Innovative new boutique on Magnolia Avenue gives women all the power
Where one pioneering women's boutique closed the door, another one is powering through it. Etico Sustainable Collective — the first sustainable collective boutique featuring exclusively women-owned, locally based brands in Dallas-Fort Worth — will open in early November on Fort Worth's Magnolia Avenue.
Specifically, that address is 1455 W Magnolia Ave., formerly home to ethical fashion shop Tribe Alive, which is moving to South Main Street.
According to a release, Etico aims to be the premier destination for sustainable shopping in Fort Worth — offering beautifully handcrafted clothing, jewelry, bags, shoes, and gifts made locally and globally. The store will carry items from nine DFW-based brands.
Their mission statement reads like this: "Etico is an ethical boutique featuring DFW-based, women-owned brands focused on people and the planet. Etico exclusively features brands that source sustainable materials and pay workers livable wages with a focus on showcasing the artistry and craftsmanship that go into creating each of the handmade pieces."
The shop's business model centers on shared success for local women, its founder says.
“I wanted to create a totally immersive shopping experience that transports customers to India, Kenya, Guatemala, and the Middle East — and even Denton and McKinney —where each item is handcrafted by highly skilled artists,” says founder Marissa Heyl in the release. “I selected a group of badass women with brands that tell a compelling story — each that connects and empowers women.”
Those women and brands are:
- Heyl's own Symbology (printed dresses, jumpsuits and jackets)
- Sandra Falcon and Pamela Lozoya, Luna Antigua (embroidered blouses and children’s dresses)
- Jennifer Bently, Jimani (jewelry and home decor)
- Janette Habashi, Darzah (embroidered shoes)
- Jennifer White, Lovestruck (candles)
- Jenna Bredehoeft, Bred & Butter (stationary and cards)
- Kristin Zaldana, 2nd Kind (organic skincare)
- AllieJaymes, AllieJaymes (leather bags)
Also featured for a holiday pop-up will be Deena Abdul Handbags and Oh Bases Lipbalm.
"Etico is based on a collaborative business model with a novel notion at its core — shared success," the release says. "Forty percent of businesses are women-owned in 2019, but only 7 percent of them secure funding from venture capital."
Heyl — who met most of the brands' founders at popups in DFW like Unbranded, Flea Style, and Shop Small — started Etico, she says, as a platform to grow the partner businesses at a lower financial risk without having to seek outside funding.
“We all dreamed of having a boutique but were scared to invest in a brick-and-mortar store in this crazy age of Amazon,” she says. “So I thought, why not go in this together, not just to mitigate risk but create something truly collaborative and entirely different for customers?”
The 800-square-foot space itself is designed to be both practical and pretty. Think anchored iPads that showcase the creative process behind each item, a selfie mural painted by a local artist, and inspirational quotes on the wall. It's meant "to create an interactive shopping experience that connects creator and customer," they say.
Future plans call for in-store events focused on sustainable living that help bring the community together.
Etico will hold a soft launch event from 6-8 pm November 1. The grand opening will take place 6-8 pm November 8 and 12-8 pm November 9, and will include a bellini bar and giveaways every hour.