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Twenty five days of sales at local boutique

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Posted: Friday, November 23, 2018 3:46 pm

Elizabeth’s Closet, a ladies boutique, is celebrating 25 years in business. Keeping a small business, in a small town, open for that long says a lot about owner Susan Elizabeth Miller. She credits her success to several things, one of which is the loyalty of her customers.

“I just knew Fort Payne was a great place to open up a clothing store,” said Miller. “I knew people would come from all the small towns located around Fort Payne.”

When Miller opened her shop, she didn’t realize the close bonds she would develop with many of her customers. “When they purchase the dress they will wear to their daughter’s wedding or to their mother’s funeral, you can’t help but feel happy or sad with them,” said Miller.

When Miller went to college, she took interior design classes with no dreams of ever opening a clothing store. Fortunately, both interior design and the fashion industry have a great deal in common. Both are about mixing and matching colors, accenting. They both involve knowing what is in vogue now and what will be in vogue in the next season.

“The clothing industry has evolved so much over the past 25 years,” said Miller. “I regularly drove back and forth to the Atlanta Apparel Market for 15 years. When I first started my business, there was no internet, no social media.”

“You couldn’t go online and see what Tommy Hilfiger, or any other brand name had. You had to go to market and do a lot of physical research before deciding what to sell. People like shopping at a boutique because the line of clothing is different from what is sold in chain stores.”

Another reason Miller’s boutique has been successful is because she learned early on about the price point to target. “People want high quality, not high prices,” said Miller.

In addition to selling clothing, her store offers a selection of candles, jewelry, luggage and even gift items. Delivery of the gifts from her boutique is also a special service she provides.

The store will be offering 25 days of sales starting Nov. 30 and will continue all the way through Dec. 24, to celebrate 25 years of business. Visit, call or go online to Facebook or Instagram for more details.

Elizabeth’s Closet is located at 606 Gault Ave. N. Fort Payne. Phone: 256-630-5647.

— Marla Ballard’s Spotlight on Business appears each Saturday.

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