Western Courier

Issue date: 11/9/09 Section: News

courtesy photo

Graduate student Kelly Peterson spent year after year sitting in classrooms at Western Illinois University studying various subjects. Now she sits atop her own business studying various fashion trends.

She opened Envy, located at 5 E. Side Square.

The store opened in June 2008 after Petersen spent about three months of filling out various paperwork and permits and took about three weeks to set up.

Petersen spends approximately 50 hours a week working; and when she isn't in the store she is researching new trends, writing paychecks, making schedules and ordering clothing and accessories.

Petersen, 25, graduated from Western with a major in communications and a minor in Spanish, marketing and sociology, and she is now working on her master's in communication.

Prior to opening Envy, Petersen had never had a job in retail.

"You don't realize the endless amounts of work that go into having your own business," Petersen said. "It doesn't always pay off, and it can be really frustrating, but you have to keep putting the effort in to make it work."

Most of Envy's inventory comes from stores such as Charlotte Russe, Forever 21, Wet Seal, Macy's and Target. Petersen tries to see what is out there and bring a bit of everything into her store for an affordable, eclectic collection that meets everybody's needs.

The most successful items have been bar outfits, but there are also a variety of shoes, jewelry and handbags to choose from.

While the fashions featured at Envy are primarily for young adults, her customers range from ages 10 to 70.

In the summer, Petersen's business stays steady, but she is often in better financial shape when the college students are in town due to Macomb's sparse population.

This past summer, Envy started selling men's clothing, which is primarily Kenneth Cole; Petersen soon plans to get button downs for the men as well. The T-shirts that are offered as of now are all under $25, and they have been selling very well.

In the near future, Petersen hopes to further pursue this trend and expand by opening a nearby store for men's clothing.

"Letting guys know that we have clothing for them in a primarily pink store has been a challenge," Petersen said.

Another large challenge has been letting people know what Envy sells and how affordable it is. Many customers have expressed reluctance to come into the boutique because they thought it would be expensive; the most expensive item in the store is $65.

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