A store offering new women’s clothing is in business on Grand Avenue in downtown Houston.
Called Flaunt!, the store opened Nov. 24 and is owned and operated by Houston residents Craig and Dixie Yingling.
Selections on the racks include jeans, tops and sweaters made by several well-known manufacturers, at prices that are in many cases more than just competitive. Dixie Yingling said the low pricing is possible because of steps taken that allow Flaunt! to purchase some of its inventory directly from manufacturers as well as wholesalers.
“If I can buy jeans from a manufacturer, I can price them lower than you’ll even see them at a store in Springfield,” she said. “It takes some doing, but once you get there, it makes a huge difference.
“My grandma always said that if you want to sell anything, a fast nickel is better than a slow dime. I don’t buy stuff to sit here and look pretty, I buy it to walk out the door and look pretty on somebody, and have them have good quality and a good fit.”
A native of Baltimore, Md., Craig Yingling is former military and has been in Texas County since 2009. Dixie has been a local resident since 2007 and is a Missouri native whose parents ran a quilt supply business in Winona when she was young. She spent years traveling the country while working for an airline before deciding to settle in Houston.
“We’re trying to bring to Houston a little bit of what you have to drive forever and spend a lot of money to find,” Dixie said. “I get limited numbers of my things, because we are a boutique, not Walmart. It’s about ownership, not quantity. Whoever gets in here and gets something, gets it. The chances of seeing someone else on the street wearing the same top is limited.”
The Yinglings have used their clothing connection to sponsor three teenagers enrolled in this year’s Share Your Christmas program.
“We’d be donating to charity anyway,” Dixie said. “Doing it through the store just makes sense.”
In addition to racks displaying “regular” selections, Flaunt! also has racks with sale jeans and tops. Plans for the store include steadily increasing the number of selections for women, and eventually adding men’s and kids’ clothing.
To reward repeat customers, Flaunt! has a customer loyalty program that provides returnees discounts on subsequent purchases that increase in percentage until a free item is ultimately earned.
“We really appreciate our customers,” Dixie said. “This is not so much about us doing a service for people, we’re having fun and we would like to continue having fun. The only way we’re going to be able to do that is to keep people interested in coming back. Your customers will keep you in businesses, but only if you’re doing something for them, like providing a good deal on something they want that’s of good quality.
“It’s like, we’ll keep you in clothes, and you keep us in business. It’s a win-win situation.”
Craig Yingling said he’s optimistic about the store’s prospects.
“I’m a little nervous like any new business owner,” he said. “But so far, I’m happy with the way things are going. ”
Flaunt! offers selections in sizes 0 to 3X, with sizes up to 6X in the works. Buyers are guaranteed satisfaction.
“Our return policy is that if you don’t like something, we’ll give you your money back,” Craig said.
“If you’re not willing to stand behind your product, there’s no reason to carry that product,” Dixie said.
Store hours are Monday through Friday 10 a.m. to 6 p.m., and Saturday 10 a.m. to 4 p.m.
For more information, call 417-260-4200 or log onto the store’s Facebook page.