“Fashion fades, only style remains the same.”—Coco Chanel
Wandini Riggins, owner of Profyle Boutique, operates under that motto.
Clientele are able to peruse through the store and purchase exclusive, sensible yet stylish clothing options Riggins personally selects.
When shopping at Profyle, women aren’t merely dressing themselves, but draping their frames with care and love. Profyle Boutique is carefully stocked with items Riggins strongly believes enhances both the outer beauty and inner beauty.
No matter a woman’s budget, her goal is to make women feel beautiful.
The Indianapolis Recorder spoke with Riggins and discussed her approach to clothing, the store’s blossoming popularity and considerable growth since opening.
Indianapolis Recorder: By day you are an attorney. Why did you decide to open a clothing boutique?
Riggins: Fashion has always been the way I creatively express myself. I also appreciate the way fashion can make women feel about themselves. It was about marrying those two.
I always wanted to be an entrepreneur and fashion was the logical first step.
I also have a great team who helps me run the store. I’ve got a manager and employees and I work on Sundays. It’s a juggling act like for many women, but it works.
What did it take to open the doors of Profyle Boutique?
It took a lot of support from family and friends. It took a lot of research and business plan writing. It took a lot of demographic research and working with a consultant.
I wanted to have a great understanding of retail challenges in the Midwest; of the business cycles of a boutique so we could anticipate what our challenges would be; and to talk to people who had done it before successfully and unsuccessfully.
What did you learn throughout that research process?
I learned that retail is a challenging undertaking. I knew that intellectually, but if you love it, you weather what comes. I’ve met people who were in it first for the money and there were people who were in it for the love of whatever their venture was. The people who were in it for the love said hard days will come, but you weather those because there’s nothing you’d rather do. Those who did it for the money, some were successful, but money is not enough when the challenging times come.
If you do it for the love, it feels like money in the bank. That’s how I feel.
The clothing in Profyle is purchased strategically. Tell me more about your buying approach.
Because of the proximity to the Fashion Mall at Keystone, my focus is on bringing in brands that aren’t available locally. I like finding Australian designers, British designers and brands, so that people can feel we brought the world to their fingertips in Indianapolis.
With that said, we do carry several brands that are known, like Joe’s Jeans, which I think is so figure friendly for women. It was one I had to make an exception for because I think it’s important for our brand.
What exactly is the Profyle brand?
It’s about classic silhouettes and garments that could be worn 10, 15 years from now. We really try to be on trend, but not trendy. Which is why I think we have clients who are teenagers and college students and we have clients who are female executives. I buy pieces that have versatility.
With so many retail options, and cheap options that look good, are women investing in their clothing?
We see ladies come in and they don’t refrain from treating themselves, especially when they feel they are getting something they can see themselves wearing to work, on a girl’s night out or wearing to a wedding.
Initially when I was trying to carve out what my lane would be, I would focus mostly on price point. I decided to reevaluate that approach and focus on the versatility and the value. Yes, sometimes there is a $1,000 coat in here and there’s someone who purchases it. Other times, we have a $60 pencil skirt we can’t keep in the store. It’s a matter of what works best for their lifestyle.
Profyle opened shortly after the Ironworks at Keystone development was completed, correct?
Yes, we were the first tenant after Ruth’s Chris Steak House, which is our major anchor. We opened our doors August 29, 2014. We’ve grown since then because of word of mouth, social media and local fashion publications. We also do a lot of private shopping parties complete with hor dourves, champagne and discounts for attendees; and donate items to silent auctions and nonprofits.
What’s next for Profyle Boutique?
Right now we are gearing up for the fall and making sure we transform the entire inventory is a major undertaking. Aug. 29 is our one-year anniversary so we are trying to plan a celebration. We’re also taking a deep, cleansing breath because we just wrapped our first fashion show on the patio of Ruth’s Chris. I was an extremely well-received event. Were in the afterglow of that and optimistic for things to come.
