Owner Rosie Diaz began her retail career more than 12 years ago selling jewelry.[/caption]Rosie Diaz, owner of RED Ink Boutique, worked as a bilingual second-grade teacher for almost 13 years before she suddenly realized she wanted to quit her job and start selling jewelry.
“I didn’t always say, ‘Oh my gosh, I want to own a boutique,’” Diaz said. “One day I woke up and told my husband, ‘I’m going to quit my job, and I’m going to sell jewelry.’”
She said her husband was a little surprised because Diaz knew nothing about jewelry. At the time, she did not even own a pair of earrings except for a single stud remaining from a set he gave her for their anniversary. To win his support, the couple made a deal.
“I said, ‘I’m going to join all the festivals and bazaars, and if I can get $10,000 by the end of the school year—it was September—I’m going to quit my job,’” Diaz said.
She said the exact amount she earned to date following May was $9,887.
Diaz then opened her first boutique in a U-Haul storage unit.
“I would just call all my friends, and I would set it up like a little tiny boutique,” Diaz said. “They’d buy every Tuesday and Thursday. And then on the weekend, I would go to the bazaars.”
After an entire year of selling clothes and accessories inside the storage unit, Diaz and her husband decided to lease a storefront. Twelve years and three relocations later, the store is now the RED Ink Boutique on Sawdust Road.
Diaz said the name of the store is an acronym of her initials, Rosie Elaine Diaz. The word ‘Ink’ is a play on the abbreviation for incorporated.
It was also perfect for the store because every item in the shop is always red inked, or on sale. The merchandise includes an array of statement necklaces and other jewelry, tops and bottoms, shoes, scarves and hats ranging from $10-$30.
“[Our clients are] anyone who wants to be trendy and chic, but they’re looking for low prices at the same time,” Diaz said. “There’s not many boutiques that offer both. You have very trendy boutiques, but the prices are pretty pricey.”
Diaz said she often travels the world in search of the latest trends. She said it helps to have a world perspective because many of her customers are cruise travelers. Other customers are often a part of bridesmaid parties and need dozens of the same items so they can match.
“The other good thing about the boutique is we cater to personal needs,” Diaz said. “If I don’t carry it, I’ll find it and I’ll get it for them. And then I’ll find it at the lowest price possible.”
Diaz travels widely to find the latest fashion trends for her boutique.[/caption]Diaz said some customers need help finding an entire outfit—sometimes several. She said she enjoys helping her customers find versatile ensembles that can transform from casual to business or dressy. And her favorite styles involve “winterizing” or “summerizing” an outfit, which she said means bringing a look into the current season.
“I like to be as versatile as I can because I know a lot of people may be on a budget,” Diaz said. “They want to look good. And a lot of people say I have a good eye.”
