Distinctive Style | Boutique Shel
Photos by Sammie Robinson
Shelby Revelle | Owner
When the pandemic arrived in the spring of 2020, Shelby Revelle began assessing whether to continue her fundraising career with nonprofits or put her business management degree to work launching a business of her own.
She took to TikTok, posting videos and observations and quickly amassing 50,000 followers, mostly other young mothers with small children like herself.
“I really got into it and loved connecting with these amazing, encouraging moms,” said Revelle. “The experience made me realize I wanted to open an online boutique.”
The same day the idea struck her, Revelle created a logo and then launched her business, Boutique Shel, just a month later in September 2020. Promoting the site on TikTok and Facebook, Revelle shipped merchandise to individuals in 25 states during her first three months.
“Everyone was working or stuck at home when I launched so it was challenging to sell them on the idea that they needed new clothes when there was nowhere to go, and now it’s challenging to reach them because they’re never home,” said Revelle, laughing. “This business is about constant reinvention.”
A discerning sale shopper, Revelle said that before opening her boutique she loved scoring name brands at T.J. Maxx and Dillard’s and was generous in spreading the word to friends about good deals and coupons.
“I’m well-known for finding a bargain and now I’m recognized for selling affordable soft stuff, those cute, comfy clothes you can’t wait to pull out of the closet when the seasons change,” said Revelle.
Most of the boutique’s apparel, accessories, footwear, hats and bralettes are priced under $50 and range from size small to 3XL.
“Every vendor is different, so sizes vary depending on which one a customer selects,” she said. “I’m really good at finding the right sizes for the right fit so customers can feel confident.”
Selling not just clothes but confidence is Revelle’s mission.
“I’ve had times when I’ve felt like I looked good and times when I didn’t and I’ve had days when I spent too much time worrying about what other people thought about my appearance or my choices,” said Revelle. “But even on those days when I didn’t feel as confident as I would have liked, I realized that if I put on makeup and clothes that made me feel cute, I stopped thinking about other people and just lived my life.”
Revelle and her family lived in a smaller home quickly overrun with merchandise until they moved a year ago to a larger residence and renovated the backyard shed to accommodate the needs of their expanding business.
“The shed allows me to host sip and shop events some weekends and I can schedule private appointments for customers who want to use the dressing room to try things on before buying,” said Revelle. “It’s great for accommodating people who have last- minute invitations or want to find that perfect dress for family photos or even a date night.”
Revelle mostly sources merchandise online or through Las Vegas fashion market vendors, but she also uses local companies for graphic tees and other items.
“I made some mistakes early on like buying summer inventory when other people were selling items on clearance and I had to eat the cost of things that turned out to be poor quality,” she said. “I’ve learned to stick with what I like and think my customers will buy, and not get obsessed with comparing my inventory with what other boutiques are offering.”
Having worked in previous fundraising jobs that required evening hours and weekend work, Revelle said, “I still work every day, but I can choose my schedule and give more of myself to my family.”
Her advice for anyone wanting to pursue an entrepreneurial aspiration is to research the market, seek out small business loans and grants, and view YouTube videos.
“No one will ever be you,” said Revelle. “Don’t compare yourself to others, learn from your mistakes, and put the work behind it. It’s worth it.”
