Editor’s note: In honor of Women’s History Month, we are spotlighting several area women-owned businesses this March who are core members of our community.
By Kelly Youngblood
Danelle Jameson has owned and operated Circles Boutique in downtown Champaign for the past 30 years — a rare feat these days that she jokingly attributes to “stubbornness.”
“A better business-person would have closed the store several times over these 30 years,” Jameson said. “I’ve always told myself that I will stop when it becomes a chore and, well, I am still here.”
In all seriousness, Jameson, who has always had a passion for fashion and design, says she has her loyal customers to thank for her success.
“I love it when people tell me they are still wearing an item they bought 10-15 years ago,” Jameson said. “That is what I strive towards”
Jameson opened Circles Boutique in 1993 at 107 N. Walnut Street in Champaign, just around the corner from her current location at 114 N. Neil Street where she’s been in operation since 2009.
She describes her store as a multi-brand boutique carrying both domestic and international clothing, shoes, and accessories that are “unique, design-forward items that can be a statement piece or worn every day.” In addition, Circles offers items from local artisans, jewelry, etc.
“We focus on fabrications and only carry few of each item, so you don’t see yourself coming and going,” she said.
As the owner and sole employee, Jameson says what she enjoys most is interacting with people in the shop, learning about their needs and helping them find the perfect piece. If she’s not in the shop, it usually means she’s out looking for new and upcoming designers or lines to offer.
“It is a constant process,” she said. “I love being excited about something new.”
Of course, being in business for 30 years doesn’t come without its challenges. Jameson says she’s struggled with just getting people in the door and educating them about the design process and why things cost a bit more when they aren’t mass produced.
“We have some fantastic shops, and honestly, I think most of them are women owned. We need to shout this from the roof tops,” Jameson said. “I know the trend is to buy online or through Amazon, but if more of the community knew about their local options, I think we would thrive, and more retail would open and take a chance.”
She’s also still dealing with the effects the COVID pandemic had on small businesses and is currently working on getting her “pre-COVID numbers back.” Jameson said she created an online store during the shutdown and while she likes to build customer relationships all over the world, she admits it’s “much more work than a store front.”
Jameson, who has lived in Champaign since 1985, says she loves the diversity and culture of the area as well as the downtown vibe, including the people and other small businesses who work together to create a unique-to-Champaign feel.
“Our art scene is in constant development. The music scene is coming back. It is still a small town feel and yet I am two hours away in three directions from traveling internationally. It is important for me to go and experience other cultures, and countries. It feeds my soul and keeps me balanced,” she said.
Jameson said she does have some new ideas in the works including more trunk shows and pop-up events.
She’s also developing a “re-Circle” event that will be like a consignment pop-up offering former Circles stock. Jameson said she’s still in the planning stages but is excited customers will be able to sell or buy “recycled” clothing originally purchased from Circles that they no longer want or need.
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