Exploring Life & Business with Shannon Connelly of Edelweiss Boutique

Today we’d like to introduce you to Shannon Connelly.

Hi Shannon, we’d love for you to start by introducing yourself.
When I was a little girl, playing store was my favorite thing to do! Ever since then, I’ve always known I wanted to own a women’s clothing boutique. A year after graduating with my degree in entrepreneurship, I launched Edelweiss Boutique in 2017. It started as an online store that I ran out of my parent’s basement in small-town Illinois. I spent the rest of the year renting U-Hauls and attending events around the country setting up temporary booths for shoppers. Having an online presence is so important, but I missed the in person interaction with my customers. Growing weary of renting U-Hauls and traveling, I decided there had to be a better way. It just so happened there was a fashion truck based in my hometown for sale. Ready to take the next step in my business but not quite ready to commit to a brick and mortar, a fashion truck was the perfect option. So, I purchased the truck, made renovations and moved to Nashville in 2019. I attended event after event my first year here. However, I wanted somewhere customers could always find us. So, we finally found our home at 2218 12th Ave South. I love being mobile. We’re able to attend events, make house calls and park around the city. We’re even listed as an experience on Airbnb! Clothes are an expression of self, and helping women find clothes they feel confident in is my passion. I love seeing a customer’s face light up as they find their new favorite outfit! So blessed, I get to do what I love in my favorite city.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t always been smooth sailing! The real challenges began once I expanded the business and bought the truck. It required significantly more repairs than anticipated and took much longer to fix! I had already booked events for spring of 2019 and had to postpone until the truck finally arrived in late May. My entire business model revolved around attending events. Unfortunately, vendor fees were high and significantly cut into my profits. I knew this wasn’t sustainable and began searching for a permanent spot for the truck. Real estate and open parking in Nashville is few and far between and highly competitive. I spent months making phone calls, driving around the city and asking for permission to park the truck. I thought I may never get a “yes”! But finally, we found our home in 12 South. There have been many challenges since. 2020 hit us REALLY hard. We rely on tourism, so things really slowed down last year. We are so thankful to be back out in 12 South this year doing what we love!

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Fashion trucks are still a relatively new idea. Our uniqueness sets us apart from other clothing stores! The outside we designed to look like an actual storefront. It’s the cutest truck on the road! I hear “I’ve never seen anything like this before” every single day! We specialize in trendy, young contemporary women’s clothing. I attend market in Vegas every year to hand select merchandise for the truck and website. I find the season’s hottest trends from quality designers to bring our customers stylish yet affordable fashion. However, I stay true to my personal style. Everything in the truck I would wear myself! I think this has helped my business because I truly love every piece we carry. Having a truck for a store means a lot less space for merchandise. This means I have to carefully select what styles we have. I am most proud of the job I do picking out merchandise. First of all, I have customers age 12-90! While our target market is a smaller age range, we do have something for everyone. When I hear customers tell me “you have the cutest clothes in Nashville” I beam with pride. I always have my customer on the forefront of my mind while also incorporating my personal style, so I’m so happy it resonates with others.

Our name is also very unique! Edelweiss is a flower that only grows at the top of the Alps. It has so many cool meanings such as bravery and devotion. It’s also the name of one of my favorite songs from The Sound of Music!

Do you have any advice for those looking to network or find a mentor?
Having a mentor is so important! Owning a business is tough. Having support and someone to give you advice is such a valuable asset. I’m so lucky to have business owners in my corner who want to see me succeed. I have also attended local business group meetings to network and meet other business owners in my area. You never know what opportunities may open when you put yourself out there! For me, asking for help and being open about challenges I’ve faced has been so beneficial. I truly appreciate the advise and support I have received from people who have been in business much longer than I have! Join your local business groups or reach out to people you know that you would like to connect with!

Contact Info:

• Email: [email protected]
• Website: shopedelweissboutique.com
• Instagram: instagram.com/shopedelweissboutique
• Facebook: facebook.com/shopedelweissboutique