Sheridan Mordue: an eye for the art of business.

• Author: Felix, Devin
• Position: Around Utah - Hip & Humble - Company overview

By Kaylie Astin

If there's one thing Hip & Humble owner Sheridan Mordue loves, it's color. Customers can see it in everything she does, from her stores' wall paint to her urban-style displays to her diverse product offerings. Mordue and her business partner (and sister), Suzette Eaton, believe that visual stimulation is essential to making their products "pop."

Fashion is always changing, and it's no small task for Mordue to keep on top of customer tastes. And just as color trends come and go, business is constantly changing. Whether it's searching for new methods of advertising, navigating difficult economic climates or analyzing shopping patterns. Mordue is committed to embracing what works even when it means doing something different.

This chameleon-like philosophy has guided many of her decisions. After all, most people typically wouldn't expect an English major like Mordue and a political science major like Easton to go into business selling shoes, lunch totes and laundry fragrances to women. But when Mordue and her sister decided to direct their latent passion for interior design into a money-making venture, they were committed to its success, even though it meant moving in a new direction.

When they opened Hip & Humble in 1999, it began as a high-end furniture and home accessories boutique in Sugar House. Gradually, it evolved into a women's lifestyle boutique. Today, the store has three locations (Salt Lake City. Sandy and Bountiful), each with different product offerings.

That's a lot of change, but Mordue's flexibility and hard work has helped her thrive. When she began her business more than 14 years ago, she was willing to do whatever it took to succeed. "I always tell people that we...