Madison Avenue Boutique | Fashion Boutiques
When Madison Schmidtlein sensed a gap in Topeka’s women’s clothing market, she did what entrepreneurs do best: she filled it.
Now approaching its fourth anniversary, Madison Avenue Boutique is Brookwood Shopping Center’s destination for trendy but timeless clothes. The boutique is located across the corridor from Linen Tree & Co., a home décor and gift shop owned by Madison’s mother Kelly Schuster.
Kelly’s business success was one of several reasons why Madison was excited to enter the retail trade. Growing up in a family of entrepreneurs, including not just her mom but also her brother Kyle, a self-employed real estate agent, she saw firsthand the dedication and hard work it takes to run a small business.
“I would have never known where to begin the process of opening my own business if it wasn’t for my mom’s help,” said Madison, who launched the store in June of 2021. “I have always had a passion for clothing and fashion in general, and I noticed a gap in the women’s clothing world in Topeka. I wanted to bring something fresh and authentic to the community. Having a shop where people can find unique, high-quality pieces brings me so much joy.”
She’s already learned a lot from the experience of running her own business, she adds.
“A big piece of advice is to build relationships with customers,” Madison said. “Another I remind myself of often is to keep showing up. It doesn’t have to be flawless. Whether it’s your branding, Instagram or in-store displays, what matters is that you keep showing up and improving little by little.”
What really makes Madison Avenue Boutique special, she says, is her attention to detail. She and her mother handpick each clothing item to create the shop’s signature aesthetic: chic, versatile and effortlessly stylish.
“I only carry pieces I would want in my own closet,” Madison said. “That’s always my guiding principle when selecting inventory. I grew up wanting to be a fashion model. Fashion in general has always interested me. I enjoy seeing how the trends change so often and how stuff comes back into style. There will be things I order and I’ll have customers say, ‘That looks like something I wore when I was younger.’ I think that’s really cool how style comes back around.”
Her inventory includes more than just clothing: fashion accessories, candles and other gift items are also part of the boutique’s offerings, making it a one-stop shop for customers seeking stylish outfits and thoughtful gifts.
“We love to help customers find pieces that reflect their unique tastes, and we’re always happy to offer styling advice if they ask,” Madison said. “Our goal is for everyone to leave feeling confident and excited about their purchase.”
For Madison, it’s also about offering her customers fashionable, high-quality pieces at accessible price points. She tries to give customers the best value for their money by sourcing from trusted companies that offer well-made products at reasonable wholesale prices, and says balancing the latest trends with affordability has been the key to her boutique’s success.
“I was right out of college when I decided to open my boutique,” Madison said. “One of my biggest concerns was, ‘Are people going to want to pay boutique prices?’ I keep that in mind with every item I bring into the store.”
She recently launched an e-commerce site where customers can browse and purchase items from home.
“We offer both shipping and pickup options to make shopping as easy as possible,” Madison said. “It’s been great to see more customers take advantage of it.”
Of course, keeping up with ever-shifting fashion trends remains an ongoing task.
“One of the biggest challenges we’ve faced is making sure we stay ahead of the changing fashion trends while still keeping our boutique’s uniqueness intact,” Madison said. “But that’s also part of what makes this industry exciting.”
The workload involved in running a store definitely surprised her at first, she says.
“There is more to it than just picking out cute clothes for my shop,” Madison said. “There’s a lot of dealing with random little issues, such as problems with deliveries or inventory mix-ups. A huge one is the unpredictability of foot traffic. Some days the shop can be packed with customers, but other days we may just have one or two.”
Despite the challenges, her business has already expanded into a team of four part-time employees. It has also doubled in size, providing a larger inventory and a more spacious shopping experience.Beyond selling clothing, Madison Avenue Boutique is committed to being an active part of the Topeka community.
“Being involved in the community is incredibly important to us,” said Madison, when asked about giving back. “We’ve partnered with the Topeka Country Club for ladies’ night out events, worked with Couture for Cancer and collaborated with many other local nonprofits.”
To keep Topeka trendy, Madison has a close eye on the latest fashion trends, drawing inspiration from influencers, fashion weeks and customer feedback.
“We’re especially excited about the return of bold colors, statement pieces and versatile styles that blend comfort with fashion,” she said. “Spring and summer are my favorite seasons to shop for.”
To ensure the boutique stays on top of what’s trending, Madison attends a market in Dallas at least twice a year, where she carefully curates the latest styles she feels will resonate with her customers. She frequently shops online wholesale sites to find more unique pieces.
Looking ahead, Madison Avenue Boutique hopes to expand its customer base while enhancing its in-store and online experiences.
“We want to keep bringing new customers into our location at the Brookwood Shopping Center and expand our online presence,” Madison said. “We’re excited about our newly developed website and hope it provides an easy and enjoyable shopping experience for our customers.”
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