Beyond the Clothes: The White Willow Boutique and Consignment Shop Builds Community Through Style

More than just a storefront, The White Willow Boutique and Consignment Shop was built with the vision of creating a space where diverse groups of people can unite and a shopping environment can feel like an experience, not just an errand.

Brooke Flora, owner of The White Willow said the greatest benefit of browsing the shop is there is an abundance of options for those who frequent the store.

“You can mix and match items,” Flora said. “You may find the perfect consignment top, but there may not be high chances of you finding your exact size and style of jeans, which is where the boutique comes in.”

Flora went on to say this shopping style tends to cultivate a sense of community among her shoppers.

“It’s like two people who would have never been in the same room together are shopping together,” she said. “We also have a lot of customers who see friends here and chat, it’s overall just really fun.”

Flora’s shop has been open for more than a year, after deciding to make the switch from her career in healthcare, hoping for positive fulfilment day to day.

“It kind of restored my faith in humanity after being in such a stressful career,” Flora said. “People have been so incredibly kind to me and truly care about me and the community when they don’t have to.”

The White Willow offers both boutique finds and consignment pieces, including a variety of clothing and accessories. Currently, consignment donations are available through appointment only.

Local consignment shops–for both donations and purchases–have been skyrocketing in popularity, Flora said.

“Any woman knows they usually have millions of clothes in their closet, and it’s nice to get rid of them and make a little bit of money in the process,” Flora said. “A lot of customers like to trade in their stuff for boutique items, getting brand new stuff with the money just sitting in their closet.”

To-date, Flora said The White Willow has put $100,000 back into the pockets of the community.

In terms of fitting in with the local business community, Flora said connecting with others through the Huntington Regional Chamber of Commerce has been a true game-changer.

“There've been several people from the Chamber that have just stopped in the store to welcome me and say hello,” Flora said. “I’m typically more anxious and reserved, and these people make me feel like I’ve always been a part of it all.”

Likewise, she said engaging with current members of the Chamber has reinforced the strong sense of community The White Willow is contributing to.

“People have invited me to events and given great advice,” Flora said. “I don’t feel like we are competing with each other in any sense, and it’s so welcoming.”

This same camaraderie translates to her customer relationships as well, she added.

“We have one customer who comes in every single day,” Flora said. “She’ll come in, sit on our couch, and we will sit down and talk. She’s just the best.”

Flora’s customers are in the business of referrals as well, she said.

“One person will come in and then a week later they come back and someone else is with them,” Flora said. “Then they’ll come in again and tell me they brought someone else, so they bring me business.”

Located in East Pea Ridge, Flora said while they aren’t located in the heart of downtown Huntington, they are grateful to be involved and remembered by the local business community.

As for what’s next, Flora said she hopes to continue building a space that everyone can enjoy.

For those interested in shopping at The White Willow, the shop is open Tuesday to Friday 10 a.m. to 5 p.m. and Saturday 10 a.m. to 4 p.m. In addition, you can shop online at https://www.thewhitewillowboutique.com/.