Today we’d like to introduce you to Ellen Rodriguez.
Hi Ellen, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I am a passionate advocate for Central Florida living. I’ve worked and raised my family in Orlando for 40 years. A proud graduate of the University of Central Florida (Go Knights!) with a bachelor’s degree in communications. My retail experience started at 16, when I worked at the golf pro shop at Ocean City Golf and Country Club in sales and Avis for nine-and-a-half years, honing my customer service craft.
Although I pivoted my career toward education, I worked for the Orange County Public School System as an administrative assistant for 18 years. I continued to work in retail in boutique-style shops such as Cache. During this time, I raised my two children, who graduated from post-secondary schools and live independently. At Cache, I worked with all staff, from the managers to other sales associates, vendors, customers, community members, and maintenance workers. My variety of communications experiences with all levels of staff helped me grow my skills in negotiation and meeting the needs of all types of customers. In 2018, I decided to put all those skills to use as a Realtor. As an independent contractor, I utilized my organizational skills to provide services to those who needed a home. After a few years, I realized my passion is retail, where I felt natural and comfortable. I’ve always loved the business and hoped to return one day.
At home, I enjoy quiet living at its finest, in Downtown Orlando, in our low-maintenance Condominium with my contractor husband. I love traveling with my husband, Richard, Vice President at a local commercial construction company, and spending time with my blended family of six kids and five grandkids. I also enjoy going to the surrounding beaches Orlando offers (my favorite is Cocoa!). My saying is I grew up with the sand in my shoes.
When I decided to move away from the real estate business, my husband and I discussed potentially getting back into retail because that’s my fun job. However, we decided that as a realtor, I was a business owner. We wanted to stay in the environment of owning a business. We started to research franchises and came across Apricot Lane Boutique. Apricot Lane Boutique is unique as the founder strongly supports victims of human trafficking. My husband and I have four daughters, and we know how sensitive that is in Central Florida. We were attracted to support this cause and learned more about the culture of Apricot Lane Boutique. Apricot Lane boutique is a community-based boutique franchise where the owners buy the merchandise with their customers in mind, making it very personalized and hyperlocal. We are designed for the women’s shopping experience. Our stylists will help find the perfect outfits and accessories for any occasion. We also give back by offering trending fashion accessories handcrafted by artisans in at-risk communities. We are committed to supporting organizations that empower survivors of human trafficking and those in at-risk communities.
I pride myself on my ability to work with a wide range of customers, treating them with the kindness I show my own family. I instill this culture in all of our stylists. That’s why we chose Apricot Lane Boutique. The culture at Apricot Lane Boutique is that our customers are our family. A boutique is a want, not a need. We want to be the destination for a true shopping experience.
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?
Starting a new business will always have its challenges simply because it’s an unknown regarding permitting, licensing, insurance, and those types of requirements. However, that’s the reason we chose a franchise, because a lot of those unknowns are answered. Understanding the franchise agreement is crucial, and the processes, including demographic studies, lease negotiations, building out the space, etc., are critical. The most important part of a retail business is understanding the demographics. As a brick-and-mortar business, the challenge is always getting customers through the front door. Celebration is a fantastic neighborhood, but Florida is also a transient state with snowbirds. Also, we cannot overlook competing with the major attractions, which can create a vacuum with foot traffic.
After selecting the perfect spot for our boutique, our opening date was postponed due to circumstances beyond anyone’s control. Construction delays and supply line interruptions had us contemplating whether we needed to find another place, but Celebration Pointe was where we wanted to be. It is the perfect location. We finally opened in February 2024! A year late. However, over the past year, we have also had fluctuating customer numbers, as many are snowbirds and visitors still don’t know about Celebration Pointe. We are constantly learning about our customers, which has been fun seeing what we carry has evolved over the year!
Overcoming fluctuating customer numbers was a challenge, but we managed to address it through several strategies. We focused on increasing our visibility and attracting more visitors to Celebration Pointe. We implemented targeted marketing campaigns, including social media promotions and local events, to raise awareness about our boutique. Additionally, we engaged with the community by participating in local fairs and collaborating with other businesses in the area, such as Celebration Brewery and Alora Salon. We support our local school as members of the Education Foundation of Osceola County and the local chamber. We are active with Experience Kissimmee and Visit Orlando. This helped us build a loyal customer base and improve foot traffic during the slower summer months.
It may not be the smoothest road, but we would not trade the excitement of our customers coming to see us and walking out looking and feeling beautiful. Check our reviews, which must be the most satisfying experience to know you have made someone’s day brighter.
We’ve been impressed with Apricot Lane Boutique -Celebration, FL, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I have lived in Central Florida for almost 40 years and love the Florida lifestyle. I greatly support Florida-based businesses, give-back brands, and women and veteran-owned companies. I keep these in mind as I look for unique treasures for my customers. We create a unique adventure and shopping experience that captures the look and vibe of our local area. All the styles are hand-picked by me. You’ll see today’s most sought-after styles and must-have pieces. Every item is carefully curated with the local fashionista in mind! We have the newest styles, which you’ll love.
We are especially proud of our collaboration with Noble Ventures, where victims of human trafficking are rescued and, as part of their rehabilitation, they build bracelets; we sell them, and we get nothing for them. It is 100% supporting them. This all started when our founder wanted to support rescued victims of human trafficking, went to Cambodia, and instead of writing a check to support them. He built a warehouse for the survivors to be rehabilitated. We are so proud to be part of that group because of what it really means to help. However, it doesn’t end there. In addition, we support DIFF sunglasses, part of the proceeds go towards disadvantaged children who need eye care. We are not just a boutique, we are a boutique with a purpose.
Our lineup also includes:
POPFLEX
KUT
THML
FREE PEOPLE
TELETIES
VACATION
Just to name a few
I shop in minimal quantities, so you can be sure that you won’t see every other woman in town wearing the same clothes as you. You’ll love this too, we have new arrivals almost daily, so shopping at Apricot Lane is always a discovery and truly an affordable “unique boutique” experience!
We believe what sets us apart is that we don’t just have cashiers standing behind a cash register; we hire stylists who engage with our customers. These wonderful ladies understand how to put outfits together for your style. Our boutique is privately owned but cherished with the simple idea that we want to be your destination shopping boutique for the best possible shopping experience. I want to know you all by name, and for you to come in and look for your favorite stylist. Come in, have a glass of wine, have a snack, and shop how you deserve to shop, “with style”.
Feel like a queen by hosting a private fashion party at the boutique! We close the doors, and the stylists cater to you and your friends. We like to say the music gets louder, and the wine or champagne flows freely. Also, the wine, champagne, and snacks are included! Ideas are Office parties, birthday parties, VIP experiences—you name the evening, and we will provide the experience.
What has been the most important lesson you’ve learned along your journey?
Along this journey, I can honestly say that I’ve had many lessons learned. Most people will respond with what can I do better. My lesson is different, the lesson that I learned is that my life prepared me in its entirety for this experience. Since I was 16 years old, I have always wanted to be in the retail business. I finally had the opportunity and took it. What I’ve learned is that it’s not just about selling and merchandising. It’s about building relationships. It’s about establishing yourself in your community. It’s about being the best person that you can be and giving of you. I don’t sit in a boutique for 8 hours a day thinking of how much money I can make, all I think of is who can come through that door that can have a better day because they came here. When they walk away, they know that they’ve come to the right place. That’s the lesson that I’ve learned. It’s the lesson that I’ve taught my children. It’s the lesson that my husband and I live by. Life is a journey of experiences we embrace, share, and never regret. We must understand our role. If I wanted to look back and think of one thing, by connecting with Apricot Lane Boutique, I learned that I am part of my community and I want to be part of this community. Come by and visit us we would love to meet you.
Contact Info:
- Website: https://apricotlaneboutique.com/store/celebration/
- Instagram: @apricotlanecelebration
- Facebook: https://facebook.com/apricotlanecelebration
Image Credits
Irene Miller Photography
Kelly Caroliny
Julia Gillespie
