Hidden Gems: Meet Jen Felice of Apricot Lane Boutique Crocker Park

Today we’d like to introduce you to Jen Felice. 

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I had always dreamed of opening and operating my own business. I reached my forties and I was overstressed and not enjoying my career any longer. A short time later my father passed away from a severe heart attack. This instantly changed my whole perspective in life.

After much research I decided to invest in one of the Top Woman’s retail franchises in the country, Apricot Lane Boutique.

After a very challenging buildout, I was able to open the store about 10 months from the time I started the process. I had an extremely successful opening but only 4 months later I was forced to close my doors due to the Covid pandemic and government forced shutdown. My only sales channel at the time was an open brick and mortar store. I quickly had to pivot to a multichannel sales strategy just to try and cover ongoing expenses. I gained franchise approval to develop a website, created a Facebook shop, began conducting “Live” shopping hour, and also offered Free local delivery. It was an extremely scary time but the community really surrounded me and helped me get through the difficult days. I have now been open 2 full years and have never been more proud of how far I’ve come.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I worked full time during the day while preparing to open the store on evenings and weekends. I had issues with our initial contractor causing major delays and financial distress during the buildout. Once I did open, I was forced to shut down 4 months into operation. Many of the storefronts neighboring us closed their businesses.

Appreciate you sharing that. What should we know about Apricot Lane Boutique Crocker Park?
Women’s Fashion Boutique

We are known for on-trend, affordable and unique styles

Our team and curated selection set us apart.

We are customer-focused. We want to be their favorite place to shop by creating a fun and welcoming environment every time they shop.

We over a wide variety of brands and I make quarterly buying trips to always stay up to date on the latest trends. We offer Elan, Spanx, Kancan, Vintage Havana, and many other brands from the LA fashion market. We offer local curbside pickup, shipping, and select local delivery.

How can people work with you, collaborate with you, or support you?
DM us on IG at apricotlanewestlakecrockerpark or email crockerpark@apricotlaneusa.com

Like, follow, and share our page with friends! We are on Facebook and Instagram. Order online or shop in store.

Contact Info:

• Email: crockerpark@apricotlaneusa.com
• Website: www.apricotlanecrockerpark.com
• Instagram: apricotlanewestlakecrockerpark
• Facebook: Apricot Lane Boutique Crocker Park