Mixing Fashion With Business
By CHRIS MARSHALL | Photos by JENNIFER GOETZ
Every co-owner of The Mix has put their career on the backburner at some point to prioritize their families. Now that their children are either in school or graduated, these three female entrepreneurs are doing something for themselves — and other women like them — in the Topeka area.
Each of them brings something different to the table, but there’s one thing they have in common: none of them had ever owned a business until now.
That changed in August 2023 when The Mix opened its doors at 921 S. Kansas Ave.
Since then, Danielle Byers, Jennifer Foster and Loni Foster have had their share of eye-opening lessons. But the trio feels more confident than ever that their venture is poised to take off.
“We’ve gotten lots of positive feedback,” Jennifer said. “Everyone’s very excited we decided to do this. They always say the same thing: ‘People really needed this.’ They’re excited for us, and they enjoy visiting the shop.”
Selling a variety of tops, bottoms, dresses and accessories for a range of sizes, tastes and price points, the mission of The Mix “is for you to find something that makes you feel confident and chic.” In addition to fashion accessories like jewelry and sunglasses, the store also carries a selection of home goods and gifts such as barware, candles and drink mixes.
“I like to say Topeka is a little big town,” Danielle said. “I’ve always loved fashion and the idea of bringing something like this to Topeka. It’s been talked about and needed. It sounded like a great opportunity and we all just wanted to jump on it.”
Danielle, Jennifer and Loni brainstormed a list of 50 potential names for their business before whittling it down to one, The Mix. The name embodies the owners’ individual styles and the diverse offerings they envisioned for the store.
“It wasn’t something we had in the works for a long time. It all just came together,” Jennifer said. “Our first meeting was January or February of 2023. We figured out our business plan and went to market that June, then opened the doors the first of August. It all moved kind of a fast once we all were like, ‘Yes, yes, yes.’”
AN IMMERSIVE EXPERIENCE
Stepping into The Mix is an immersive experience. Clothing racks overflow with a meticulously chosen selection of timeless pieces and bolder, fashion-forward statements. The group has traveled to fashion events in cities like Dallas and Atlanta, making trips about twice a year to shop the latest apparel and restock the store with the latest trends.
According to The Mix’s owners, the upcoming autumn season will be all about grounding earth tones. Hunter green, in particular, has the potential to become the season’s big color trend. Deep olive and other shades of green will also be in vogue this fall, along with all things denim and the return of leopard (“the print we all love to hate”).
It’s often said fashion returns in cycles, and The Mix’s owners anticipate that the elegant style trends of the 1950s and 1960s are poised for a comeback. They say autumn 2024 will be the season of retro glam, and while two-piece sets and suits are here to stay, the look will shift from boxy, oversized silhouettes to more hourglass shapes.
“We all have different things we like,” Loni said. “But I do feel like we all collaborate on it together. And we really try to think about who our customer is, and if they would like it. And, you know, always keep the price in mind. We really do put a lot of thought into everything we pick.”
LOCAL MATTERS
The store’s owners wanted to give the community more than clothing and home décor, which were long overdue. They also wanted to support locally made products and collaborate with local vendors. On “give back” days, a percentage of sales are donated to a local organization. Auction items have been provided for fundraising efforts around Topeka, from school functions to Couture for Cancer events.
The Mix has also brought items to local pop-up events at Topeka Country Club and a business fair for women-owned businesses. The owners will attend the Rise & Thrive Conference from August 16 to 17 in Topeka, an event tailored to women looking to take their life and business to the next level. Eventually, the plan is to host events and vendor pop-ups, including private after-hours shopping experiences and charity nights to give back to local causes.
The Mix chose their location on Kansas Avenue to help revitalization efforts in downtown Topeka. The surrounding neighborhood has become a hub for dining and socializing on evenings and weekends, a massive shift for an area that was previously a ghost town after 5 p.m.
“This was a great space because it already had great bones and was a boutique before,” Jennifer said. “It makes sense for us to be here and try to help do our part to grow the downtown area, along with everything else that’s going on.”
Despite downtown Topeka’s growth, The Mix is one of only a few new retail options. This has spurred some growing pains for the store’s owners as they work to promote awareness and keep their store top of mind for shoppers.
“People like to stay on the west side,” Jennifer said. “So, getting people to come downtown is difficult, but not unattainable.”
“We get a lot of business during the day over lunch breaks or before people go home, around 4 to 6 p.m.,” Danielle added. “The people who do stop in are very complimentary and say how cute our store is, but the hardest part is just figuring out more ways to let people know we’re here and we’re available.”
The store welcomes groups for private events, offering after-hours shopping experiences where guests can sip and shop and take advantage of special discounts. Their biggest event yet is currently in the works: a one-year anniversary celebration on August 9, with exclusive discounts, giveaways and more.
Event planning and other marketing responsibilities fall entirely on the three owners.
“We are the ones doing all the things,” Jennifer said. “We don’t have office staff, it’s just us. So, we have to do accounting and everything it takes to keep a business running, and on top of that, we’re working.”
“And yet it works out,” Danielle added. “We all have a similar interest in the business and bring our area, our little part to the puzzle. Having different backgrounds is what helps it run smoothly. We can delegate and help each other out.”
LOOKING INTO THE FUTURE
Looking ahead, the future of The Mix is bright. Between Instagram and Facebook, the business has over 3,000 followers on social media, and a recently revamped website (www.themixtopeka.com) promises to expand the store’s reach.
The goal now is to stay ahead of the growing demand and ensure there’s always something in stock that appeals to everyone who enters.
“I think we do a good job of keeping a wide range and variety available,” said Danielle. “Fashion isn’t one-sided. It’s the ultimate unspoken language. We strive to have something that meets everyone’s style.”
TK
