Teen uses passion for fashion to propel business plan

Lauren Feather is only 19, but she's already had lots of entrepreneurial ideas in her short lifetime -- designing a backless arm shirt (like a shrug but worn backward), opening a restaurant featuring both Mexican and Chinese cuisine, and developing scented bracelets.

Now she's opened (Best Kept Secret) Boutique, 1930 Village Center Circle, Suite 4. And, yes, the parentheses are intentional, perfect for the spoken-behind-the-hand way secrets are passed along.

Feather is a sophomore at the University of Nevada, Las Vegas, majoring in hotel management and event planning. The shop was inspired by her lifelong passion for fashion and trouble finding "the" dress for her first sorority formal.

She said she also was tired of paying outrageous prices for clothes. "I'd find myself spending $100 for a shirt," she said.

The idea for a solution began brewing during her first year of college at Arizona State University, where she was a communications major.

When she came home from college with the concept for (Best Kept Secret) Boutique, her mother, Lisa, said, "I thought it was just another one of her ideas. But this one kept evolving."

Lauren Feather graduated from Faith Lutheran Jr/Sr High School, which does not focus on a business curriculum. Faith Lutheran teacher Michele Miller recalled teaching her sewing and cooking.

"She had good leadership skills," Miller said. "She could get students to all pull together."

At ASU, Feather took a basic marketing course that taught truisms such as "the customer is always right" and why one needs to put her own mark on a business to differentiate it.

A ton of research later, and the young entrepreneur was hopping off to Southern California to shop the fashion markets and going online with designers from New York.

Feather also had a secret weapon in her father, Bill, president of Planet Hollywood Resorts Management LLC. He showed her the ropes when it came to writing a solid business plan, necessary for securing funding. Her father also advised her to fully research those with whom she'd do business and make sure they were reputable companies.

"She followed through, she hit every threshold ... I can't tell you how many people said to us, 'Are you crazy, opening a store in this economy?', but we sat down and really ran the numbers," Bill Feather said.

Still, it wasn't easy street, and one delay in particular had her heart pounding.

"Nobody would ship me anything ... I didn't know I needed a business license before I could get (inventory)," she said. "It held things up about four weeks."

Make that four nail-bitingly anxious weeks. In the end, the 1,300-square-foot store opened Aug. 25.

(Best Kept Secret) Boutique's niche is chic, trendy clothes at affordable prices. Brands include Ark & Co., Yetts and Lush.

Emily Brussard, a friend from high school, said Feather's "crazy work ethic" was apparent in high school, so it was no surprise she tackled being a store owner at a young age. The fashions she selects, however, give no clue a 19-year-old is the buyer.

"She sees what's going to be big ... it's not really teeny bop stuff," Brussard said. "Lauren is really mature, and you wouldn't think a 19-year-old was doing it (choosing the clothes)."

Feather's mother is a silent partner in the venture and manages the store when her daughter is in class.

"I'm glad I stumbled across this place," said Marcy Kallick, a shopper who needed clothes for a cruise. "These clothes are unique, exciting. It's all different from what you normally see."

Social media plays a big part in her marketing plan. Feather uses Facebook and Twitter to get the word out. She also has a website, bestkeptsecretboutique.com, and has approached local high schools as an innovative marketing strategy. She plans to present a fashion segment, for example, to an after-school group at Palo Verde High School.

The fact that a teenager can open a shop catches some shoppers off guard.

"In the beginning, they'd go, 'You're really young. Are you the owner?' " Feather said. "But they're catching on."

What do patrons say about such a young innovator?

"I think it's great," said a patron, who gave her name as Rachel P. "I wish there were more 19-year-olds like her -- kids that are responsible."

The boutique is open from 10 a.m. to 6 p.m. Monday through Friday, 10 a.m. to 7 p.m. Saturday and noon to 5 p.m. Sunday. For more information, call 255-1100.

Contact Summerlin/Summerlin South View reporter Jan Hogan at jhogan@viewnews.com or 387-2949.