If you scroll down your social media timeline, you’ll see that many have a passion for fashion. But in such a competitive industry, it takes more than a good vendor list and a curated Instagram page to build a profitable business! Martha E. Berry is one of the few who actually gets it. Today, the small-town girl from Franklin, Louisiana, runs a booming online empire from Houston.
As a wife, mother and full-time entrepreneur, the CEO of IMarE Boutique, admits that building a fashion empire was no easy task. Her journey to success has been a long and winding road—one that was filled with twists and turns such as divorce and starting with zero funding.
For Martha, bossing up was a conscious mission she was determined to succeed in. She was tired of being rejected for employment and decided to tap into apparel and styling, something she was naturally good at.
“The most rewarding part of my business has been helping others become successful boutique owners and helping my customers gain a level of confidence they have never had before,” says Martha.
She credits her resilience as the catalyst for her success. This year, she is taking her message to masses with a long-awaited e-book to help others go from stagnant to stupendous in sales. How To Launch A Successful Online Boutique has received rave reviews, cited as ‘a must-read for new and established store owners’.
But like the saying goes, success leaves clues! Here are three key takeaways aspiring boutique owners can learn from Martha.
Show up as your authentic self
Martha creates content for her audience that is also true to her. With her background as a dance instructor, she incorporates music and moves into her social media marketing. Ultimately, this humanizes her brand and shows the comfortability of her clothes. I mean, if you can can do a TikTok routine without ripping your garment—that’s a win!
Find and nurture your core audience
From Goo Goo Atkins to Tasha Cobbs Leonard, Maranda Curtis and Shana Wilson Williams, Martha’s brand has been worn by notable entertainers, singers and moguls. IMarE Boutique has birthed confidence in curvy girls across the globe, allowing Martha to cater to a forgotten audience. For years, plus sized clothing was seen as frumpy and unfashionable “granny wear”. The IMarE brand gives full-figured women in vogue options at affordable prices.
Serve from a heart-centered approach
I’MarE Cares is Berry’s charitable foundation that is dedicated to providing financial assistance, business development education and opportunities for single mothers. With a special focus on single mothers facing homelessness, Berry’s organization gives women the tools they need to provide for their families and regain their place in society with self-assurance.
For more info, visit www.shopimareboutique.com.
