Facebook Live showcasing selected items in the store.
Holding her cup of morning coffee as she shares new finds and greets familiar shoppers in the remote world, Tuttle has succeeded in imitating the atmosphere online that she sought to create in the brick-and-mortar store.
The public is invited to stop in for the anniversary celebration Saturday from 10 to 5 p.m., which will include sweet treats, refreshments and special savings.
