Sometimes just having that one fantastic new outfit is all a woman needs to turn a bad day into a good one, to give a woman the confidence she needs going into an interview or to give that stay at home mom a reason to smile after that rare moment she treats herself. So I started handwriting all the thank you cards that went in our orders, packing it up like the present that it was and sending it off in hopes that it brought a smile to the woman it went to. I wanted to give women like me a bit of “happiness” in a world that could all too often make her feel like she just wasn’t “this” or “that.” I began asking our customers what they wanted to see in my store and on the website. It had never been done before. Imagine going into your nearby department store and asking the store manager, “Hey, can you order me a caged wedge…or a palm print maxi?” I listened. I took notes. And I went on a hunt for their wishes and wants. To make it feel like it was just as much their store as it was mine.