Sue Simpson in her Hurricane shop. |
Designer Alley is a boutique with a recipe for success – two
parts fun for every necessity with a splash of sophistication and
generous servings of color, style and inspiration. The little shop
in Hurricane is 2000 square feet of justifiable indulgence for women
in the market for clothing and jewelry with flair.
When owner Sue Simpson goes to market she considers herself a personal
shopper for the friends and customers who frequent her cozy homelike
shop. She brings back the latest in fashion from New York, Atlanta
and Dallas, and then heads for Las Vegas for the newest California
looks. Sue says, “I try to choose styles that range from casual
to dressy with plenty of choices for the professional woman. My customers
want to look appropriate, but they also want to be comfortable and
look terrific. And, they don’t want to wear the same thing everyone
else wears. Often, I have a specific woman in mind when I’m
buying.”
This will be the sixth year for Designer Alley. When her previous
location on Teas Valley Road was sold, Sue says, “I was just
devastated at first. It was the second time I had to move because
my location had been sold! I didn’t want to go into the mall.
Then I found this perfect house. It’s a little different, a
little more welcoming than the average storefront shop.” Her
special, colorful style is reflected in decorative touches tucked
in throughout the shop. “They make shopping more personal but
even the decorations are for sale.”
Sue says she always wanted to have a boutique. After graduating from
Eastern Kentucky University with a major in Home Economics, she went
back and took business and office administration. For years, she worked
in doctors offices in Florida and Texas, when her husband was transferred
again in Charleston. “After seven years there, I decided it
was time. She applied for a small business loan, confident that her
office administration and financial experience had provided the necessary
background for a businesswoman. Discouraged by how long it took, she
applied successfully at a local bank. “The SBA loan came through
just a week later!”
Despite having to relocate for the third time, Sue has been able
to keep a large percentage of her customers. Her meticulous record
keeping indicates that about 60% of her business is from previous
buyers.
They enjoy her low-key sales approach and the ambience of her shop.
Each room is stuffed with designer fashions, Onyx shoes, whimsical
and hand made jewelry and eye catching finishing touches for home
décor. Sue says, “I like decorated clothing, so there
is always lots of bright colors, glitter and appliqué. And,
of course, plenty of basic black!” Sue handles some exclusive
lines and is always alert to unusual brands or ones that are unavailable
locally.
She caters to adult women -“no prom stuff”- and carries
sizes 2-26. “My customers let me know what they’re going
to need – for a party or reunion or wedding- and I look for
something right for them.”
It’s a lot of work and it takes a lot of time. Designer Alley
is open Monday through Saturday till around six except on Thursdays,
when it is open till 7. “If I’m not at market, I’m
here. I think my business owns me instead of me owning a business.”
Still, she doesn’t have any plans to do things differently.
She says, “This may be my midlife crises, but, it’s my
dream come true.”
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