Still Standing, Still Dreaming
The Story Behind Our Pivot—and the Power of Starting Again
Let me be honest with you:
This post isn’t just an update. It’s a confession, a love letter, and a soft relaunch all in one.
Because a lot has changed.
And while I’ve tried to hold it all together behind the scenes, I think it’s finally time to open up about what’s really been happening—and where we’re going next.
If you’ve ever been in a transition, felt like the dream wasn’t matching reality, or wondered if you were still on the right path… this one’s for you.
From “Big Vision” to Small Space
When I first opened my boutique, I dreamed of something bold and beautiful—a stylish, Instagram-worthy space where people could shop with their best friends and actually feel included.
Not separated by size. Not overwhelmed by judgment. Just empowered.
I never had that growing up.
As someone who didn’t fit the traditional “boutique aesthetic,” I was often left on the outside looking in. When I was shopping for prom in New York, I went into Saks with my aunts—ready to buy the dress of my dreams—and still felt like I didn’t belong. Like I couldn’t touch anything. Like I wasn’t allowed to exist in that space.
Even though my mom and aunts raised me with love and support, the world often treated me like I wasn’t worthy of beauty.
That moment stayed with me.
I promised myself that if I ever built something of my own, no one would feel that way in my space.
And for a while, it felt like I was doing just that—until I had to pivot.
Due to rising tariffs and the ongoing shifts in the retail landscape, I had to downsize—fast. The boutique I had poured my heart into suddenly had to move into a much smaller space. And if I’m honest, it didn’t feel like a pivot. It felt like panic.
When Everything Feels Like a Setback
I cried.
I questioned everything.
Would people still take the brand seriously?
Would they still come? Would I still believe in myself in a space that didn’t feel ready yet?
We didn’t have a plan. We were in the middle of Fashion Week. We were exhausted. And I felt like this was ten steps back when all I wanted was one big step forward.
And yet, here I am—still standing. Still dreaming.
Fashion as Armor (And Why I Lost Myself Without It)
What I realized in all of this is how deeply tied my mental health is to my self-expression.
Working more from home, not getting dressed, not creating—those shifts pulled me away from the part of myself that fashion helps me hold onto.
I’ve been living in survival mode, not style mode.
And that’s not who I am.
Fashion isn’t just what I do. It’s how I heal. It’s my creative outlet, my confidence booster, and the way I show up for the people I serve. When I’m styled and centered, I feel unstoppable. And I want that for you too.
A Different Kind of Dream
This moment has made me redefine what success means.
It used to mean a bigger boutique, packed racks, designer vibes.
Now? It means something more intimate. More impactful. More intentional.
I want to build something deeper—a fashion experience where people feel seen, styled, and celebrated. Not rushed. Not judged. Not left out.
Whether you’re an entrepreneur, a tea-sipping introvert, a creative, or someone rediscovering themselves after a hard season, I’m creating a space for you. For us.
That’s what this next chapter is about. And while I’m not ready to share everything yet, just know: the world I’m building is about more than clothes. It’s about confidence, community, and unapologetic expression.
The Truth Behind the Brand
Behind every curated rack and perfectly lit photo is:
Weeks of research, mood boards, sourcing, and storytelling
Over 40–60 hours spent on just one handmade garment
Long nights, hard choices, and a small team (yes, I’m not alone) making it all happen
And yes—I work another job.
So does my team.
We’re building this business with everything we’ve got, one piece, one client, one dream at a time.
And while I may not always shout it, I want you to know—I’m working on this dream for you. For every person who walks into the space and feels something shift. For every person who’s ready to dress like they’re already living the life they want.
And yes—me, designing, styling, dreaming, and rebuilding this vision in real time
So What Now?
You’re here. You’ve read this far. And that means the world to me.
As I quietly work behind the scenes to evolve the brand into its next chapter, I want to give you a little silver lining:
To make space for what’s coming, we’re saying goodbye to some incredible styles that won’t be making it into the new era.
Which means:
👉🏽 Our Warehouse Sale is officially live—online and in-store. Now through August 9th.
Every piece is hand-picked, full of personality, and ready to step into your story.
This isn’t just about making room.
It’s about giving these bold pieces a beautiful sendoff—with you.
With fire and lace,
Rachel Marie Hurst
Creative Director + Founder