TranslateIt’s been almost a decade since Nicole Zich, owner of Sassy Girl, visited Green Bay SCORE. She was moving back home from St. Louis and dreamed of utilizing her degree in fashion design and years of experience in the field to bring something unique to the area. “I thought Green Bay needed something fun and urban,” Zich said. “I started with handbags and jewelry and went for a contemporary style. I didn’t want anything that was boring or basic and bought just one of most items so that the inventory would be constantly changing.”
Not only did the inventory change, Zich learned that the ability to change is an important element of success. Although her original business plan defined Sassy Girl as an accessories boutique, that changed when customers started asking for clothes. She explained, “Adding clothing was probably the biggest surprise, but once I added an apparel line, the store grew by jumps. It wasn’t how I originally envisioned it, but I learned that entrepreneurs need to evolve and be open to change in order to succeed.”
Once she added clothing, it wasn’t long before teenage girls found her store for unique formalwear, and the word spread. Prom and formalwear now account for a large segment of the business. Zich keeps records so that the same dress isn’t purchased for the same event and a girl doesn’t have to be afraid of walking into an event and finding someone else in the same dress.
It is that kind of personal service that Zich says her customers' value. If asked to find an item that is very specific, she will go out of her way to try to find it. On Facebook, she has almost 3,000 fans and numerous recommendations. There is also a steady discussion on fashion and Zich uses the site to feature new products and offer discounts.
Her store sits on the highly visible corner of Broadway and West Walnut Street in the On Broadway District, and Zich said she has never second-guessed her decision to lease the space. She was one of the first to recognize the unique appeal of the district. “I love the Broadway area,” she said. “The advantage is that it’s a specialty district and stores aren’t caught in a sea of everything. We’re all different here and we all stand out. The events have been a great addition and made it an interesting and fun area.”
It also gives Sassy Girl the urban feel that she sought. Having past experience in larger markets, she has established ties with suppliers in New York, Los Angeles, and Atlanta. She likes to say that she offers New York style without the New York price and that everyone who walks in the store can walk out with a great item that is moderately priced.
As the business has grown, Zich decided to open a second store in Egg Harbor last summer. She quickly found out that the merchandise mix in the Green Bay shop didn’t work as well there. So, she did what she always does; listened to customers and made changes. And, likely added more fans on Facebook.
Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and district director for SCORE
