There are thousands of boutiques across the nation, and many are barely hanging on. So says Jennifer McRay of Kismet, a woman’s clothing and accessories store in downtown Los Gatos. She is one of the 8,000 boutique owners nationwide, largely owned by women, who belong to the Boutique Hub, billed as the world’s largest boutique industry community.
In 2020, the Boutique Hub organized an event called “Pink Friday” to highlight the benefits of shopping local and small. For example, you really can’t do a bra fitting online, which is why Romantiques, in business in Los Gatos since 1994, has become such an indispensable foundation for undergarments.
McRay points out that between the challenges of the COVID-19 pandemic and the ongoing consumer shift to e-shopping, small boutiques are really struggling.
“Many are quiet-closing,” she says, meaning they are silently closing up shop, unable to compete against large e-commerce platforms like Etsy and eBay or the megaliths like Amazon. “I know shoppers are comparing prices on their phones when they come into my store, and I welcome it. We intentionally keep our prices low, and we offer a hard-to-beat selection and value. And we gift wrap.”
