- $15 for $30 worth of women’s apparel and accessories<p>
In her boutique dubbed Amaranth Collection, owner Elizabeth Whitehead can be found ushering clients through her storefront boutique with an accessible, lighthearted approach to fashion and styling. Rather than simply telling customers what they want to hear or passing out compliment cards, she offers truthful opinions and personalized recommendations for fulfilling their wardrobe needs. To assemble looks, she draws on racks of colorful apparel and accessories, such as tie-dye, striped, and ruffled dresses in khaki, coral, and navy blue, cardigans and flowing tops, and accessories such as brightly colored tribal print and chevron scarves or turquoise-and-orange clutch purses. She also stocks casual jewelry, such as earrings and bracelets adorned with miniature flowers, teardrop and petal-shaped necklaces, mint-and-ivory bangle bracelets, and opalescent earrings.
Within her vibrantly styled space, her latest style and accessory trends line the walls in neatly organized displays. The Tusla, Okla., native says that the most unique aspect of the Amaranth Collection is the design itself. And while the shop exudes the feel of an upscale boutique, her prices often rival those of larger retailers. Items rarely surpass the $100 price point, which she says has helped her sales grow by 200% since 2012. “Amaranth means never fading, and we believe that three things about business should be never fading: loyalty, service, and good attitudes," she quips.
Her business philosophies have spread to the realm of social media, which she has embraced as an essential marketing platform to expand her customer base. With little to no "walk-in" traffic, she says word of mouth and online referrals have positioned her accessibly posh boutique to sustain itself beyond the latest style trend.