The east side of Madison will welcome a new storefront this weekend as A New Day Boutique plans to open its doors on Saturday, April 30. The store, which is explained as a “modern and chic women’s outfits boutique,” will occupy 702 E. Johnson St. and be part of a neighborhood booming with old and new Madison favorites, which includes the Superior Fashion Shop and the East Johnson Household Cafe.  

Immediately after having her bachelor’s degree in business management at the University of Wisconsin—Whitewater in 2016, operator Emma Segura commenced doing the job retail at a community retailer in Lake Geneva. She moved back again to Madison in 2018 and labored at (shoo), a shoe and accent keep for adult men and girls. The Madison location has given that shut, with their aim now on the Milwaukee location. 

Not lengthy immediately after, Segura made the decision to go culinary college, the place she obtained her culinary production specialist diploma. She then worked at the Overture Catering Co. for a 12 months ahead of the pandemic strike.  

When items slowly but surely started off to open up, Segura frequented Geneva, Illinois, and found the sum of “cute retailers and boutiques” there. The vacation sparked the concept to open up up her possess business enterprise, she says. She commenced investigating and met with other regional company proprietors at places like the Kee Kee Boutique in Waunakee.  

“The owner there was genuinely useful at acquiring my gears going on with the whole plan,” says Segura.  

Thanks to her time at (shoo), Segura was capable to lean on seasoned area organization homeowners for guidance. Segura shares that Kate Blake, 50 percent of (shoo)’s sibling owner duo, invited her to a STYLEMAX exhibit this past summertime. She started to discover models she hoped to have. In Oct 2021, Segura returned to the demonstrate and did most of the buying for her spring opening.  

She has expended the last handful of months planning the retailer and concentrating on a numerous inventory.  

“That’s why I simply call it a 1-stop store, it’s a terrific place for presents,” claims Segura. “Even if you do not like the clothes, you can obtain a little something.”  

A New Day Boutique aims to fill “a area of interest that requires to be fulfilled,” primarily on the east side of Madison, she claims. “There’s actually not a lot of outfits shops for girls on this facet of city,” says Segura.  

She hopes that A New Day Boutique gets a staple in Madison, along with the pieces offered, which are minimal amount. Segura is fired up for the keep to open to the public and she hopes girls from all areas of Madison get and take the opportunity to look at it out. 

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By Amalia