When Barb Nelson opened Brinkley's Boutique on Sept. 9, 2016 — her 55th birthday — she wasn't simply opening another clothing store. She was fulfilling a lifelong dream while honoring one of the people who has inspired her family the most.
Named after her granddaughter Brinkley, the downtown Oshkosh boutique has become known not only for its carefully curated women's clothing and accessories, but also for the kindness that greets customers the moment they walk through the door.
Today, nearly a decade later, Brinkley's Boutique has become a destination for shoppers looking for stylish, affordable fashion and a shopping experience that feels a little more personal.
We recently sat down with Nelson to learn more about the boutique, downtown Oshkosh and why kindness has always been part of the business.
Tell me the story behind Brinkley's Boutique.
Opening a boutique had always been a dream. My husband and I have spent most of our married lives in retail, and I have a degree in fashion merchandising, so this really brought together everything I loved.
The biggest inspiration, though, was our granddaughter, Brinkley, who has Williams syndrome. Brinkley is one of the kindest people you'll ever meet, and she reminds us every day to see the best in others. We named the boutique after her, and we took the "B" from Brinkley to create our motto: "Be Kind." That's the feeling we hope every customer experiences when they walk through our doors. Every May we fundraise for Williams Syndrome Association through different events like Brinkely’s Bingo and all proceeds from our “B” Kind bracelets. Since the store opened, we’ve raised over $20,000.
You mentioned filling a niche in downtown Oshkosh. What did you see that was missing?
Downtown has changed a lot over the last 10 years. We have wonderful full-price stores, and we also have a lot of thrifting shops, so there's room for both. When I opened, though, there really wasn't a full-price, mid-price boutique in downtown Oshkosh. I felt there was a need for that.
What makes shopping at Brinkley's Boutique different from shopping at a department store?
Customer service. That's where we shine.
You can certainly find a bigger selection in a department store, but what you won't always find is someone who truly gets to know you. If you've shopped with me before, chances are I'll remember you. I'll remember the styles you like. Sometimes I'll even set something aside because I know it'll be perfect for you.
One of my favorite compliments is when a customer comes back and says, "That top you made me try on..." I always laugh and tell them, "I didn't make you try it on. I suggested it."
Then they'll tell me it's become their favorite top and that they get compliments every time they wear it. That's incredibly rewarding.
What do you enjoy most about helping customers?
I love helping people discover something they never would have picked for themselves. Customers usually start shopping on their own, and after watching what they gravitate toward, I'll quietly add a few more pieces to their fitting room.
I'll tell them, "You may not like these, but just give them a try."
Sometimes those end up being the pieces they love the most.
We're a team here. My goal isn't just for someone to leave with a shopping bag. I want them to leave feeling comfortable, confident and excited about what they're wearing.
You've loved fashion for a long time. Where did that passion begin?
I was born and raised on a dairy farm in St. Charles, Minnesota. The barn wood behind the front counter is actually from my parents' barn. I also have an antique sewing machine here in the store that was used to make my very first little skirt during my 4-H days. I was crowned Little Miss Seamstress, and as a senior I won the Winona County Dress Review Queen. More importantly, that's where my love for clothing started.
Why downtown Oshkosh?
It started with this building. When this storefront became available, I fell in love with it. It has the original tin ceiling, the exposed brick walls and the original wood floors. We wanted to honor all of that history while creating a warm, welcoming space.
People tell me all the time how much they love the store, and I think that's because it feels comfortable. We want people to feel at home here.
What kinds of styles and shoppers will people find at Brinkley's Boutique?
We're more casual than form, more relaxed than fancy. When we first opened, my daughter Samantha and I were a team. She helped me pick out everything that we have here in the boutique and we’d always ask, 'Would she wear it or would I wear it?' That brought in two different age groups."
(Editor's note: Almost 10 years later, that mother-daughter spirit was still on display during our visit. We watched a mother help her high school senior shop for outfits for her senior photos, leaving with jeans, a white top and a black leather jacket. Her mother also left with a new outfit.)
Besides Brinkley's Boutique, what are some of your favorite Oshkosh gems?
There's so much to love about Oshkosh. We love spending time on the water and taking our boat down to TJ's Harbor. Waterfest is always one of our favorite summer traditions.
If you're looking to shop, 143 Expressions has done a beautiful job with their store. It's a fun stop because you can find clothing, gifts, greeting cards and specialty food items all in one place.
Caramel Crisp is another favorite. Their caramel apples are wonderful, and their ice cream flights are just fun.
Ardy & Ed's is such a classic Oshkosh experience. Where else does your server roll up to your car on roller skates? There really is so much to do here in Oshkosh.
(Learn more about Brinkley's story, the boutique's "Be Kind" mission and Williams syndrome on the Brinkley's Boutique website.)
About:
Owner: Barb and Mike Nelson
Address: 419 N. Main St. Oshkosh, Wisconsin 54904-- Downtown Oshkosh
Website: Brinkley's Boutique
Opened: Sept. 9, 2016
