Debbie Christian, owner of In b-Tween in downtown Conway, aims to offer moms some variety when shopping for their child’s wardrobe.
The store carries fashion and accessories for “toddlers to teens and everyone in between,” Christian said. She opened in June after operating as an online business.
“My husband encouraged me, my friends encouraged me, (saying) ‘Why don’t you just go ahead and open a store.’ There’s no one focusing on the toddlers to the teens,” she said. The idea for her own business originated when she could not find the kind of items she wanted for her own daughter.
“I do try to keep things with a little edge to it so it stands out and it’s a little unique,” she said. “Everyday clothes that are a little different without having to go to Little Rock. I try to get brands that are a little more popular on the west coast, because the west coast and east coast are where the fashion trends start. I don’t get too far out there. This is Arkansas. I try to keep things modest.”
Christian was formerly in real estate management and development. She worked for a Fortune 500 company.
“This has been a dream of mine ever since I was a little girl. Clothes and fashion have always been a dream of mine, and I’ve always wanted to work for myself. I didn’t want to be tied to a corporate job,” she said.
In planning the business, she said, “We wanted to make sure we added diversity, that it was something that was a destination. We tried to think if we were investors, what would we want to invest in.”
She added some extras to the store in an effort to provide more diversity. Birthday party packages are available, and the package offerings will be expanded in early 2010, she said. The store will add a theater room that will enable Christian to offer birthday parties for boys as well as for girls.
“We also have the glitter spa. It’s a neat attraction that moms can use as a reward,” Christian said.
At the glitter spa, girls can mix their own bubbles, lotion, and lip gloss using glitter and different colors.
So far, the store has been well-received, Christian said.
“I have repeat clientele that are looking for more casual sportswear. I think they like the diversity. They can come and find the cute everyday things. They’re not really specialty items, but it does have a twist.”
She also recently began offering room décor items, she noted.
As for what is popular in fashion for her target age groups, Christian said, “As far as denim, you’re seeing a lot of 80s influence. The ruching, the zippers, the laces. Dark denim is in. Embellishments on the pockets.”
Also popular are plaid, tie dye, and burnout fabrics, she said.
She continued, “Regular customers really like brands that have pieces that can extend into the next season because of the colors. They kind of carry those colors over so you can extend the life of their clothing. Fortunately, right now layering is in, so layering helps moms do that.”
Christian is planning to add more lines in the spring, and she is hopeful that in the spring or summer, customers will start seeing some of In b-Tween’s own designs, she said.
“I love kids,” she concluded. “I try to keep it laid back so they can enjoy their shopping experience.”