Apricot Lane Boutique | Fashion Boutiques
Apricot Lane Boutique’s owner and founder Michelle Gormley didn’t start off in fashion. After 20 years in corporate finance, she was ready to take her love of style and create a space in Topeka where women could shop in a relaxed, enjoyable setting and build a wardrobe that makes them feel more confident.
“I wanted to create a space where women could walk in and feel comfortable, no matter their style or background,” Michelle said.
In October 2024, she took a leap of faith and opened Apricot Lane Boutique at 2727 S.W. Wanamaker Road. The boutique is independently owned but operates as part of a larger franchise, which Michelle says gives her the structure and support of a national brand while letting her bring her own vision to life.
This balance of franchise structure and independent ownership is something she’s embraced, using the brand’s resources to support her operations and marketing while shaping the store’s identity to appeal to local customers.
Michelle says hospitality is what makes Apricot Lane a special place to shop. She and her team focus on customer service, ensuring every person who walks through the door feels welcome.
As an example, Michelle shared a story about how one time after thestore had closed for the day, they heard someone trying to open the door.
“Instead of turning the customer away, we invited them inside and let them take their time shopping,” Michelle said, adding that making people feel appreciated and valued is the kind of experience she wants every customer to have.
Apricot Lane carries a mix of trendy and timeless pieces, carefully chosen to suit a variety of body types, ages and personal styles. Michelle says she and her team stay on top of trends by attending fashion markets and listening to customer feedback about what they love.
Since every store in the Apricot Lane franchise can choose its own inventory, Michelle hand-selects each item rather than stocking mass-produced fashion. Limited quantities also ensure shoppers won’t see everyone else in town wearing the same outfit, she says.
The store is designed to be easy to browse, with displays that make it simple to put together outfits or find the perfect accessory. Michelle says that she and her employees are always available to offer styling tips, help pick out pieces for special occasions or chat about the latest trends.
For her, it’s about feeling good in what you wear and enjoying the experience of finding something new. She and her team work hard to make sure everyone who shops at Apricot Lane walks away with a newfound sense of confidence.
“At the end of the day, great clothes will bring them into the store, but an unforgettable experience will keep them coming back,” Michelle said.
Michelle says the Topeka community’s support has been overwhelming. Being locally owned has helped her boutique build strong ties with the city’s residents. Many customers have become regulars, she adds, returning not just for the clothing but for the friendly atmosphere and relationships they’ve built with the Apricot Lane team. She’s seen new friendships sprout from the interactions between her staff and customers, as well as from their collaborations with other local businesses.
“The Apricot Lane motto, and what made me fall in love with the franchise, is ‘An Eye for Fashion and a Heart for Community,’” Michelle said. “We love making a difference whether that be through giving women confidence in what they wear or by giving back to charitable causes.”
She and her team actively participate in local events and partnerships, including their membership with the Greater Topeka Chamber of Commerce. One of their most meaningful initiatives was a “shop and donate” event with the YWCA, with the proceeds going to women escaping domestic violence and human trafficking.
They also sell handmade bracelets made by survivors of human trafficking on behalf of the company Noble Venture, a woman-owned wholesale brand that works with nonprofits to spread awareness and provide jobs and other forms of support to survivors around the world.
“The survivors are the ones making the bracelets and it’s very fulfilling to be able to support causes like that,” Michelle said. “It might sound cheesy, but it’s true. When you choose to take the risk of starting a business, I really believe there has to be some heart behind it. Giving back and helping others is my ‘why.’”
Her boutique has an active social media presence, posting about upcoming events, styling ideas and the latest arrivals on Instagram and Facebook. They even offer live shopping sessions where people can claim items in real time, which Michelle says has been a great way to connect with customers while giving them a way to browse Apricot Lane’s inventory from the comfort of their homes.
She adds that the store’s seasonal collections will continue to offer trendy, wearable pieces, but she’s exploring opportunities to offer exclusive items that aren’t available anywhere else. She also plans to host more events, from styling workshops to collaborations with local brands.
Michelle says that ultimately, her goal is to keep evolving her business while staying true to what makes Apricot Lane special: a focus on community, quality and a shopping experience that goes beyond just picking out clothes
“My favorite thing I’ve experienced so far is having customers try something on and say ‘Oh yeah, this is coming home with me!’” Michelle said. “Knowing that I’m sourcing the right pieces for my customers is so rewarding and it puts a smile on my face to see them happy.”
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