This post is part of our “Customer Spotlight” series, which features an interview with a store owner who uses Boutique Window.
Meet Sarah Gauger and Kate Merritt of omt! Divine Women’s Resale in Lincoln, Nebraska. These sisters run a modern and fashionable consignment store and they have been faithful Boutique Window users since day one. We sat down with Sarah to learn more about life at omt!
When did your boutique open?
Why did you open your store?
My mother, Jan Gauger, opened the store. After being elected as the first female county commissioner in 1972 and serving four terms, she was inspired by her passion for recycling and decided to open a consignment store. With very little money and almost nothing to spend on marketing, she hired a single employee and opened omt! in 1979.
Favorite thing about owning your own boutique:
I like having the ability to change something fast whether it’s advertising, accessories, or changing racks. Sometimes it’s right, sometimes it’s not. But I like being able to make fast decisions to improve the business.
Favorite thing about Boutique Window:
I love that it’s constantly evolving. Most advertising you buy is static, but with Boutique Window, we are always able to showcase our newest merchandise. We’re excited to see it continue grow and add even more value!
What advice do you have for new Boutique owners?
It’s really easy to buy things you like, but you have to provide products for everyone. Think about what other people want. Be aware of what customers want to buy more than what you want to sell.
Can’t live without:
Fashion: I adore it, which is why I’ve done this for over 30 years. When you think of resale, you don’t think of cutting edge. But we’re right there and with no parameters of trends or what’s “in.”
Favorite tune for the shop?
We try to have different tempos. I like to play Cyndi Lauper to bring up the mood. Sometimes it gets a little too soft, so I like to mix in Motown.
Favorite local restaurant?
La Mexicana on 13th and F St. They have a delicious chicken mole.
Eileen Fisher. Her line is natural with linen fabric and earthy designs.
Vintage jewelry, hats, 1940s and 1950s dinnerware. I also collect designers (shopping!).
Tea or coffee?
Definitely coffee. Black! Strong!
Bloom of choice?
Lilacs. The color says Spring to me.
Books or magazines?
Books. I’m a fan of fiction. It helps me relax. I love escaping into somebody else’s stories. I feel like magazines are more work.
Otis Young, a pastor at First Plymouth Church for over 30 years said: “Life is short. Be happy now. Let it go.”
What (or who) inspires you?
My mom Jan and my awesome sisters. Our mom is our mentor. She taught us all how to run a business, how to treat customers well and how to drink scotch.