The Confidence Shoppe opened its brick-and-mortar store in downtown Waxahachie last year with a mission.
"What we sell is confidence," Confidence Shoppe Founder Trudy Hankins said.
The store carries a wide range of sizes from small to 3X; unusual for a boutique.
"When I would go shopping with my daughters, we weren't the same size," Hankins said. "We went to their stores, then we went to my stores, and I hated that."
"It's really hard to say nothing in this store fits me," Hankins' daughter and Confidence Shoppe CEO Camry Hankins said, explaining why she and her mother wanted a store where everyone could find something. "They're like, 'oh, you have plus size? Oh, this is a 3X? Oh, you have two XLs? Wow!' I feel like that should not be such a surprise."
The mother/daughter business duo wants their customers to change the conversation they have with themselves in their heads.
"No negative self-talk here," Trudy Hankins said. "And I think it's really important to connect to the human side of customers. They're not just dollar signs," Camry said.
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Their goal is to help women of all sizes look and feel good.
"This fits, I look good in it, I'm confident," Trudy Hankins said.