The Front Row is our passion series offering an up-close look at the creators and cultivators that are reshaping Omaha’s community. beyourself boutique aims to promote self-esteem and celebrate women of all sizes by eliminating traditional sizing and focusing on fit. Owners and sisters, Jennie O’Dell and Kim Vasey sat down with us to discuss the importance of the empowerment of women.
What sparked the idea for beyourself boutique?
beyourself was created to promote self-esteem and to make anyone and everyone feel welcome. I graduated with a design major and designed for two years in Los Angeles and then started a buying business for boutiques. I started a mediate buying business, meaning you didn’t have to go to market and you could just say this is how much I’m needing this week and buy it. I decided to open this store in 2005 and was one of the first affordable boutiques here in Omaha. We brought in over 110 lines to Omaha, Nebraska.
How are you actively being inclusive in the community?
It’s still one of the only boutiques that carry more than three sizes. I believe that no matter what size you are you should be able to shop with your friends and your mom and your sister. We carry over seven different sizes so, we go from extra-small to 20. My passion is to make every woman know size is just a number.
I believe we have very diverse people who want to shop with us. I feel like our customer service makes people feel like they’re welcome. Especially the last year and a half, we’ve realized things we’ve had to relearn and be more inclusive. It’s our job as human beings to help each other and be better to each other.
“We aren’t numbers or letters. We are women, all of us as unique as a snowflake. At our stores, you will only find color-dots on our tags. We found when you eliminate traditional sizes, you are free to focus more on how you feel in what you’re wearing. We have real women try on every single garment to analyze and ensure a proper fit. So, when you find what color dot you are, it will remain consistent within every piece in our store.”
How has the pandemic affected business?
Retail has been struggling before the pandemic and the pandemic made it 10 times worse. We’ve always created things that other people weren’t doing. I think that’s what got us through this pandemic, that we just kept being ourselves and kept innovating ourselves to do different things and do better. We collaborate with different people in Omaha and try to support each other as much as we can.
“On Trend Since 2005” Staff Shoot.
How is retail changing for you?
I think it’s pivoted in a different direction than most people would think. I feel that people are going to try to come and touch things. The pandemic made us think, “Oh, the convenience of shopping online is wonderful,” but sometimes it’s really nice to feel something and touch something. I think that’s pivoting in a little bit of a different direction, obviously it’s not a huge pivot.
Also, making sure the store is merchandised correctly so it makes people feel good right when they walk in, because people need interaction. I don’t think we know what the new normal or the new side of retail will look like yet, but I think I’m excited to see how it all moves.
What do you hope to see in the artistic community in Omaha?
It’s so interesting because we’re trying to reinvent ourselves right now in the sense of what retail will look like and the arts are so important. I’ve lived in Hawaii; I’ve lived in Los Angeles, and I like how small Omaha is. We have some of the best places like The Durham Museum and there are so many people fighting for the arts; I hope that continues in Omaha. I’m very proud of Omaha and I hope that we continue to see the importance of it.
How are you partnering with the community?
We partner with Omaha Girls Rock. We give all our profits from promotions right back to the organization. We’ve been partnering with lots of different small businesses and trying to promote everything that we stand for. Big picture is…words are important but actions are more important.
What do we have to look forward to with beyourself boutique?
Celebrating 17 years of success as an inclusive boutique, beyourself followed the theme of “On Trend Since 2005” in their most recent staff shoot. Stop by the store to shop every Thursday for a student and faculty discount of 25% off with a valid ID, excluding sale and local items. Online and in-store now, purchase 2+ sale items and get 50% off all other sale.
Sign up for the beyourself boutique newsletter, available on their website, to receive 15% off your first order. Follow along by clicking the links below!
Keep up with the Omaha creatives making waves in the community! Follow Omaha Fashion Week on Instagram for updates on The Front Row.
