Queen of Couture is the cutting edge of fashion

By Codi Yeager
Sun contributor
When people begin trickling, and eventually pouring, into Glen Arbor in time for the lazy, summer months, they come for a number of reasons. Pristine beaches, excellent restaurants, good old, up north fun, and of course, shopping all attract these travelers to our usually quiet town. Visitors and locals, alike, throng the streets, bags in hand, and walk eagerly into a variety of quaint little shops. In these humble surroundings, who would guess that a store bearing the title, Queen of Couture, also takes up residence among the familiar specialty retailers?
These days, many mothers and daughters are engaged in an ongoing battle over clothing, but not so with Barbara and Ashley Fehrmann of Chicago. In fact, instead of arguing heatedly over the style of a particular shirt, they decided to begin a business that would satisfy their mutual love of fashion. Queen of Couture opened this past Memorial Day on the deck of Boone Docks restaurant. However, the work put into getting the store ready started long before that. “My dad was our financer, so we had to come up with a business plan to show him that we were serious.” Said Ashley, only 17. The duo then had to obtain a business license before they could even begin attending fashion shows. Once at the shows, the variety and sheer number of clothing items was quite overwhelming. Settling on brands that they themselves wore, mother and daughter had to sit down with their chosen suppliers as the clothes were brought out. “It was difficult knowing how much to order. We didn’t know exactly how many things we could fit into our limited space and we were on a budget.” Ashley remembered.

When the clothes arrived, there was even more work that needed to be accomplished. Inventory had to be taken and all of the items had to be priced and hung out on racks. Outfits were put together and displayed and everything set to order. After the store officially opened, various articles of clothing had to be continually reordered. “That was the hardest thing. We under-ordered by quite a bit.”
The great location, on the deck of a very busy restaurant, keeps a steady flow of customers in the small boutique. The deck is one of the most crowded places in all of Glen Arbor, or so it would seem at times. This is very fortunate for Ashley, whose favorite part of co-running the business is watching people come in and helping them pick outfits. “It’s always so exciting when you see people buy your merchandise, but I’m sometimes sad to see certain things go, because I want everything for myself!” She says, smiling. A tumult of color draws you into the shop, making it almost impossible to pass by. Once inside, it is hard to leave. Interesting and fun things are tucked into every corner, not to mention displaying themselves openly as well. The latest in fashionable clothing from brands such as 3 dots, Hazel, David and Goliath, and others are suspended on their hangers. Sandals, colorful jewelry, and a large selection of stylish purses are also available. Everything is of excellent quality. Teens will certainly enjoy shopping here, but the Queen of Couture has seen customers from age 12 to 75. Now that business is well underway, both women seem quite happy with the results of their efforts.
Besides seeing her store flourish, Ashley has also gained first-hand experience with a career she is serious about pursuing. “I am currently taking business classes in school and plan to attend a business school in Chicago.” She stated. Ashley also hopes to get an internship at a fashion showroom later on. However, she is quick to stress that her true passion lies more in the business aspect than in clothing and fashion. Marketing and predicting new trends are what interest her the most. When asked about what she believes will be the next ‘in’ styles, she replied, “A lot of flowing skirts, blues, greens, and teals for summer and brown for fall. It’s almost a hippie look, but new.” To make sure that her assumptions are correct, Ashley and her mother will be attending another fashion show this October. “We might even get to fly to New York to visit the showroom of one of our suppliers. It would be our first business trip!” She says.
Queen of Couture is fun and new, and with the clear enthusiasm of the ladies involved in running the boutique, it seems as if Glen Arbor will continue to be kept on the cutting edge of fashion.