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March 23, 2023
NEENAH – Some may call it a second career – Amy and Adam James – the new owners of The Natural Boutique in Neenah – said it’s a vision come to life.
The couple – whose architecture firm is two doors down from the boutique’s 125 W. Wisconsin Ave. location – said they had been loyal customers for many years, and when the former owner decided to retire, they made the decision to pivot into small business ownership and purchase the store.
“The previous owner had been operating the business for 19 years, and it seemed like with new ownership it was time to refresh some things,” Adam said. “We have an urban flower farm and wanted to bring in some of our fresh herbs and dried goods, which needed its own stage.”
Amy said she is no stranger to downtown Neenah as she served as executive director of Future Neenah for nine years.
Prior to that, she was in the nonprofit sector for more than 25 years.
“I have been a staple to downtown for some time, and a person who has always supported small businesses and (helped) connect them to resources, like grant opportunities and retail space,” she said. “Now, I am a small business.”
A fresh, new look
Adam said as we move out of winter and into spring, it was a natural transition to update the space.
“In part, it’s after the holiday season, and spring seems like a good time to refresh,” he said. “Everybody anxiously awaits spring, and we want to be ready for the new beginning as well.”
Amy said the remodel is both practical and visually pleasing to the customer and that first impressions are important.
“I think anytime you make anything more aesthetically pleasing and inviting, it helps draw people in and be attracted to something new,” she said. “We are being mindful of how we showcase the products we have always had.”
Amy said when each customer enters the front door, they are greeted with a complimentary cup of tea.
“We have more than 150 in-house, custom-blended teas, which have been a staple for a long time,” she said. “The tea products display has better lighting and better presence, which improves the way to showcase a product. Our holistic and healing products, along with our jewelry lines, were also tucked away and now hold more prominent spots in the store.”
Adam said the 2300-square-foot space hosts 97 vendors and is browser-friendly for customers.
Nestled on West Wisconsin Avenue in downtown Neenah, The Natural Boutique recently underwent a remodel/refresh – the work of the shop’s new owners. Submitted Photo
“It feels four times the size right now just shifting things around and putting them in a good space for our customers so they can browse, explore and ask themselves, ‘How can I find things and is this store for me?’” he said.
Amy said the process of the remodel has been a team effort for them – from building shelves and providing background guitar music on grand reopening day to strategically and whimsically building their inventory.
The Neenah couple said their skill sets complement one another.
“We have designed many retail spaces, so the layout was my vision come to life,” she said. “My husband and I have undertaken many projects, and we work well together.”
Maintained relationships
Amy said the relationships the store has with vendors are also part of building the business and each has a story – many of which she said are those classic startups that find their beginnings in the family garage.
“Each of our vendors are primarily small businesses themselves, so we create that platform here for them to succeed as well,” she said.
Amy said the healing and healthy nature of the store’s product offerings are of paramount focus.
“Everything in here is natural,” she said. “We vet the products and their ingredients, and we take what natural means seriously. We carry products that don’t just say they are safe but will assist our customers in building healthy natural rituals.”
Just the beginning
Amy said the store’s future goes beyond the products on the shelves.
“One of the things important to me is to be a resource to the community,” she said. “Part of our purpose for redoing the floor plan is to make sure that it is flexible. We will be hosting classes and workshops, and we can do that with ease now. Everything we have in the center of the store will be on wheels and easily movable.”
Next month, Amy said the store will begin hosting weekly yoga classes, along with quarterly local artist spotlights, gardening workshops, reiki classes and informational sessions on teas.?
Amy said downtown Neenah is on a growth spurt from a residential housing perspective, and The Natural Boutique is running parallel to that trend.
Owners Amy and Adam James said all center displays will be on wheels so they can easily be moved for classes and events. Submitted Photo
“We have home products, too, and now with many downtown apartments going up, our store becomes a resource to residents with access to items like laundry detergent, all-purpose cleaning products and shampoos a half block away,” she said.
Amy said they have explored the topic of herb gardening and consumption – which is sometimes accompanied by a misperception of how to use, grow, cook and preserve them.
In 2020, the couple started Flavor Farm Herbs & Flowers focusing on medicinal herbs and a tea garden.
“Herbs are a great way to add health benefits to anything to enhance flavor while providing additional vitamins and nutrients,” she said. “This is a new focus for us, so therefore, herbs and gardening accessories are positioned front and center at the store.”
Amy said some questioned their decision to become small business owners, but there is no uncertainty for her.
“The store reflects the things we are passionate about,” she said. “Some wonder, ‘you were doing architecture before this, it doesn’t add up.’ But it truly reflects the things we are passionate about – both at home and at work. This feels authentic. The Natural Boutique is that culmination of what we know and have believed in for many years.”
For more information on The Natural Boutique, check out the store’s Facebook page or TheNaturalBoutique.com.
