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Consistency and Connection: The Keys to Boutique Success

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Ever wondered how boutique owners create such successful brands? In this episode, Ashton Dockery, owner of Be You Boutique, shares her inspiring business journey, from the evolution of her brand to the strategies she uses to thrive in a competitive market. You’ll learn about the breakdown of her business operations, the importance of maintaining a strong online presence, and how she balances both in-store and online sales.

Consistency and Connection: The Keys to Boutique Success

Starting Young: A Mother-Daughter Duo

Ashton’s entrepreneurial journey started as a senior in high school. She and her mom launched a boutique with hopes of turning their side project into something bigger. Initially, they focused on fun and connection, hosting pop-up shops and reaching out to other mother-daughter duos. However, it wasn’t until Ashton graduated college in 2019 that she fully committed to the business.

In the early days, they operated out of her grandma’s basement, hosting pop-up shops for their local community. This experience fueled Ashton’s dream of owning a storefront. In 2020, right in the middle of the pandemic, that dream became a reality.

Navigating Growth in Challenging Times

Opening a storefront in 2020 was no easy feat, but it paid off. The boutique saw tremendous growth, both in-store and online. Ashton and her team embraced every sales platform—from live selling on social media to creating an app—and have since tried it all.

Today, the business is split 50/50 between in-store and online sales. Ashton attributes much of their success to finding the right team. From a full-time employee who manages the storefront to part-time staff who assist with shipping and inventory, Ashton has learned the importance of investing in her people.

Social Media Strategy: Doubling Down on Content

Ashton’s approach to social media has been a huge part of her brand’s success. While she’s already a seasoned pro, she recently realized the importance of posting even more consistently. At a recent Boutique Summit, Ashton was reminded of a key lesson: If your audience isn’t seeing your new arrivals, you’re not posting enough.

Currently, she posts three to four times a day on Instagram and up to five times on Facebook. Additionally, she includes Instagram stories and a VIP Facebook group in her posting routine. This multi-platform strategy ensures her audience is consistently engaged and exposed to new products.

Perfecting the Launch Strategy

When it comes to launching new products, Ashton has refined her process over time. She experimented with daily launches and large weekly drops before discovering the sweet spot—two launches per week. This balance allows her customers to shop without feeling overwhelmed, while still keeping excitement high.

Staying consistent with launch days and times has been critical. Ashton found that giving customers a clear schedule—such as new arrivals dropping every Tuesday and Friday at 7 AM—keeps them coming back.

The Power of FOMO and Sneak Peeks

Building FOMO (fear of missing out) is an essential part of Ashton’s launch strategy. She starts by showing sneak peeks of new arrivals weeks in advance. Whether it’s through unboxing videos or Instagram reels, Ashton keeps her audience excited and engaged before each launch. By the time the products are available, customers are eager to grab them—leading to frequent sell-outs.

Building Community: The Secret to Success

From the beginning, Ashton prioritized community. Social media became her lifeline before the storefront was even a possibility. Her daily presence—whether through live videos or posts—built trust with her audience. Today, that trust is one of the key reasons her brand continues to grow.

Ashton has also learned the importance of staying true to herself and her customers. When she first started buying inventory, she fell into the trap of comparing her boutique to others and buying products based on trends instead of what she and her customers loved. Once she shifted her focus to purchasing items that she was passionate about, her enthusiasm shined through—and so did her sales.

Planning Ahead for Inventory Success “Ads have been a game-changer for clearing out our sale items,” Ashton notes. While ads attract new customers, Ashton recognizes that her loyal clientele is always on the lookout for the latest arrivals. Currently, she’s stocked with over 200 styles of fall inventory, which allows her to plan collections and style outfits for her models in advance. This foresight helps her keep customers excited for what’s next.

The Importance of Proper Inventory Management The retail landscape has changed, Ashton points out. Gone are the days of easy access to immediate inventory. “You have to be a better planner and know how to budget for future investments, or you’ll be left with the leftovers,” Ashton advises. Working with Management One has been crucial in ensuring she buys enough to meet demand, especially for high-performing categories like dresses and pants. “They told us, ‘You’re ready to invest more,’ and we’ve been able to take that advice to heart,” she says. Ashton emphasizes the importance of aligning your ads with inventory to avoid the costly mistake of promoting out-of-stock items.

Delegating and Focusing on What You Love Ashton’s success isn’t just about numbers—it’s also about recognizing her strengths and hiring the right people. About three years ago, she hired a right-hand person, which allowed her to step back from the day-to-day operations and focus on the aspects of her business that she loves. “It takes time to find the right person, but once you do, it’s a game changer,” she says.

Managing Multiple Roles From high school to motherhood and running a storefront, Ashton has worn many hats. When asked how she juggles everything, she stresses the importance of setting boundaries. “I leave the store by three or four each day to pick up my kids and make dinner,” Ashton says. Her customers appreciate this transparency, understanding that she’s a mom and wife first, then a business owner.

Lightning Round Insights: Quick Tips for Retailers

Focus on Income-Generating Activities: When given extra time, Ashton would spend it creating video content—an essential tool in today’s retail world.
Unsexy but Important Processes: Keeping track of expenses and understanding where your money is going is key to long-term success.
Tools that Make Life Easier: Ashton relies on her mom for bookkeeping and financial tracking but emphasizes the importance of finding someone who balances your weaknesses.
Biggest Lesson Learned: “Not everyone is for you,” Ashton says, recalling a costly mistake of trying to cater to customers who weren’t a good fit for her brand.
Setting Boundaries: Prioritize family and communicate those priorities to your customers. “They understood when I needed to step back, and they supported me.”

In This Episode

Ashton Dockery: Website | Instagram | Facebook
2025 Boutique Boss Planner

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Consistency and Connection: The Keys to Boutique Success

APPLE PODCAST | S POTIFY | YOUTUBE