It was the middle of the pandemic, and Clarinda Martin’s twins had just started daycare. The barrage of sick days and early pickups that followed is a story that’s all too familiar to parents everywhere. “I felt like I was calling into work every week because one of my kids was sick or the daycare closed down because of COVID,” Marin says. “I really respected my boss, and at a certain point, it didn’t feel fair to him and my other coworkers that were having to cover for me all the time.”
Martin and her husband formulated a plan that would both fulfill Martin and allow the flexibility her family required. Charlie Rae children’s boutique was born. “We decided that I would open a store and just do it online,” Martin says. “So I was home all the time if my kids needed to be home, but I was still contributing and had something that was my own to work on.”
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Two years later, the online shop had grown to the point of needing a “next step” for expansion. So when the opportunity to open a storefront at 100 N. Main in Edwarsdville arose, she went for it.
“This spot opened up in a very desirable location,” says Martin. “I asked about it, but there were already two other people in front of me. So I figured it wasn’t the time, but then both of those people fell through, and it was kind of like a sign that I should do it.”
Although Martin acknowledges that her decision to move from an online platform to a physical space may seem unorthodox in 2023, she felt that it was something that the community needs. Beyond big-box retailers, Martin says, there aren’t many options to shop for children’s items for Edwardsville residents, including an increasing number of young families who have moved to the area. Charlie Rae aims to fill that void, with an array of quality, specialty pieces and a personal touch.
“I think our biggest thing is customer service,” Martin says of what sets her store apart. “We will text a picture of an order to the customer to let them know we’re packing their order and it’s going out today. It gives the customer a real person to contact if they have questions. There’s been so many times a customer will reply and be like, ‘Hey, I’m also looking for this. Can you help me?’ And if it’s not something I have, I will sit down and find it. That saves them from having to do any additional research.”
Martin adds that another aspect that sets the boutique apart is the store’s focus on gender equity. “Boutiques, I feel like, always [cater more] toward girls and females, so having the option to have a bunch of boy stuff is always helpful,” she says.
Charlie Rae’s product lineup is also curated with special occasions in mind, Martin says. “As much as we can help take the stress off planning for a wedding or upcoming photos or moms trying to buy for their babies, I just want to make the things that can be stressful less stressful.”
Charlie Rae’s grand opening will be October 21 from 9 a.m.–6 p.m. There will be store-wide discounts and free food and drinks. The first 20 people through the door will receive a free VIP bag. Guests can also enjoy free mimosas, doughnuts, and hair tinsel, and there will be a giveaway every hour. Bailey’s Blossoms, Halo Boutique, and Little Duckling Co. will also be selling specialty items.
