Meet Devon Roof | Boutique Owner

We had the good fortune of connecting with Devon Roof and we’ve shared our conversation below.

Hi Devon, what role has risk played in your life or career?

Risk taking has played a big role in both my personal and professional development. It’s allowed me to grow on a lot of levels but involved stepping out of my comfort zone, embracing uncertainty, and facing challenges.

For example, I took a huge risk leaving my corporate communications job to start a clothing boutique. I had a comfortable salary, 401k, insurance…all the things that don’t come with opening a small business. But taking risks builds resilience. When you face and overcome challenges you start developing an ability to adapt more easily to unknown or changing circumstances. Those skills hold value in all aspects of life!

Alright, so for those in our community who might not be familiar with your business, can you tell us more?

After graduating from Michigan State University, I dove straight into a career in Public Relations. As I grew into the profession, I couldn’t let go of the dream I’ve had of starting my own business, one I’ve held since childhood.

In 2013, my PR work allowed for a trip to New York City. After walking through the small SoHo boutiques, I found the inspiration I needed to make the jump from PR life to entrepreneur. After my return, and many months of planning, I launched Belle Row Boutique in a traditional brick-and-mortar fashion in East Lansing, Michigan.

In 2018, I moved back to my hometown of Jackson, Michigan and transformed my business into a combination of online sales, traveling pop-up shops and Girls’ Night Out events. I’m excited to share that this December we will be celebrating 10 years in business!

Fun fact: We were one of the first traveling boutiques in the state of Michigan! As a traveling boutique, we partner with other small businesses like wineries, breweries, coffee shops, salons and distilleries to host pop-up shop events, where we have a temporary storefront inside of their business for the day. This business model has been tremendously successful for both the small businesses we partner with and Belle Row, resulting in repeat visits and annual pop-up shop events.

What sets us apart from others: The philosophy behind my business. Even though we are a clothing boutique, I believe we are in the business of people, not products. How our products are delivered, and how we make our customers feel, is just as important as the product itself. It’s all about connecting with customers to build a community and connecting with partners to help grow and support each other’s businesses.

Additionally, every year, we donate unsold Belle Row merchandise to ‘Aware,’ a shelter in Jackson providing domestic violence and sexual assault services to women and children.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

Breakfast would have to be at Roxy Café and Hinkley’s Bakery. Roxy portions are big and the prices are great! I love their omelets, home fries and gravy, and XL blueberry pancakes. Everything is made from scratch and hits the spot if you’re craving home-style comfort food. Hinkley Bakery has the BEST doughnuts! Hinkley’s has thrived through four generations of the Hinkley family, and the donuts are made hot and fresh every morning.

Coney Dogs in Michigan are a staple so that would be on our lunch list. In Michigan coney’s are associated with Detroit, but the state’s first coney dog was actually cooked up at Jackson Coney Island in 1914, three years before Detroit’s first. Virginia Coney Island and the International Dog House would make my lunch list. Schlenker’s burgers and Rudy’s Drive In would, too.

Knight’s is known for their strong cocktails (their house-made sangria is a must-try!) and delicious steak and burgers. This is where we’d go for dinner. My husband and I had our first date here so it will always hold a special place in my heart. Veritas has excellent sushi, homemade rolls and oysters. Klavon’s Pizzeria, Grand River Brewery and The Point have incredible food and a fun atmosphere–they would also make my dinner list.

Jackson has amazing award-winning wines, so a wine tour would be on our activity list. Sandhill Crane Vineyards’ is cozy, charming and has a large deck that overlooks a sprawling vineyard. Chateau Aeronautique has a quaint tasting room that feels like a little trip to Europe. Cherry Creek Cellars is like taking a step back in time. You can sample four generations of winemaking inside a former schoolhouse built in 1870!

Who else deserves some credit and recognition?

I owe a massive shoutout to my husband and family for their unwavering support for Belle Row and always showing up for me. From endless tagging sessions and inventory reports to early morning merch loads for pop-up shops—they’ve been my rock and are always there to help.

…My amazing friends and extended family that shop Belle Row, help with pop-up shops, and spread the word about my boutique and events. I’m blessed to have people in my life that celebrate my victories as if they were their own. Their encouragement has been a driving force behind my success.

…The local businesses we partner with for pop-up shops and fellow entrepreneurs who’ve shared their wisdom and encouragement. Those collaborations have been the backbone of our success.

…And of course, our loyal customers! I’ve met some incredible women across Michigan and beyond! Their love and support for Belle Row makes the hard days worthwhile.

Website: www.bellerowboutique.com

Instagram: @bellerowboutique

Facebook: https://www.facebook.com/BelleRow