I spotted Strut some weeks ago while searching for a nice place to lunch in Forest Park. Here on Madison Avenue, between Harlem and Des Plaines, is a stretch chocked full of Irish pubs and old fashioned ice cream parlors (HELLO Brown Cow!) but before this strip really hits its stride you’ll find Strut- a small boutique featuring brightly colored trends and unique designs with the motto ‘We make the streets your runway!’ planted smack dab in the middle of their front display. The store’s selection is limited, which is a good thing, and their sizes range from Juniors to Plus. The designs are purposefully young and modern with a few classic pieces sprinkled in the mix. Located in the middle of this west suburban fashion desert, Strut is a big glass of edgy fun. I had the opportunity to question the store’s owner Latoya Underwood on her success and plans for the shop’s future – while doing a little shopping of my own. Here are a few of her secrets:

Kari - We’re becoming huge fans of Strut! What do you think is the key to your success?

Latoya Underwood - The key to our success is faith and perseverance. We are an extremely small business. However, our vision is great! We strive to know what makes our customers happy.

Kari - What sets Strut apart from the crowd of boutiques in Chicagoland?

Latoya Underwood - Strut offers a variety of wear. We carry fashion-forward day and party wear. Our style changes and this gives us a chance to reach customers across the board.

Kari - How would you describe your clientele?

Latoya Underwood - Our clientele consists of women between the ages of approximately 18 -45, trendy and chic. She’s looking for that hot blouse for work and hot accessory for a weekend party.

Kari - What are some of the challenges you’ve faced beginning a new business in a big city?

Latoya Underwood - Starting up can be extremely difficult. Everything costs [big money] from security deposits, utilities, city fees, inventory, and marketing. Be prepared to SPEND SPEND SPEND! Whatever your start up budget is double it!!

Kari - Is there any advice you would like to offer readers looking to begin their own business in this city?

Latoya Underwood – 1. Always be willing to learn. Knowledge is Power! 2. Money is the last to harvest. If you think you’ll become rich - quick, think again and forget about it!! 3. Dedication. If you don’t nurture your [dream] to grow then who will? 4. Start Small! It takes years to build up a solid customer base. Why spend all your money on the décor, when only a few are coming through the door. 5. Network in all forms from social media to word of mouth. Give people something to talk about

Kari – ‘Why spend all your money on the décor when only a few are coming through the door’! We love that!! Thank you for these smart business jewels and we look forward to seeing Strut after your approaching renovations.

Visit Strut in Forest Park at 7210 W. Madison

or online at www.shutupandstrut.com