Ground Floor: Hearten has dual purpose

Amanda Svoboda's new business offers style with a purpose.

Hearten is a pop-up women's boutique that donates 10 percent of sales to Iowa-based charities helping women in need.

'I have a heart for people in need and women especially,' said Svoboda, who also owns an event styling and decor rental business. 'The idea just popped into my head one day. I love fashion, and women love to shop with each other. Why not shop with a purpose?'

Svoboda envisioned a mobile store that would come to the customer for private shopping parties and other events where women have fun while giving back. She chose the name 'Hearten' to reflect the new business's mission.

'Hearten means to make more cheerful or confident, to raise someone's spirits, to boost up,' Svoboda noted. 'It has a dual meaning that applies to the women who are shopping and the women they are helping.'

Within a week after coming up with the idea for Hearten, Svoboda learned of a 1957 Avian travel trailer listed for sale on Craigslist.

'I love old things,' she said. 'I thought it would be so cool for a mobile boutique.

Svoboda sent her husband to look at the Avian, but it wasn't exactly the fun vintage camper she had in mind.

'It was a junk fest,' she said. 'It had been used years ago as a chicken coop.'

Undeterred, the couple purchased the trailer and had it professionally cleaned and sanitized. They then set out to restore it, doing much of the work themselves.

In the meantime, Svoboda started researching suppliers, attending vendor shows and building Hearten's inventory. She launched the boutique in November, doing in-home shopping parties while work on the Avian continued.

Hearten features 'boho chic' women's clothing and accessories such as handbags, scarves, and jewelry. Everything is $50 and under, and many items are one size fits all.

'I really try to make something available to any woman out there from age 16 to 60s and older,' Svoboda said.

While based in Vinton, Svoboda will take her mobile boutique on the road to locations throughout the state. One upcoming event is the Back Roads Vintage Market in Dysart on Saturday, June 4.

'I can go anywhere and have a new audience,' Svoboda said. 'Hearten gives me a platform for helping women who are struggling in our communities. That's my mission, and that's the reason why I started the business.'

Beginning this summer, the restored Avian trailer, which Svoboda has named the Hearten Suite, also will be available for wedding rentals.

At a Glance

Owner: Amanda Svoboda

Business: Hearten

Phone: (641) 757-1044

More info: www.facebook.com/heartenboutique

Know a company or manager who has been in business for less than a year that would be ideal for 'Ground Floor'? Contact Francie Williamson at francie.williamson@thegazette.com