Growing a boutique without losing the personal touch

Personal service is everything. Stephanie Coultress O’Neill, owner of Estilo Boutique in Austin, Texas, didn’t begin her career in retail—she started as a child and family therapist. That background shaped everything she does now. 

“I’ve always been deeply interested in people—how they feel, what they need and what makes them feel confident and seen. Opening Estilo in 2005 was a natural extension of that work. I wanted to create a space that felt warm, personal and inspiring,” she says.

Here, she talks about her store location strategy, organic growth and what the future holds.  

—Interview by Marcy Medina, edited by Bianca Prieto

Why did you move your Austin store from downtown to the nearby Tarrytown neighborhood?  

For the first 10 years, Estilo lived downtown. But when I became a mom, about 14 years ago, my priorities shifted. I was acutely aware of how little time busy parents have, and I wanted my store to fit into real life. That’s what led me to Tarrytown and Casis Village. At the time, Austin’s retail landscape was changing, downtown was growing denser and more destination-oriented, while neighborhood shopping centers were becoming hubs for daily life. Tarrytown is a true community neighborhood: families, long-time residents, walkability and an ease that felt aligned with how I wanted people to experience Estilo. We even started opening at 8 a.m., timed perfectly between school drop-off and the workday, which resonated immediately.

Any tips for choosing a physical store location? 

Choosing the right location is everything. My biggest advice is to look beyond foot traffic alone and think about behavior. Where do your customers already go? What errands are they running? What does convenience look like for them? A store should integrate seamlessly into their lives. Visibility matters, parking matters and being part of a neighborhood—not just a shopping district—creates longevity and loyalty.

How did Estilo grow to encompass kids and men’s? Was it fast or slow? Was it easy to secure more spaces? Do you lease or own?

Estilo’s growth into men’s and kids’ was very organic. Customers would shop for themselves and ask, ‘Why don’t you have something like this for my husband?’ or ‘I wish my kids could dress like this too.’ Men’s came first; I opened that store in 2020, followed by a kids’ store in 2023. None of it happened overnight. It was intentional, steady growth: testing, listening, refining. We leased each space rather than owning, which allowed us flexibility, but managing three separate storefronts came with real operational challenges.

That challenge ultimately inspired our biggest evolution. I’ve always loved the Fred Segal concept in Los Angeles—the idea of distinct experiences living under one roof. In 2025, that vision became reality when we expanded into a 4,200-square-foot space that unites women’s, men’s and children’s collections while preserving their individuality. It’s not a department store. It’s not corporate. And it’s certainly not part of a generational retail chain. It’s personal. Each area has its own personality, from a record player and bourbon bar in men’s to a nostalgic play table in kids, rescued from the beloved former Over the Rainbow toy store.

What’s your advice for a retailer looking for more square footage? 

Be very clear about why you need more space. More square footage only works if it enhances the customer experience or supports growth strategically. Expansion should solve a problem, not create new ones. Also, think creatively. Sometimes it’s about reconfiguring rather than relocating, or partnering closely with landlords who understand your long-term vision.

How does e-commerce and social media play into your business?

E-commerce and social media are essential parts of our business, but they support—not replace—the in-store experience. Our website and app allow us to stay connected with customers beyond Austin, and for people who know us and love us, to shop at Estilo from wherever they are, while social media lets people see the personality behind the brand: the styling moments, the events, the fun. The heart of Estilo will always be the physical space—how it feels to walk in, be greeted by name and spend time there—but we hope people who shop at the store spread the word so that people everywhere can shop our site.

Where do you see Estilo in the future?

Of course, we’d like to continue to grow our e-commerce and build a name that lives beyond Austin, but I see Estilo continuing to deepen its roots in the community, refining what we do best and strengthening those personal connections. Long-term, my goal is sustainability: a business that evolves with its customers, supports the people who work here and remains a place people genuinely love to visit. Estilo has always been about more than clothes. It’s about experience, relationships and creating a space where people feel good.

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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.