Not so Mainstream, Mainstream Boutique

Empower. Strengthen. Celebrate. These are the powerful words that drew in Kate and her husband, as they began on a new uncharted journey.

Kate Mitchell, a Texas Tech alum, graduated with a bachelor’s in agriculture communications and a master’s in retail & hospitality institutional management. Kate and her husband Michael have two beautiful daughters: 3-year-old Blakely Grace and 12-month-old Elise Faith.

“We just did what we had to do.”

Kate Mitchell

With Michael living in Lubbock almost all of his life, and Kate returning to Lubbock to attend Texas Tech, making the decision to open a business in hub city was an obvious one for these Lubbock locals.

Operating West Texas Lace, LLC, dba Mainstream Boutique, as a locally-owned franchise has allowed the Mitchells to run their business how they see fit while still operating under a proven business model and earning multiple high rankings. Mainstream Boutique is ranked #86 nationally and is #7 in Texas.

The same month the Mitchell’s decided to dive into the entrepreneur experience and had signed all the papers, Kate found out she was pregnant with her second daughter Elise. Although it was an exciting surprise, it created another challenging obstacle to get their business up and off the ground. Kate and her mother Carolyn took on the journey of traveling to Minneapolis, Minnesota, for training when Elise was just 3 months old. The trio spent a week there while Kate attended training seminars during the day, pumped on lunch and coffee breaks, then returned to the hotel at night to join her mother and newborn. It was a lot but having the support of her mother made the educational trip doable and an experience they’ll all remember for a lifetime.

Blakely loves the store as much as her momma.

“By the time Elise was 4 months old she had already flown across the country on 6 different flights. I’ve never felt more angry stares while boarding planes but overall people were nice and accommodating to us. We just did what we had to do,” Kate explained.

Once training was complete, it was time to start the storefront renovations back in Lubbock. Being that Mainstream offers a business model as opposed to a traditional cookie-cutter franchise, Michael and Kate were able to make many of the design choices themselves. Part of that customization process included finding a dream team. Kate chose to post the positions of part-time stylists on Indeed.com, then sorted through the applications, and started hosting interviews. Being that Elise was still too young to join big sister Blakely in their daycare academy, Kate often had to interview the applicants with a baby on her hip. It even turned out that three of the four girls she selected were also pursuing a degree in agriculture communications at Texas Tech University.

The next step in the process was to place orders on materials. Clothing, office supplies, interior/exterior signage, furniture, mannequins, technology equipment, etc. were all part of the supplies list that needed to be paid for and shipped. Once the dozens of boxes began to arrive at the store, then came the endless task of unboxing, steaming, hanging, sizing and tagging. The girls all quickly learned that when matching tags to the clothes, it is best to open the boxes one at a time as opposed to all at once.

“It’s a learning process for all of us!” Kate said.

Attention to detail is very important in the retail business and Kate is hard at work everyday assembling the perfect outfit.

The first couple of days Mainstream was open there was extreme icy weather which had reduced the store’s foot traffic dramatically. After the boutique had quite literally weathered the storm, the number of customers coming into the doors increased phenomenally. Much of that pedestrian success is due to the location in the Hub Shopping Center. The outdoor shopping strip is in a retail center that shares co-tenancy with other like-minded businesses, such as Odds & Ends, Hot Worx, CycleBar, Kadiza Hair Salon, The Lash Lounge, Tea2Go and many more.

In addition to Mainstream’s idyllic location, another essential business resource is the shop’s online presence. The Mainstream’s social media has rapidly grown bigger and bigger since the day that it was created. Setting a goal to reach 1,000 Facebook followers by their first year open, the Lubbock location was able to reach that goal within their first 2 months. In a world where online shopping is extremely popular, a big following and professional online presence is very important. There is a direct link in social media to how a business is able to promote and brings in potential customers.

During this time of the worldwide Coronavirus pandemic, the online presence has forcibly shifted to Mainstream’s only source of profit. Being that this hit before the shop had been open less than 7 weeks, it was clearly not what Kate and her team had in mind for the store. Michael and Kate are hopeful and positive that business will resume as normal and even possibly boom after this mandated time of closure passes.

Between a new baby, freezing temperatures, and an unforeseeable medical state of emergency, there have been many bumps in the road, to say the least. Kate is a very strong woman who is pursuing her dream. Despite the hard times and difficult situations, the Mitchell family has decided to once again pull-up their bootstraps and muster through the storm. Given their upbeat demeanor and support of the West Texas community, it is likely the business will survive and thrive in the upcoming months ahead.

Kate and her husband Michael, hopeful business will return to normal after this worldwide pandemic is over.

I graduate in August 2020. My goal is to finish strong despite this Corona-virus pandemic. Future career goals, I hope to go into marketing and sales for equine and cattle. Nothing specific just somewhere in that industry, I grew up on a ranch and I am very passionate about it.

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