“A boss, to me, is a confident leader. That’s how I want people to feel when they wear the clothes from my store,” says Ashley Eichstadt, owner of Boss Boutique in Huron. She started the women’s clothing business in 2015 with just three racks of clothes, traveling to vendor fairs. “I was setting up pretty much anywhere that would let me,” she exclaimed. Within one year, Eichstadt felt confident enough to open her own storefront. She thought that since it had been on her heart for some time that she just as well do it. “If you don’t, you’ll always wish you did,” she said. “It is a lot of hard work, but worth it.”
Eichstadt is originally from Alpena, SD and attended Lake Area Technical Institute to pursue a Physical Therapy Assistant career before she determined that fashion was her true passion. She is married to Michael Eichstadt and they have three beautiful daughters, Taylor (8) Riley (6) and Everly (4). Her family has been very supportive and encouraging throughout her journey. “I could not have done it without them,” she says. “I can’t lie though, I have wondered many times what I got myself into. Juggling family and the store is difficult to say the least. I have learned so much, not only about business, but about myself. I have gained a new respect for all entrepreneurs.”
Boss Boutique also is a catalyst for other entrepreneurs, showcasing a variety of additional items including shabby-chic home décor, jewelry and lip and body care products. “I know how tough it can be to start a small business, that’s why I allow other businesses to have space in my store,” Eichstadt says. “Having SD-made goods is inspiring and customers love the handmade items. My superpower is serving and helping others, and I love making my customers happy.”
The store has three employees, who Eichstadt says are true, “rock stars.” “As a business owner we have many hats to wear,” she added. “While the business expands, our team grows together and we take on more roles so it’s awesome to be able to share the hats!”
Many stores have switched over to online in the past couple of years and Eichstadt is saddened to see so many close due to this trend. “ I really want everyone to know how much love and hard work is poured into the businesses in our community,” she said. “The owners have a passion and work very hard to serve the public.”
“I hope that customers do love coming into the store, having a good experience, we work hard to try and make everyone feel comfortable and know that we care.”