A flash sale is in full swing at Cha Boutique (9666 Clayton, 314-993-8080, shop-cha.com), as is apparent from the crowd swelling near the sales racks in the back of the 3-year-old Ladue shop. Owner Sarah Garlich only has a moment to step away to answer questions before returning to the register. “My goal for the store is for people to be able to buy with not too high of a price, not too low, and for the look to be not too old, not too young,” she explains. It’s a formula that seems to be working: Garlich recently extended her boutique’s lease for five more years.
You made it through a tough recession.
Yes, we opened in 2010, during the recession. Luckily, we never felt an effect from that. And we continue to do really well. We have great customers and a great location.
Do you have any advice for adapting during a downturn?
Know your market, and listen to your customers. Also, don’t overbuy. If you overbuy, then you have a cash-flow problem, and I think that’s what causes stress for people. My inventory planner helps me budget. I recommend that to anyone.
So what’s new at Cha?
We have a new line called Morrissey. We’re bringing in Cotton Citizen from L.A. and All Things Fabulous. We have Freebird, a new shoe brand, and we’re excited because it’s an interesting line with a lot of details.
What makes Cha stand out?
We have a really good staff. Coming from Nordstrom, customer service has been really grilled into me. So I really make that a big priority and instill that into my girls. We also make custom TOMS and offer mobile spray tanning.
Why offer airbrush tanning in a boutique?
People come in to buy a dress, and they’re like, “Oh, I have to get my hair done, get my nails done, and go tan.” About a year ago, I was trained in airbrush tanning and just started doing it.
Are you drawn to any particular trends at the moment?
Vests. I was just in L.A., and vests are everywhere for fall. It’s nice to put that on instead of a jacket when it’s still warm.
