Saratoga Business Journal
By Susan Elise Campbell
Frivolous Boutique owner Beth Jameson has proven that when it comes to shopping along Broadway in Saratoga, girls do just want to have fun.
On June 1st, Jameson marks 20 years of successfully navigating the challenges of a sole proprietor of a retail shop in a changing local economy.
Most of her tenure has been right on 385 Broadway, which she and Thomas Newkirk purchased jointly at auction in 2012. Newkirk developed the 20,000 square foot building. Jameson moved Frivolous Boutique into the storefront.
So many years later, Jameson remains true to her concept that often the best reason to buy something is “because it makes you happy.”
“The name ‘Frivolous’ can be defined as reflecting something you might want, but don’t need,” she said. “It may not be an impulse purchase, but one you have to have and feel good about.”
The boutique is designed so shoppers discover new and interesting items as they move through the space, she said.
“It has evolved to be more eclectic,” she said. “There are clothing items here, random items there, such as candles and dog gifts,” as well as jewelry, scarves, handbags, and other accessories.
Having a healthy tourist season and the recently expanded racing season has floated all shops on Broadway with an increase in visitors. Vacationers tend to make purchase decisions rather quickly, Jameson said.
“They have to grab it before they leave because they can’t come back,” she said. “But that’s our goal, for people to enjoy coming in, seeing something they like, and know they have to have it.”
Jameson said her number one challenge is what small retail businesses like hers have to do to compete.
“The whole industry has changed because of the internet,” she said. “And not a little bit, but dramatically.”
“When I started out, items weren’t available online as they are now,” she said. “Your shop would carry certain lines and products and people would have to come to you to buy them.”
Then manufactures began making products similar to the brand names and selling them at a discount through large department or retail stores. Boutique lines were going into the mainstream, she said, and it wasn’t long before shoppers could get just about anything online.
Today it’s artificial intelligence at odds with the small retail shop.
“With AI you can come in, take a picture of some clothing, try it on, get the size, and the app will give you 10 different places to find something that looks just like it, but costs less,” she said. “You don’t even have to have the name brand anymore.”
Jameson said online shopping will always be cheaper because there is no brick and mortar to maintain or rent to pay. The trade-offs are the impressions and emotions present when a client shops in person.
“We are trying to promote a shopping experience with different and unique items,” said Jameson. “We have mothers visiting with daughters, and women looking for bridal, proms, parties, galas and other occasions.”
“And now, people are streaming into Saratoga for fashion, and we have to promote that,” she said. “What we retailers here on Broadway are trying now is private labeling, partnering with manufacturers to have items made for us that you can’t get anywhere else.”
Some production runs are too long for a boutique business, and “you don’t want to carry too many of the same thing,” she said.
“No woman wants to see themself coming in the same dress at a party,” she said. “Small runs are a bit of a challenge, but it’s doable.”
Jameson said that as shoppers visit boutiques around Saratoga, they will be seeing more labels with that boutique’s name on them.
“Private labeling increases cost initially because of the added labor, but in the long run should help build the brand and compete with the internet,” she said.
A second challenge for Jameson is staffing. There is no longer “an abundance of people to work as there was 20 years ago,” she said.
“Retail is tough,” she said. “I am competing with all the restaurants and bars downtown where they can work for a lot more money with tips.”
She addresses the problem with creative recruiting.
“I am finding people who are retired and love retirement, but want to do something to stay involved,” Jameson said. “Or people with flexibility to work four-hour shifts a couple days a week.”
Jameson has created an environment that is playful and pet friendly. An animal lover, her own adopted cocker spaniel is on site about every other day, and clients often bring in their own pets. She owns several thoroughbreds, inherited from her father. One is living at Therapeutic Horses of Saratoga (THS), a nonprofit horse sanctuary promoting mental health through horse and human connection.
Frivolous Boutique has both canine and equine inspired items and accessories, including an exclusive beaded bracelet she designed with a horseshoe charm. She donates all proceeds from this bracelet to THS and the wholesaler donates another $2 for each sold.
“The good part about aging is you want to laugh more and you don’t worry about the things you used to worry about, and that’s what the store is about,” she said. “We like for people to have fun.”
Watch for news how Beth Jameson will celebrate 20 years with Frivolous Boutique in June. Then shop hats and fascinators for the races.