{"id":40516,"date":"2025-03-24T07:23:30","date_gmt":"2025-03-24T11:23:30","guid":{"rendered":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/?p=40516"},"modified":"2025-03-24T07:23:30","modified_gmt":"2025-03-24T11:23:30","slug":"the-owner-of-frivolous-boutique-faces-the-challenges-of-a-changing-retail-landscape","status":"publish","type":"post","link":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2025\/03\/the-owner-of-frivolous-boutique-faces-the-challenges-of-a-changing-retail-landscape\/","title":{"rendered":"The Owner Of Frivolous Boutique Faces The Challenges Of A Changing Retail Landscape"},"content":{"rendered":"
\"\"
Beth Jameson, owner of Frivolous Boutique in Saratoga, celebrates 20 years in business.
Saratoga Business Journal<\/figcaption><\/figure>\n

By Susan Elise Campbell<\/p>\n

Frivolous Boutique owner Beth Jameson has proven that when it comes to shopping along Broadway in Saratoga, girls do just want to have fun.<\/p>\n

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.\u00a0<\/span><\/p>\n

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.\u00a0<\/span><\/p>\n

So many years later, Jameson remains true to her concept that often the best reason to buy something is \u201cbecause it makes you happy.\u201d<\/p>\n

\u201cThe name \u2018Frivolous\u2019 can be defined as reflecting something you might want, but don\u2019t need,\u201d she said. \u201cIt may not be an impulse purchase, but one you have to have and feel good about.\u201d<\/p>\n

The boutique is designed so shoppers discover new and interesting items as they move through the space, she said.<\/p>\n

\u201cIt has evolved to be more eclectic,\u201d she said. \u201cThere are clothing items here, random items there, such as candles and dog gifts,\u201d as well as jewelry, scarves, handbags, and other accessories.<\/p>\n

<\/span><\/span><\/b><\/span><\/span>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.<\/p>\n

\u201cThey have to grab it before they leave because they can\u2019t come back,\u201d she said. \u201cBut that\u2019s our goal, for people to enjoy coming in, seeing something they like, and know they have to have it.\u201d<\/p>\n

Jameson said her number one challenge is what small retail businesses like hers have to do to compete.\u00a0<\/span><\/p>\n

\u201cThe whole industry has changed because of the internet,\u201d she said. \u201cAnd not a little bit, but dramatically.\u201d<\/p>\n

\u201cWhen I started out, items weren\u2019t available online as they are now,\u201d she said. \u201cYour shop would carry certain lines and products and people would have to come to you to buy them.\u201d<\/p>\n

Then manufactures began making products similar to the brand names and selling them at a\u00a0 <\/span>discount through large department or retail stores. Boutique lines were going into the mainstream, she said, and it wasn\u2019t long before shoppers could get just about anything online.<\/p>\n

Today it\u2019s artificial intelligence at odds with the small retail shop.<\/p>\n

\u201cWith 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,\u201d she said. \u201cYou don\u2019t even have to have the name brand anymore.\u201d<\/p>\n

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.<\/p>\n

\u201cWe are trying to promote a shopping experience with different and unique items,\u201d said Jameson. \u201cWe have mothers visiting with daughters, and women looking for bridal, proms, parties, galas and other occasions.\u201d\u00a0<\/span><\/p>\n

\u201cAnd now, people are streaming into Saratoga for fashion, and we have to promote that,\u201d she said. \u201cWhat we retailers here on Broadway are trying now is private labeling, partnering with manufacturers to have items made for us that you can\u2019t get anywhere else.\u201d<\/p>\n

Some production runs are too long for a boutique business, and \u201cyou don\u2019t want to carry too many of the same thing,\u201d she said.\u00a0<\/span><\/p>\n

\u201cNo woman wants to see themself coming in the same dress at a party,\u201d she said. \u201cSmall runs are a bit of a challenge, but it\u2019s doable.\u201d<\/p>\n

Jameson said that as shoppers visit boutiques around Saratoga, they will be seeing more labels with that boutique\u2019s name on them.<\/p>\n

\u201cPrivate labeling increases cost initially because of the added labor, but in the long run should help build the brand and compete with the internet,\u201d she said.<\/p>\n

A second challenge for Jameson is staffing. There is no longer \u201can abundance of people to work as there was 20 years ago,\u201d she said.<\/p>\n

\u201cRetail is tough,\u201d she said. \u201cI am competing with all the restaurants and bars downtown where they can work for a lot more money with tips.\u201d<\/p>\n

She addresses the problem with creative recruiting.<\/p>\n

\u201cI am finding people who are retired and love retirement, but want to do something to stay involved,\u201d Jameson said. \u201cOr people with flexibility to work four-hour shifts a couple days a week.\u201d<\/p>\n

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.<\/p>\n

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.<\/p>\n

\u201cThe good part about aging is you want to laugh more and you don\u2019t worry about the things you used to worry about, and that\u2019s what the store is about,\u201d she said. \u201cWe like for people to have fun.\u201d<\/p>\n

Watch for news how Beth Jameson will celebrate 20 years with Frivolous Boutique in June. Then shop hats and fascinators for the races.<\/p>\n","protected":false},"excerpt":{"rendered":"

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.\u00a0 Most of […]<\/p>\n","protected":false},"author":89,"featured_media":40517,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[],"class_list":["post-40516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-women-in-business"],"yoast_head":"\r\nThe Owner Of Frivolous Boutique Faces The Challenges Of A Changing Retail Landscape - Saratoga Business Journal<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2025\/03\/the-owner-of-frivolous-boutique-faces-the-challenges-of-a-changing-retail-landscape\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"The Owner Of Frivolous Boutique Faces The Challenges Of A Changing Retail Landscape - Saratoga Business Journal\" \/>\r\n<meta property=\"og:description\" content=\"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. 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