Whimsy clothing boutique is a perfect fit for customers.

• Author: Sasich, Chris
• Position: READERS' CHOICE

Park City--While there are plenty of clothing boutiques out there, you'd be hard pressed to find one that tailors the shopping experience to the customer better than WHIMSY. The proof of Whimsy's popularity can be seen In its expansion--with two locations In Utah, customer demand has led to It franchising in Florida and Arizona. Owner Carol Phillips credits their focus on strong, personal relationships with the customers as the key to Whimsy's brand.

"You kind of get to know [your customers'] stories, and when they say 'retail therapy,' it literally Is a retail therapy session. A lot of women just want to come in and interact with people and feel good about themselves when they leave," said Phillips. "More than anything, the Interaction with women and just getting to know customers at a personal level is what's kept me in it for so long."

Phillips has been In the retail clothing industry for many years, working as a buyer for retail stores like Nordstrom, Mr. Mac and eventually for Whimsy's original owners in 2005, whom she bought out In 2007. Since then, she has expanded the business, even incorporating ideas from other Industries she's had experience in.

[ILLUSTRATION OMITTED]

"Because I also have a love of food and cooking, and have had a catering business In the past, I loved the food truck option. I thought it would be kind of...