From riding horses to running a retail business, Warren's native Dinelle Clay started her business 12 years ago to change people's perception of resale.
Her boutique "Emma Anns" combines new and used clothing for customers to browse in her physical store and on her popular Facebook page. Originally located on the corner of the local Bandbox in Tomah for over a year, Clay collected donations only from family and friends to donate to struggling families.
When she decided to open her first store, it wasn't as big as her current storefront. "It was tiny," Clay describes her original location. "You get three people in there, and you're over capacity level."
Clay was pretty set on running her business solo, with a small store; that is, until business started booming. After bouncing around downtown Tomah, Clay decided to move away from the bar scene and the difficult street parking. Her current location at 224 W McCoy Blvd #104 in Tomah, on the strip next to Walmart, is much more convenient for buyers, according to Clay.
"It's more accessible for the people to bring in the bags and the bins," she says. Having the store more accessible for strollers, scooters, and wheelchairs was also a perk.
Her store doesn't adhere to the traditional standards most commercial stores do. Clay's store is inviting to mothers, offering a kids' play area where children can entertain themselves while busy moms shop. "It's hard to be a mom shopping with little ones, so it's nice for the kids to keep themselves busy," she says.
While Clay doesn't carry kids' clothing, she offers men's and women's clothing, as well as shoes, jewelry, purses, and home decor.
Her motto, "Buy, sell, trade, donate," is valuable to buyers, as they can purchase clothing with store credit from donated items that Clay would want to buy and upsell in the future. Whatever clothes don't fit quality or style standards get cleaned and repurposed to accommodate other people or families.
Those excess donations go to charitable causes like Rachel's Closet, Caring Closet, and families in need. "We just bag it up and give it to them," Clay says. The bags hold up to 13 gallons each, with items sorted by size for convenience, and washed and dried for their new wearer.
Washing, lint rolling, and steaming are just some of the treatments clothes receive before they hit the sales floor. "We try our best to have everything on the floor that is almost new condition or as good condition as we can with price points that people can afford," says Clay. This coincides with another one of her mottos, "Look expensive, don't be expensive."
Donating clothes isn't the only thing Clay gives back to the community. Every year, Clay gives a deserving, nominated community member a makeover. In collaboration with other local businesses, a lucky lady gets a head-to-toe makeover, including massages, facials, haircuts, styling, outfits, and accessories. The makeover leads to a reveal party including the recipient's friends and family. "It's a lot of planning, a lot of work, but it's worth it. It's nice to give them a day to themselves," she says.
However, her success didn't come easily as one might think. "There would be days I was lucky if I made five dollars, and I was like, 'How do you get the word out?" Clay says. She says word of mouth played a big role in her success, along with her consistent posting on Facebook.
"I'd never thought I'd be this big. I knew I had a vision," Clay says. Her dedication is reflected in the care for her clothing, the cleanliness of her store, and her consistency with store hours. "I'm here seven days a week," Clay says. She says they are open almost 365 days a year, excluding holidays such as Thanksgiving and Christmas.
Emma Ann’s Boutique
224 W McCoy Blvd #104 in Tomah
Monday – Friday 10am to 7pm
Saturday & Sunday 10am – 5pm
Search for Emma Anns Boutique on Facebook
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