Fashion-loving nurse becomes boutique owner in Coral Ridge Mall

Christina Otte said her love of fashion began at an early age.

The Williamsburg woman recalls how, as a four-year-old, she used to raid her mother's closet for handbags to carry around the house, lining both arms with purses from wrist to elbow.

Later, lured by the promise of employee discounts, she worked in retail during high school and college.

After Otte obtained a nursing degree, trend-setting styles took a back seat to nurse's scrubs as she pursued a career as a registered nurse. Not anymore. Otte has turned her love of fashion into a business.

About a year ago, Otte and her husband, who is a farmer, started researching different business opportunities. Otte came across a franchise opportunity with Apricot Lane, a women's retailer.

'I did a little more digging and talked to other women franchise owners, and it seemed like a great fit for me,” Otte said.

In October, she opened Iowa's first Apricot Lane Boutique at Coral Ridge Mall.

Apricot Lane Boutique offers women's clothing, handbags, shoes and accessories at an average price point of $35 to $70. Otte said the store's West Coast-inspired looks are designed to appeal to a wide demographic.

'The target is ages 16 to 65 and beyond,” she said. 'It really is a mother-daughter store. Anybody can come in and find anything.”

The store maintains limited quantities - six or less – of each item, which allows Otte to continually order new merchandise.

'It keeps it unique and fresh,” Otte said. 'The inventory changes weekly, which drives traffic. People keep coming in to see what's new.”

While Otte still works as a nurse when she is needed at Mercy Medical Center in Cedar Rapids, she spends most weekday afternoons at her Coralville store. She also goes on buying trips and attends fashion shows several times a year to stay up-to-date on the latest styles.

Apricot Lane's flexible franchise system allows Otte to select the merchandise that best suits her particular customers' needs and preferences. She said getting daily feedback from customers and her nine employees allows her to react quickly to emerging trends when buying new inventory.

'I like to mix and match pieces to suit the overall audience,” she said.

Otte said that while her new business may seem to be a big departure from her career in nursing, certain skills transferred well.

'Being a nurse taught me so much about customer service and building relationships,” she said. 'I carried over that compassion which helps me in building rapport with people.”

l Comments: Know of a company in business for less than a year that would be ideal for 'Ground Floor”? Contact George Ford at george.ford@sourcemedia.net.