Siouxland Magazine - Volume 3 Issue 1

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snowmobile trailer that she could take anywhere. Now
her business has moved to a permanent storefront. Emily
said the business unfolded at its own pace – whether or
not she was ready for it.
“The momentum of this business really pulled me along
faster than I planned,” she said. Although she thought
she’d wait till her youngest daughter was in kindergarten
before diving in full-time, Emily said her store was filling a
need that had been lacking. The path continued to unveil
itself as Emily figured out how to fund her newly created
business.
Starting with one interest-free credit card and a limit of
$10,000, Emily started building up her inventory. A small
business loan from a local bank ensured she’d be able to
put down a stable foundation for a long-term investment.
“In the beginning, every time I made a payment on my
small business loan, I felt relief. Like I would be OK. I had
to learn it’s good to accept help from people. You really
can’t be too proud to let others help you,” shared Emily.
Emily stated that each time she learned something
new, she felt empowered. “The first time I went to the
STYLEMAX market in Chicago, I had no idea what I was
doing!” But she knew this was where she was meant to
be. It was her passion! She had no doubt it would work.
Now, 4 years later, Rooted Boutique continues to grow
and evolve.
Partnering with Galva jewelry
designer, Rae Soellner,
Emily is able to offer unique
stone earrings, necklaces,
rings, and bracelets to her
clients. “Rae sources stones
directly from craftspeople in
Brazil, where she regularly
visits, and is able to make
just about any piece a client
might want,” said Emily.
With the onset of the
COVID-19 pandemic, Emily
is trying new ways of doing
business to continue to give
her customers the service
Galva jewelry stone earrings.
they’ve come to rely on from her.
“During Mother’s Day weekend, we sold style boxes for
the first time. We talked to clients to find out what they
needed, what colors they liked, and then we would put
together five looks, package them up, and either deliver
Passions collide: Emily’s fondness for fashion and mine for
the runway found their way to each other at the 2020 Rooted
Boutique Virtual Fashion Show in November.
the boxes or provide curbside pick-up service,” said
Emily. The idea was a huge hit, and something she’s
considered doing again.
For the 2020 holiday shopping season, Emily took part
in a pop-up store campaign in downtown Sioux City. She
experimented with a storefront in a community outside
of Holstein, where she enjoyed meeting a whole new
batch of customers, sure to become future Rooted fans.
“The best compliment I’ve received came from a client.
She told me, ‘shopping at Rooted is like going to my
best friend’s house and shopping in her closet.’ I need
to figure out how to turn that into a tagline,” said Emily.
By, Erika Hanson, a professional model, influencer, and
lifelong lover of fashion. She combines her passion for
trend spotting with her desire to support women in their
own personal style journeys. Support local business,
shop small, and have the safest, most wonderful holiday
season as we warmly welcome the healing power of
2021.
Erika Hansen, a lifelong Siouxland resident, model, mom,
and community volunteer. Curious about exploring the
connection between outward appearances and inner power,
Erika is passionate about making fashion fun, and fostering a
spirit of inclusion with no limits on age or body type. You can
find more of Erika’s love of style, and her modeling journey,
on Instagram: @kings_from_ash.
Photo Credit Erika Hansen and Heather Bogue.