[EDITOR'S NOTE — Each week, this feature section, “Movers and Makers,” will feature the stories of the movers, launchers, entrepreneurs and makers who contribute to the vitality of the Mahoning Valley. This section is supported by our first community partner, Farmers National Bank.]
BOARDMAN — After gaining success as an online-only boutique during the COVID-19 pandemic, The Beauty Boutique opened its storefront in August.
Sisters-in-law Nicci Farris, hairstylist and eyelash technician; and Kelli Catullo, self-described fashion lover, began selling women’s clothing and accessories on Facebook Live in November 2020 out of Nicci’s home. The duo thrived from the beginning and sold out their inventory during their first Facebook Live.
Since then, The Beauty Boutique has grown to have more than 6,500 followers on Facebook and has served more than 2,000 customers.
“[Our grand opening] was incredible, we had a lot of family and friends and customers come out and support us, so it was amazing,” Kelli said.
Nicci said the idea for The Beauty Boutique was born out of wanting to find a creative and lucrative outlet while her job as a hairdresser was “shut down” during the COVID-19 pandemic.
“We wanted to start something online,” Nicci said. “I was completely freaking out and I was free because I had nothing else to do, so the two of us sat together and talked. [At first we] did something super small and then it kept growing little-by-little and just never stopped.”
The Beauty Boutique, 4845 Market St., carries women’s clothing in sizes XS to 3X and specializes in “fashion-forward small batch pieces.”
“We don’t like to do a lot of restocks. Once our products have sold out we like to move on and get some new pieces in our store,” Kelli said.
“It moves really quick,” Nicci added. “[Items are] first come, first served. … Every once in a while we do a restock when people are really begging, but usually not on our higher-end items. We try to keep those a little bit more special or something that’s more unique, so people aren’t walking around town in the same thing.”
Nicci told Mahoning Matters that The Beauty Boutique aims to carry “casual chic” items that customers can dress up or dress down.“Items that you can put on a pair of tennis shoes with or a pair of heels or different pieces of jewelry, to kind of get a lot of versatile outfits and a lot of use for them. So it’s not like a one-and-done. We try to show different ways to style things,” Nicci said.
“We really just like to give women style at an affordable price,” Kelli added.
While their rapid online growth encouraged Nicci and Kelli to open a storefront, The Beauty Boutique still continues to grow as an online brand and hosts a Facebook Live once a month.
Kelli said customers can shop online through their Facebook group, The Beauty Boutique, or on their app, "The Beauty Boutique Clothing," which is available in the Apple and Google Play app stores.
The Beauty Boutique is open Fridays 10 a.m. to 1 p.m. and Saturdays 9 a.m to 2 p.m.